Games at the CTAM Summit 2007

Slide 1: a g ame de s ig ne r’s pe rs pe c tive on th e future of happine s s + 10 ways to e ng ag e audie nc e s a s playe rs Jane Mc Go nig al, Ph.D. Ins titute for th e

Slide 4: The Ne w Game r Majo rity  6 9 p e rc e n t o f U.S . “he ads o f ho us e ho ld” re p o rt p la yin g g a m e s .*  4 2 p e rc e n t o f g a m e rs a re wo me n. **  Th e m a jo rity o f g a m e rs a re a g e d 22 – 44 a n d in middle -c las s in c o m e s .** *From a co mpre he ns ive 2006 s tudy c onduc te d by th e E nte rta inme nt S oftwa re As s oc ia tion.

Slide 5: The Ne w Game r Majo rity  In 2 0 0 7, 2 4 pe rc e nt o f Am e ric a n s o ve r the ag e o f 50 p la ye d vide o g a m e s , a n in c re a s e fro m n in e p e rc e n t in 1 99 9 . ** ** F rom th e 2007 a nnua l NDP re port on g a me s .

Slide 6: The Ne w Game r Majo rity  5 4 % o f g a m e rs s a y th e y a n tic ip a te s p e n d in g mo re time p la yin g g a m e s 1 0 ye a rs fro m n ow th a n th e y d o to da y.*  8 0 p e rc e n t o f g ame r pare nts s a y th e y p la y vide o g a m e s with th e ir kid s . S ixty-s ix p e rc e n t fe e l th a t p la yin g g a m e s h a s b ro u g h t th e ir fa m ilie s *From a co mpre he ns ive 2006 s tudy c los e r to g e th e r. * c onduc te d by th e E nte rta inme nt S oftwa re

Slide 7: “52 pe rc e nt of U.S . g a m e rs re port wa tc h ing le s s te le vis ion a s a re s ult of s pe nding m ore tim e pla ying g a m e s .” - Annua l re port of th e E nte rta inm e nt S oftwa re As s oc ia tion, 2006

Slide 8: A Future Fo re c as t for C TAM: In th e ne xt de c a de , this ne w g ame r majority re pre s e nts a c halle ng ing and inc re as ingly s ig nificant marke t for th e c a b le & te le c ommunic a tions indus try.

Slide 10: “We a re witne s s ing wh a t a m ounts to no le s s th a n a g lob a l mas s e xo dus to virtua l worlds a nd oth e r online g a m ing e nvironm e nts .” –E dwa rd C a s tra nova , Synthetic Worlds

Slide 17: s e r Ho urs pe r Mo nth

Slide 18: $ Exc hang e d o n Linde x (in Millio ns )

Slide 19: Why is th is m a s s e xodus to online g a m e e nvironm e nts h a ppe ning ? To innova te in th is s pa c e , you ne e d to unde rs ta nd wh y g a m e s m a ke pe ople happie r th a n oth e r form s of e nte rta inm e nt.

Slide 20: A future fo re c as t (2017):  Quality o f life b e c om e s th e p rim a ry m e tric fo r e va lu a tin g p ro d u c ts a nd s e rvic e s .  Po s itive ps yc ho lo g y is in c re a s in g ly a p rin c ip a l, e xp lic it influ e n c e o n d e s ig n + d e ve lo p m e n t.  Th e p ub lic will e xp e c t c o m p a nie s to p re s e n t a c le a r vis io n fo r a life wo rth living .  To s u c c e e d , a b ra n d m u s t in c re a s e

Slide 23: EEGs + ES Ms (E le c troE nc e ph a loG ra p h s ) + (E xpe rie nc e S a m pling

Slide 24: “Afte r wa tc h ing TV, pe ople 's m oods a re a b out th e s a m e or wo rs e th a n b e fore .” --Mih a ly C s iks z e ntm ih a lyi, Flow

Slide 25: “S urve ys s h ow a g a in a nd a g a in th a t the ave rag e mo o d wh ile wa tc h ing te le vis ion is mild de pre s s io n.” -- Ma rtin S e lig m a n, Authentic Happiness

Slide 26: “Afte r pla ying g a m e s , pe ople re port impro ve me nts in m ood. --Mih a ly C s iks z e ntm ih a lyi, Flow

Slide 27: “P la ying g a m e s produc e s me as urable and las ting inc re as e s in pe rc e ive d we ll-be ing .” -- Ma rtin S e lig m a n, Authentic Happiness

Slide 28: The 3 Tie rs o f Happine s s : 1. pleas ure – fe e ling g ood 2. e ng ag e me nt – doing a g ood job 3. me aning – dis c ove ring g ood

Slide 29: Why do ne two rke d g ame s g e ne rate mo re happine s s ? Th e y c re a te po we rful e ng age me nt with : - c le a r g oa ls - s pe c ific a ve nue s for a dva nc e m e nt - dyna mic fe e db a c k - foc us e d a tte ntion - h ig h ly re s pons ive e nvironme nts

Slide 30: Why do ne two rke d g ame s g e ne rate mo re happine s s ? Th e y c re a te a s e ns e of g re ate r me aning th roug h : - a ric h , world (re )b uilding myth olog y - inte ns e c ommunity - a s h a re d c onte xt for a c tion - a s e ns e of h e roic purpos e

Slide 31: a g ame de s ig ne r’s pe rs pe c tive on th e future of happine s s

Slide 32: Th e e xodus to ne tworke d g a m ing e nvironm e nts is an e xtre me ly impo rtant s ig nal – Not (a s s om e th ink) th a t th e pub lic will ultim a te ly abando n e ve rything e ls e fo r g ame s , b ut ra th e r th a t we ne e d to make o the r s e rvic e s and pro duc ts as e ng ag ing a nd as me aning ful a s our g a m e s .

Slide 33: A Future Fo re c as t for C TAM: G a me s will inc re a s ing ly de ma nd th a t c able & te le c o mmunicatio ns s e rvic e s b e c ome pa rt of th e ir ong oing e fforts to maximize happine s s a nd ge ne rate we ll-be ing .

Slide 34: A Future Fo re c as t for C TAM: To b e pe rc e ive d a s c ontrib uting to a h ig h e r q ua lity of life , th e c a b le & te le c ommunic a tions indus try mus t b e b ra nde d a s a ve h ic le for e ng ag e me nt a nd for c ollabo rative me aning- making .

Slide 35: E NG AG E ME NT C a s e S tudy: T Sopranos A & E C onne c tion he Are a C o d e for A & E (2 00 7 )

Slide 39: Le a rn m ore : www.s uitc a s e ofc a s h .c om

Slide 40: E NG AG E ME NT C a s e S tudy: T Sopranos A & E C onne c tion he  1 0% o f vis ito rs to th e s ite pla ye d th e g a m e to c o m p le tio n  Ave ra g e o nlin e pla yin g tim e wa s 1 3 h ou rs p e r p la ye r  R e c o rd tra ffic a n d e ng a g e m e n t n um b e rs fo r www.a e tv.c o m

Slide 41: ME ANING -MAKING C a s e S tudy: NB C ’s Heroes 360 E xpe rie nc e

Slide 42: “Ad ditiona l re s e a rc h h a s e na b le d th e de ve lopm e nt of th is ne w pe rs ona lity inve ntory to h e lp de te rm ine wh e th e r you pos s e s s He roic a b ilitie s ….

Slide 43: “… B ut a lwa ys re m e m b e r, h owe ve r powe rful you m a y b e a s a n individua l, we a re m ore powe rful tog e th e r th a n we c ould e ve r b e a pa rt.”

Slide 45: ME ANING -MAKING C a s e S tudy: NB C ’s Heroes 360 E xpe rie nc e

Slide 46: h ttp:/ h e roe s wiki.c om / a g e s / 0e / na s _m e s s a g e s .jpg / im 0/ Ha

Slide 49: ME ANING -MAKING C a s e S tudy: NB C ’s Heroes 360 E xpe rie nc e

Slide 50: ME ANING -MAKING C a s e S tudy: NB C ’s Heroes 360 E xpe rie nc e

Slide 52: ME ANING -MAKING C a s e S tudy: NB C ’s Heroes 360 E xpe rie nc e  6 m illio n pa g e vie ws / e k we  2 7 m illio n vid e o d o wn lo a ds in firs t 8 we e ks  2 0 0,0 0 0 + “re a l-wo rld ” s ub s c rib e rs

Slide 56: “We kn ow wh a t really m a ke s p e op le h a p p y: It is  to h a ve g o o d re latio ns hips with o the r human be ing s ,  to do wo rk yo u like  a n d to be a c o ntributing me mbe r o f s o me c o mmunity.” – p s yc h o lo g is t S te ph e n P e te rs o n , Un ive rs ity

Slide 57: Invita tion G ra ph ic G oe s He re

Slide 58: 10 S upe r P owe rs of Ne tworke d G a m e rs -- or, 10 Ways to Turn Audie nc e s into Playe rs Mo b b a b ility Op e n Au th o rs h ip In flu e nc y E m e rg e n s ig h t P in g Qu o tie n t Lon g b roa d ing Mu lti-C a p ita lis m C o o p e ra tion Ra da r P ro tova tion S ig n a l/Nois e

Slide 59: Mo bbability  th e a b ility to p e rfo rm re a l- tim e wo rk in la rg e g ro u p s  a ta le nt fo r o rg a n iz ing a n d c olla b o ra ting with m a n y p e op le s im ulta ne o u s ly

Slide 60: Influe nc y  th e a b ility to b e p e rs u a s ive in m u ltip le s o c ia l c o n te xts a n d m e d ia s p a c e s

Slide 61: Ping Quo tie nt  m e a s ure s you r re s p o n s ive n e s s to o th e r p e op le ’s re q ue s ts fo r e n g a g e m e n t, yo u r p rop e n s ity a nd a b ility to re a c h ou t to o th e rs in a n e two rk

Slide 62: Multi-Capitalis m  flu e n c y in wo rking with a n d n e g o tia tin g a lte rna te c a p ita ls  n a tu ra l, in te lle c tu a l, s o c ia l, fin a n c ia l, h u m a n, e .g .

Slide 63: Pro to vatio n  fe a rle s s e xp e rim e n ta tio n in ra pid , ite ra tive c yc le s  u n de rs ta n d ing th a t fa ilu re is fun

Slide 64: Ope n Autho rs hip  e a s e a nd s a vvy in c re a tin g c on te n t fo r “o p e n c on s u m p tion ” – th ro ug h p e e r 2 p e e r c irc u la tio n, c ita tio n, a n d m od ific a tio n

Slide 65: Eme rg e ns ig ht  a b ility to p re p a re fo r a n d h a n dle th e s urp ris in g re s u lts a n d c om p le xity th a t o c c ur a t la rg e r s c a le s

Slide 66: Lo ng bro ading  th in king in te rm s o f h ig h e r le ve l s ys te m s , m a s s ive ly m u ltip le c yc le s , a n d a m u c h b ig g e r p ic tu re

Slide 67: Co o pe ratio n Radar  th e a b ility to s e ns e , a lm o s t in tuitive ly, wh o wou ld m a ke th e b e s t c o lla b o ra to rs o n a p a rtic ula r ta s k

Slide 68: Signal/Nois e Managemme ntl in fo ,  filte rin g e a n in g fu p a tte rns , a nd c om m o n a litie s fro m m a s s ive ly-m u ltip le s tre a m s o f d a ta

Slide 69: 10 S upe r P owe rs of Ne tworke d G a m e rs -- or, 10 Ways to Turn Audie nc e s into Playe rs Mo b b a b ility Op e n Au th o rs h ip In flu e nc y E m e rg e n s ig h t P in g Qu o tie n t Lon g b roa d ing Mu lti-C a p ita lis m C o o p e ra tion Ra da r P ro tova tion S ig n a l/Nois e

Slide 70: S upe r-C olla b ora tive S C R AB B LE TM A 10 minute e xpe rime nt to h a rne s s yo ur 1 0 s up e rp owe rs

Slide 71: S upe r-C olla b ora tive S C R AB B LE TM Y ou h a ve 2 minute s e a c h round to join with oth e r pla ye rs a nd form a s h ig h -s c oring a word a s pos s ib le . If you a re not in a word wh e n time is up, you don’t g e t a ny points for th e rou nd! A 10-minute e xpe rime nt to h a rn e s s yo ur 1 0 s up e rp owe rs

Slide 72: S upe r-C olla b ora tive S C R AB B LE TM Th e Que s tio n Te am h a s 3 m inute s to write a q ue s tion e ng a g ing a s m a ny te a m m e m b e rs a s pos s ib le . Th e n, th e Ans we r Te am h a s 2 m inute s to write a n a ns we r. A 10-minute e xpe rime nt to h a rn e s s yo ur 1 0 s up e rp owe rs

Slide 73: 10 S upe r P owe rs of Ne tworke d G a m e rs -- or, 10 Ways to Turn Audie nc e s into Playe rs Mo b b a b ility Op e n Au th o rs h ip In flu e nc y E m e rg e n s ig h t P in g Qu o tie n t Lon g b roa d ing Mu lti-C a p ita lis m C o o p e ra tion Ra da r P ro tova tion S ig n a l/Nois e

Slide 74: www.s lide s hare .ne t/avantg am e “Y o u 've o pe ne d o ur e ye s a n d infe c te d o ur minds with re a litie s a n d p os s ib ilitie s .” – a s upe r ga me r Can CTAM c ome and play?