Gamification : the importance of the initial contact

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  • 1. GAMIFICATIONhumans, brands, stories THE IMPORTANCE OF THE INITIAL CONTACT
  • 2. DIGITAL TECHNOLOGY HAS CHANGED OUR RELATIONSHIP TO CONTENTGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 3. DIGITAL EXPERIENCE = INTERACTIVE EXPERIENCE (inevitably)GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 4. Loading... Please wait THE MORE the experience FLOWS the more EFFICIENT it will beGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 5. 1. A GOOD INTERACTIVE EXPERIENCE is a MAGICAL EXPERIENCEGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 6. Nevermind the CONSTRAINTS We want MAGICGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 7. THEY ARE MAGICIANSGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 8. MAGIC = SIMPLICITY PLEASURE GRATIFICATION FROM THE INITIAL CONTACTGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 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. 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. 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. 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. SIMPLICITY PLEASURE GRATIFICATION FROM THE INITIAL CONTACT This is a good interactive experienceGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 14. Mario Kart Global sales, all media combined: 92 MILLIONS UNITS Source : Gamecharts.frGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 15. 2. VIDEO GAMES have 300 SECONDS to convinceGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 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. Revenues The revenues of the US video game industry =2X of the US film industryGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 18. Games dominate the entertainment industry despite a huge drawback ... «The Elder Scrolls, Skyrim», 2011GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 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. 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. 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. 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. But ... video game developers 300 SECONDS give themselves only to REASSURE RELATE REWARDGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 24. 3. IN 300 SECONDS A VIDEO GAME must REASSURE RELATE REWARDGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 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. 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. 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. 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. 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. 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. REASSURE RELATE REWARD It’s not about score Flower, PS3, 2009GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 32. REASSURERELATEREWARD It’s not about badgesGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 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. 4. WHAT CAN A BRAND EXPERIENCE learn from VIDEO GAMES’ 300 SECONDSGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 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. 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. 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. 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. 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. 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. 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. WHERE IS THE MAGICGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 43. GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 44. MAGIC = SIMPLICITY + PLEASURE + GRATIFICATION = GAME DESIGNGAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 45. Thank you for your attention.GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
  • 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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