The Rise of the Happiness Brands

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How to harness the REAL power of games

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The Rise of the Happiness Brands - Presentation Transcript

  1. The Rise of the Happiness Brands JANE M C GONIGAL, PhD INSTITUTE FOR THE FUTURE
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  7. What humans crave: 1. satisfying work to do 2. the experience of being good at something 3. time spent with people we like 4. the chance to be a part of something bigger
    • The Quality of Life Index
    • The Happy Planet Index
    • “ Gross National Happiness”
    • Subjective Life Satisfaction
    • The Canadian Index of Well-Being
    • World’s Most Livable Cities
    • The Vanderford Riley Well Being Schedule
    • The Authentic Happiness Inventory
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  9. A future forecast ( 2013 ): the rise of the happiness brands
    • Quality of life becomes the primary metric for evaluating ALL consumer brands, services, environments, and experiences.*
    • *see TARA HUNT – “Happiness is your new business model”
    • Positive psychology is increasingly a principal, explicit influence on interactive design and development.
    • Communities form around different visions of a real life worth living .
    • A brand is defined by how great an increase in real happiness, or well-being it generates –
    • because happiness is the new capital .
    • So: Are you in the happiness business?
    • YES YOU ARE!!!
    • But how do we invent interactive systems that generate happiness?
    • What we need to become next: happiness engineers .
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    • Games work better.
        • Better instructions
        • Better feedback
        • Better community
        • Better emotions
  12. What humans crave: 1. satisfying work to do 2. the experience of being good at something 3. time spent with people we like 4. the chance to be a part of something bigger
    • Multiplayer games
    • are the
    • ULTIMATE
    • happiness engines .
    • Compared to games…
    • Reality is broken.
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    • “ We are witnessing what amounts to no less than a global mass exodus to virtual worlds and other online gaming environments.”
    • – economist Edward Castranova
    • It’s a quality of life problem.
    • How can we bridge the happiness gap between games and reality?
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  21. Happiness in the 21 st C.= passionate participation with systems with care about. In other words, happiness = engagement
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  23. SATISFYING OUR DESIRE FOR ENGAGEMENT . *
    • 100 million mental hours  WIKIPEDIA
    • 5 days of World of Warcraft
    • Q: By 2013 , which brands will become the leading-edge of happiness engineering?
    • A: Whoever best turns reality into a game , and consumers into players .
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    • “ Alternate realities ” make gameplay as ubiquitous as language.
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  27. “ An alternate reality is another way of experiencing existence.” G. S. ELRICK, 1978
    • Q: How can brands engineer happiness for consumers?
    • A: Create an alternate reality that engages consumers better than unbranded reality .
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    • Q: How can alternate realities change consumer behavior?
    • A: By turning real life choices about what to consume , where, and how, into an adventure .
  40. World Without Oil *
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    • Q: What technologies will drive alternate realities in the future?
    • A: Let’s find out!
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  66. So what’s important?
    • Reality is broken.
    • Games work better.
    • REAL happiness is the new driver of consumer behavior.
  67. The Rise of the Happiness Brands [email_address]

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