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Trans-media Gamification Opportunities for Serious Gaming
 

Trans-media Gamification Opportunities for Serious Gaming

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This presentation covers trans-media gamification opportunities in the serious gaming space while also defining some of the now-overhyped terms such as "gamification" & "game mechanics" and also ...

This presentation covers trans-media gamification opportunities in the serious gaming space while also defining some of the now-overhyped terms such as "gamification" & "game mechanics" and also provides several examples of Fortune 1000 companies using gamification for their brands.

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    Trans-media Gamification Opportunities for Serious Gaming Trans-media Gamification Opportunities for Serious Gaming Presentation Transcript

    • the digital entertainment alliance Trans-media Gamification Opportunities for Serious Gaming burnes saint patrick hollyman, president & ceo the digital entertainment alliance/PLANET TEXAS STUDIOS july 23, 2011 redmond, washington the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance
    • the digital entertainment alliance burnes saint patrick hollyman the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 1
    • the digital entertainment alliance overview ★ landscape ★ hypification ★ game mechanics & trans-media ★ some examples the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 2
    • the digital entertainment alliance landscape the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 3
    • the digital entertainment alliance tv or film 11 pm 12 1 am 1960s 10 pm Midnight 2 am 9 pm 3 am 8 pm 4 am 7 pm 5 am radio 6 pm 6 am paper 5 pm 7 am 4 pm 8 am radio 3 pm 9 am 2 pm 12 10 am 1 pm Noon 11 am the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 4
    • the digital entertainment alliance texting pandora 11 pm 12 1 amyou tube 9 pm 10 pm Midnight 2 am 3 am 2011 8 pm 4 am facebook 7 pm 5 amnetflix/ cable 6 pm 6 am 5 pm 7 am 4 pm 8 am web 3 pm 9 am surfing 2 pm 12 10 am core gaming 1 pm Noon 11 am casual gaming iTunes 5 the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance
    • the digital entertainment alliance the gaming landscape $50-75 Billion browser/client browser/client license & hardware mobile mobile internet connectivity internet-based internet-based advertising free-to-play free-to-play license & hardware e-commerce advertising advertising stand alone micro-payments micro-payments micro-payments console/pc box console network social network gaming massive online cloud the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 6
    • the digital entertainment alliance audience source: esa, 2011 the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 7
    • the digital entertainment alliance hypification the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 8
    • the digital entertainment alliance gamification Web definitions ◦ Gamification is the integration of game mechanics or game dynamics into a website, service, community, campaign, or application in order to drive participation and engagement. ... en.wikipedia.org/wiki/Gamification ◦ (Gamify) To incorporate fun game-play elements into a website that attempt to drive participation in an activity by providing reward and motivation for doing so. vview.co.za/definitions/ ◦ The art and science of using game mechanics in non-game businesses to increase efficiency, customer loyalty and engagement. www.business2community.com/strategy/gamification-dictionary… the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 9
    • the digital entertainment alliance trans-media the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 10
    • the digital entertainment alliance hype cycle hype source: gartner, 2011 the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 11
    • the digital entertainment alliance the reality? the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 12
    • the digital entertainment alliance bye honey, send alimony the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 13
    • the digital entertainment alliance virtual worlds Registered 200 million 750 million (FB) Subscribers 22 million 25 million (1 game) Concurrent Users 50K-60K ~ 2.5 million 230 million/day (Games) the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 14
    • the digital entertainment alliance sim “learning” ghost town the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 15
    • the digital entertainment alliance HOW CAN WE MAKE SERIOUS PLAY MORE COMPELLING? be LESS SERIOUS, lighten up. go WIDER. dig DEEPER. CREATE A RICHER EXPERIENCE. the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 16
    • the digital entertainment alliance game mechanics, trans-media & experience design the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 17
    • the digital entertainment alliance serious business processes Develop and Market and Sell Develop Vision and Deliver Products Manage Customer Manage Products Products and Strategy and Services Service and Services Services Define the business Manage product Understand Plan for and Develop customer concept and long- and service markets, acquire necessary care/customer term ... portfolio customers, an... resources (Su... service strategy Plan and manage Develop business Develop products Develop marketing Procure materials customer service strategy and services strategy and services operations Produce/ Measure and Manage strategic Develop sales Manufacture/ evaluate customer initiatives strategy Deliver product service operations Develop and Deliver service to manage marketing customer plans Develop and Manage logistics manage sales plans and warehousing the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 18
    • the digital entertainment alliance game mechanics the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 19
    • the digital entertainment alliance “Darla” - ownership game mechanics time management leveling up status companion gaming the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 20
    • the digital entertainment alliance scvgr’s secret sauce:‘playdeck’ 1. achievement 21. free lunch 41. social fabric of games 2. appointment dynamics 22. fun once, fun always 42. status 3. avoidance 23. interval reward schedules 43. urgent optimism 4. behavioral contrast 24. lottery 44. variable interval rewards schedules 5. behavioral momentum 25. loyalty 45. variable ratio reward schedule 6. blissful productivity 26. meta game 46. viral game mechanics 7. cascading information theory 27. micro leader-boards 47. virtual items 8. chain schedules 28. modifiers 9. communal discovery 29. moral hazard of game play 10. companion gaming 30. ownership 11. contingency 31. pride 12. countdown 32. privacy 13. cross-situation leader-boards 33. progression dynamic 14. disincentives 34. ratio reward schedule 15. endless games 35. real time vs. delayed 16. envy 36. reinforcer 17. epic meaning 37. response 18. extinction 38. reward schedules 19. fixed interval reward schedules 39. rolling physical goods 20. fixed ratio reward schedules 40. shell game 21 the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance
    • the digital entertainment alliance the dea trans-media framework Context/ when & where the experience happens Venue Application & what and how the experience works Content Services plumbing to make the experience work software, hardware & networks to deliver the Infrastructure experience 22 the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance
    • the digital entertainment alliance the dea trans-media gameboard digital gaming social digital mobi- film/cgi/ digital net & IW networks advert com music tv animation Context/Venue Application & Content Services Infrastructure 23 the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance
    • the digital entertainment alliance the experience pallet DURATION initiation immersion BREADTH conclusion product SIGNIFICANCE continuation service meaning brand status/identity name(s) motion/lifestyle channel/environment price space function promotion TRIGGERS EXPERIENCE price sight sound INTERACTION smell passive taste active touch INTENSITY interactive concepts reflex symbols habit engagement source: nathan shedroff, “Meaningful Experiences”, www.nathan.com the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 24
    • the digital entertainment alliance narrative tradition elements character theme character arc style back story form genre plot narrator story arc time setting medium the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 25
    • the digital entertainment alliance some examples the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 26
    • the digital entertainment alliance full spectrum warrior the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 27
    • the digital entertainment alliance rubbermaid source: clarkaldrichdesigns.com the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 28
    • the digital entertainment alliance mini cooper source: mini.com the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 29
    • the digital entertainment alliance jeep tripcast source: tocquigny.com the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 30
    • the digital entertainment alliance progressive insurance source: yahoo games the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 31
    • the digital entertainment alliance flower - that game company source: sony playstation network the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 32
    • the digital entertainment alliance epic win resources dealliance.com clarkealdrichdesigns.com gamasutra.com gamification.org janemcgonical.com scvngr.com en.wikipedia.org/wiki/Gamification the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 33
    • the digital entertainment alliance contact burnes saint patrick hollyman president & c.e.o., the digital entertainment alliance PLANET TEXAS STUDIOS 501 n. IH-35 austin, texas 78703 512.825.6866 - direct 512.485.3030 - main bhollyman@digitalentertainmentalliance.com www.digitalentertainmentalliance.com dealliance - twitter the digital entertainment alliance (cc) copyright, 2011 www.dealliance.com twitter: dealliance 34