Archeology & Museums: Engaging visitors with Gamification


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Games and Gamification will have a strong impact on the future of archeology and museums. Adding engagement in the visitor flow changes dramatically the engagement and retention curve bringing to the museums the new generations.
Fabio Viola, gamification designer, explains the profound social and technological changes in the last 10 years and several case historyes.

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Archeology & Museums: Engaging visitors with Gamification

  1. 1. 23/5/2014Archeo The PastOpening the past 23 May 2014
  2. 2. +10 years in the gaming industry (The Sims, Tetris, Pac-Man, Monopoly…)  Consultant for - Lottomatica, Sky, RCS, Electronic Arts, Ericsson, Technogym  +100 speechs and workshop: Mobile Games Forum Malta, Game Convention Leipzig, IULM, LUISS, IED Milano Fabio Viola Founder @ Mobile Idea s.r.l. and DigitalFun s.r.l Author @ Gamification – I Videogiochi nella Vita Quotidiana Contacts: 2 Linked in: Slideshare: E-mail:
  3. 3. G(AMING) GENERATION For the Millenium generation the gaming is the primary form of entertainment.The people born after 1980 is multitasking, they love the digital communication, goal oriented, immediate feedback, reward for the partecipation. They expect in the daily life the same kind of excitement and interaction tested during the gaming sessions.. 4
  4. 4. TOUCH GENERATION The 70% from the people born after 2000 use the tablets of the parents, 77% to download videogames, 57% use the tablets during the vacation and 41% during family lunches. 5
  5. 5. A MUSEUM The public museum visitors in Italy are 10.052.267 in 2012 (18.120.413 including cultural museums). The museums in Italy are failing to attract visitors, especially young visitators due to the lack of the engagement and low retention rate. The millenium generation will find there interactive, multitasking, digital, rewarding how in their ordinary life? The answer is NOT!
  6. 6. ASSASSIN’S CREED The Assasin’s Creed franchise has sold more than 73 millions units in 6 years with4 billion euro revenue, for a production where the game mechanics and the game play are faithfull based on locations and caracters historically correct. Thanks to researchers and archeologists in the game team this kind of game has a strong impact on the learning process immersing the players in virtual enviroments.
  7. 7. WHAT IS FUN? You can see how one bad experience could be a good experience changing the design of the experience. NON FUN FUN 8
  8. 8. When the videogames are well done they can satisfy human needs making fun contests that usually are not. The key word is “Design for Pleasure” “FUN” THEORY 9
  9. 9. MOTIVATIONAL FRAMEWORK -Leaderboard ?? -Achievement -Badge -Punti -Premi a ratio Fissa -Progress Bar -Missioni -Livello -Boss fine Livello -Premio continuo?? -Virtual Goods -Virtual Currency -Premio Continuo -Collezionare -Avatar -Caring -Trading -Storytelling -Eroismo - BlisfullProductivity - Scelte e Significato Epico - Free lunch -Critical Path -Shell game -Disincentivi -Avoidance -Estinzione - Save Point Catch Up -Premio a Intervallo Variabile -Premio a Ratio Variabile -Random -Betting -Easter Eggs -Premio a intervallo Fisso -Appointment Dynamic -Countdown -Auction - Resource Management -PVP -Partnership -Gifting -Cooperative Mode -Buddy List Status -Invidia -Reciprocità Epic Meaning Ownership Task Explore and Feedback Social Pressure Scarcity Wow Effect Loss Avoidance -Combo -Chain Schedules -Real Time -Cascata Informativa -Behavioral Momentum -Behavioral contrast -Tutorial -Feedback Loop -Avatar -Discovery
  10. 10. WOW EFFECT Race Against Time is a game app pupplished by Tate Gallery for attract the young public through the contemporary art. Over the course of the adventure, our hero encounters striped-shirt-wearing Picassos, flaming absinthe bottles, deadly Dan Flavin light sculptures, and a giant Joseph Beuys figure strung up in a parachute and cradling a hare. A collision with any of these figures will cause the chameleon to lose a life. Each progressive level in the game reflects a consecutive era in art history, ranging from 1900 to 2011.
  11. 11. SOCIAL PRESSURE Find the Future: The Game is a pioneering, interactive experience created especially for NYPL’s Centennial by famed game designer Jane McGonigal, with Natron Baxter and Playmatics. Through a once-in-a-lifetime, overnight adventure played inside the Stephen A. Schwarzman Building, and an ongoing online game, Find the Future: The Game combines real-world missions with virtual clues and online collaboration — all inspired by 100 works from the amazing collections of The New York Public Library.
  12. 12. STORYTELLING One day the kingdom of the peaceful mushroom people was invaded by the Koopa, a tribe of turtles famous for their black magic. The quiet, peace-loving Mushroom People were turned into mere stones, bricks and even field horse-hair plants, and the Mushroom Kingdom fell into ruin. The only one who can undo the magic spell on the Mushroom People and return them to their normal selves is the Princess Toadstool, the daughter of the Mushroom King. Unfortunately, she is presently in the hands of the great Koopa turtle king. Mario, the hero of the story (maybe) hears about the Mushroom People’s plight and sets out on a quest to free the Mushroom Princess from the evil Koopa and restore the fallen kingdom of the Mushroom People. You Are The Hero!!
  13. 13. STORYTELLING+CROWDSOURCING Dora’s Lost Data is an addictive example of how can be used crowsourcing and gamification in order to solve problems and engage the audience. The project challenge the users to resolve some issued like cataloging quantitative and qualitative findings. Example: the archeological museum recommends the top 10 finds more tagged by users with the description of products nearby that of the curator.
  14. 14. TASKS The Seoul Museum Association (SMA) made a new plan for the 2013 Museum Week events using the Internet and gamification techniques. The organization formed a network of 24 museums in Seoul as a single group on the Internet, and encouraged visitors to solve 24 missions at 24 venues during seven days (18th-24th May 2013). This system was established based on the seven gamification components set by Zichermann from the stage of design. This paper shows that this new concept of museum network brought many positive results. Over 1,000 people visited the museums in network and 53 people visited more than five museums, even though the participating museums were scattered all over the city. In addition, we collected over 1,000 stories from the visitors to the museums that provided players a special memory of museums in Seoul during Museum Week. Over 70% of the participating museums, moreover, wanted to use this gaming system in the future.
  15. 15. OWNERSHIP By The Beaty BioDiversity Museum Phylo is a card game that celebrates ecosystems in all their awesomeness. Building off the popularity of trading card games like Pokemon, Phylo showcases the many weird, wonderful, and wacky species that live on Earth and deals with some serious threats to ecosystems, such as wildfires, oil spills, and climate change. Players use their cards to build food chains, create stable ecosystems, sabotage opponents’ ecosystems, and rack up points in the process. Phylo works like other trading card games, allowing players to add extension decks and trade cards with fellow players.