At play - Cluedo by flickrgrit Play with me: engaging with the new engagement Aleks Krotoski Futuresonic08: Future Culture 30 April 2008

In the beginning…

compete break win beat challenge solve

And then came the internet. And the bloody words changed.

friendship exploration governance community money is cheap and resources are plentiful collaboration entertainment engagement (break)

Courtesy of Sir Bruce at MMOGChart.com These virtual worlds are going somewhere…

A New Media roadmap

Playing with the web Games are sooooooo engaging Hours of eyeballs. Sticky sticky sticky. They suck people into the world so much that people will pay LOADS of money for things you never actually thought a normal, mentally stable person would pay for How do they do it? Dangling carrots: they make you care Immersion and presence: they make you feel part of it Gamer trust: you share things Social flocking: you follow

Playing with the web

Games are sooooooo engaging

Hours of eyeballs. Sticky sticky sticky.

They suck people into the world so much that people will pay LOADS of money for things you never actually thought a normal, mentally stable person would pay for

How do they do it?

Dangling carrots: they make you care

Immersion and presence: they make you feel part of it

Gamer trust: you share things

Social flocking: you follow

Games. What are they? Goal-oriented Teamwork Play ful How do they engage? A job well done Peer pressure Mutual experience Social networks. What are they? Play grounds Presence tools Self-expression How do they engage? Popularity Presence Identity Virtual worlds. What are they? Community-oriented Collaborative Play ful How do they engage? Peer pressure Mutual experience Skill development Three areas of digital engagement

How do they make money? Games. Subscription Advertising In-world exchange Social networks. Advertising Virtual worlds. Subscription Advertising In-world exchange :) = $

Converge me, baby

Data capture crackdown So much data… Behavioural data Activity data Data businesses want Let’s play nice

Data capture crackdown

So much data…

Behavioural data

Activity data

Data businesses want

Let’s play nice

Aleks Krotoski [email_address] blogs.guardian.co.uk/games guardian.co.uk/technology