Gamification : the importance of the initial contact

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Gamification : the importance of the initial contact

  1. 1. GAMIFICATIONhumans, brands, stories THE IMPORTANCE OF THE INITIAL CONTACT
  2. 2. DIGITAL TECHNOLOGY HAS CHANGED OUR RELATIONSHIP TO CONTENTGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  3. 3. DIGITAL EXPERIENCE = INTERACTIVE EXPERIENCE (inevitably)GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  4. 4. Loading... Please wait THE MORE the experience FLOWS the more EFFICIENT it will beGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  5. 5. 1. A GOOD INTERACTIVE EXPERIENCE is a MAGICAL EXPERIENCEGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  6. 6. Nevermind the CONSTRAINTS We want MAGICGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  7. 7. THEY ARE MAGICIANSGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  8. 8. MAGIC = SIMPLICITY PLEASURE GRATIFICATION FROM THE INITIAL CONTACTGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  9. 9. SIMPLICITY PLEASURE GRATIFICATION FROM THE INITIAL CONTACT This is a good interactive experience Angry Birds, ios / android, 2009GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  10. 10. Angry Birds Total time spent throwing birds onto green pigs, all players put together: 200 000 YEARS Source : Mikael Hed, CEO Rovio Mobile, Slush Conference 2011GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  11. 11. SIMPLICITY PLEASURE GRATIFICATION FROM THE INITIAL CONTACT This is a good interactive experience (violent, but efficient) «Call of Duty : Modern Warfare III», 2011GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  12. 12. Call of Duty Modern Warfare 3 is the biggest success to date in the history of entertainment. Global revenue in 16 days: 1 BILLION $ MW3 beats the record held by Avatar: 1 billion $ in 17 days.GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  13. 13. SIMPLICITY PLEASURE GRATIFICATION FROM THE INITIAL CONTACT This is a good interactive experienceGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  14. 14. Mario Kart Global sales, all media combined: 92 MILLIONS UNITS Source : Gamecharts.frGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  15. 15. 2. VIDEO GAMES have 300 SECONDS to convinceGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  16. 16. IN 300 SECONDS A game must in order to bring REASSURE SIMPLICITY RELATE PLEASURE REWARD GRATIFICATION to the playerGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  17. 17. Revenues The revenues of the US video game industry =2X of the US film industryGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  18. 18. Games dominate the entertainment industry despite a huge drawback ... «The Elder Scrolls, Skyrim», 2011GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  19. 19. Video game is the ONLY entertainment media that has to explain how it works to its audience.GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  20. 20. Not only must a video game grab the player’s attention, it must also give him/her the urge and the means to act. Batman Arkham City, 2011GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  21. 21. Which is why, in a game, as in everyinteractive experience, the initial contactis crucial. «The Walking Dead : the game», 2011GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  22. 22. Average time needed to finish a game on a game console: 10 HOURS OR 36 000 SECONDS Max Payne 3, 2012 : approximately 6 hours into the gameGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  23. 23. But ... video game developers 300 SECONDS give themselves only to REASSURE RELATE REWARDGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  24. 24. 3. IN 300 SECONDS A VIDEO GAME must REASSURE RELATE REWARDGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  25. 25. REASSURE IN 300 SECONDS A game must explain how it works and show how SIMPLE it is Controllers for Limbo, Xbox 360GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  26. 26. Braid, 2008, first seconds : In this independent video game developed by Jonathan Blow, the player controls the protagonist from the beginning. The player instinctively moves him to the right and straight through the title screen. 300 SECONDS TO REASSUREGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  27. 27. RELATE IN 300 SECONDS A game must set the scene, define the player mission, and give him PLEASURE Mass Effect 3, 2011, opening sceneGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  28. 28. Fallout 3, 2008, first minutes : This post-apocalyptic role-play promises an absolute immersion in the story. And does so right from the tutorial. The player literally “comes to life” and takes his first steps with the help of his father. His mission: survive and save the human race (or what is left of it) 300 SECONDS TO RELATEGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  29. 29. REWARDIN 300 SECONDSThe game must galvanize the playerand give him/her immediate GRATIFICATION Tiny Wings , ios / AndroidGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  30. 30. Uncharted 2, 2009, first minutes : The tutorial is part of the plot and is a blockbuster in its own right. The player gets a real rush. 300 SECONDS TO REWARDGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  31. 31. REASSURE RELATE REWARD It’s not about score Flower, PS3, 2009GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  32. 32. REASSURERELATEREWARD It’s not about badgesGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  33. 33. REASSURE RELATE REWARD It’s an obligation to offer a once in a lifetime user experience Assassin’s Creed, 2007GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  34. 34. 4. WHAT CAN A BRAND EXPERIENCE learn from VIDEO GAMES’ 300 SECONDSGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  35. 35. The first 300 seconds of a video game teach us: that complex rules can be a real turn off, a stumbling block…GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  36. 36. By integrating the tutorial into the actual experience, video games can avoid the CONSTRAINTS And turn it into The Sims PLEASUREGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  37. 37. Optimized in order to REASSURE RELATE REWARD avoid FRUSTRATION the first 300 seconds and offer several enable the game to reach its hours of objectives ENTERTAINMENTGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  38. 38. Optimized in order to REASSURE RELATE REWARD DATA COLLECTION a digital experience can help the brand DRIVE TO STORE reach its objectives (whatever they are) SHARINGGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  39. 39. Video games or brand experience: identical KPIs How many users lived the experience to the end? Did interactions create an optimal exchange of data?GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  40. 40. PLAYING BY THE RULES: a constraint can become a source of pleasure for the user, as long as it is part of the experience.GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  41. 41. Gamification cannot be reduced to scores and badges, or we run the risk of forgetting the crucial question…GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  42. 42. WHERE IS THE MAGICGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  43. 43. GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  44. 44. MAGIC = SIMPLICITY + PLEASURE + GRATIFICATION = GAME DESIGNGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  45. 45. Thank you for your attention.GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  46. 46. So/Cult assists brands and content editors who wish to meet the challenges of the attention economy.humans, brands, stories www.socult.net us@socult.net Twitter : @so_cult
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