Persuasive Game Design

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At this event, we will explore game mechanics and how they can be used to improve digital products, going beyond pure entertainment, to solve real world problems. This new trend is gaining in …

At this event, we will explore game mechanics and how they can be used to improve digital products, going beyond pure entertainment, to solve real world problems. This new trend is gaining in popularity and brands are reworking their digital resources. Solutions have appeared in a rich assortment of industries, including health, education, finance. Game mechanics can be used to facilitate communication, leverage common interests, create change, and locate missing persons. Some refer to this trend as serious games. Bottom-line: the use of game mechanics allow companies to solve problems, forge a stronger connection with their customers, and create a better user experience.

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  • GioConsultant, author, public speaker on marketing, organizational design, and social technology. Today I am CEO of SocialxDesign, a new consultancy that's enabling businesses and government agencies to grow by more effectively engaging new audiences.I am a regular contributor for Forbes, a columnist for ClickZ (the “Marketing to Latinos” column), and the author of an upcoming book on how social engagement is helping to remake the way government services are delivered. In addition, I am a frequent speaker on enterprise collaboration, the multicultural Web, and innovation in marketing. Recent speaking engagements include Enterprise 2.0, SxSW, Pivot, TEDx San Juan, and SES. Politic 365 recently named me a “game changer” for my work in multicultural media, marketing, and civic engagement. KetyKety leads the digital practice for Fenton’s Western region. Her commentary has been featured in stories for the Wall St. Journal, HITN, PBS, CNN, Televisa and Univision. Her work has taken her to China and Ethiopia with the UN Economic Commission for Africa. She spent 3 years coaching executives for a fortune 100 company on human capital and diversity in the US, Canada and Latin America. She directed Latino outreach for a Presidential Campaign. She was the New Media Manager for the National Council of La Raza and the interim CEO for Latinos in Social Media. Most recently she was a VP with Ogilvy and Principal of Esquivel McCarson Consulting. She has worked with CDC, HHS, Huggies, Marriott, Mexico, PBS and the UN.011 PRSA-NCC Thoth Award Category Winner - Global Communications 

2011 Ogilvy Public Relations Worldwide Professional Achievement Awards Winner

2011 Digital/Social Global Agency of the Year, Holmes Report

Maynard Institute 31 Profiles of Women of Color in Digital Spaces

Huffington Post 7 Young Latinos In Online Media To Watch In 2012

2012 Politic365 Game Changer

Cornell Tradition AwardCarlosSocial Entrepreneur and Information and Communication Technologies for Human Development professional with over 15 years of field experience on Information Society, Human Development, Innovation, Education, Government, Open Knowledge, Social Networks, Entrepreneurship, Ecology and Disaster Relief and Recovery in Latin America, the Caribbean and Asia.

- Acknowledged as one of "20 Latin American Leaders of the Internet" (CNN, 2000).
- Awarded the Google Developing World Scholarship (2004).
- Digital Vision Fellow, Stanford University (2004-05).
- Public ICT Researcher, United Nations Economic Commission for Latin America and Caribbean (2006).
- Social Entrepreneur in Residence, National University of Singapore (2010-11).
- Guest on-board Educator, Peace Boat (2011).
  • Points We Want to Make/Remind People (and how this relates to leadership)Latinos over-index on sociallet’s unpack thatHispanics aren’t monolithic; despite our differences there are things that bind usWhite House Hispanic Initiative exampleImmigration reformPuerto Ricans and Cubans do careWhat is Social?It has been narrowly defined; it’s a lot of things including off-lineThe Unconference movement - growing trendoffline meetings for consensus, leadership, empowermentIt’s not just the medium, it’s the purposeThought leadership is a purposeIndoctrination of being a leader in your communityyour communication skills matterleadership is what we doTo be a leaderstructural barriers in real lifehaving access to a computer can allow you to transcend historic barriersDefinition of leadershipJohn Hagel & Gio: somebody who creates more leadersModels of LeadersLeader leadersServant leadersTransformational leadersSelf Led - don’t wait for the one, you are the one; you’re not just your own brand (can we unpack this? - branding is helping to understand your purpose, what you actually do), you are your own masteryou don’t have to be a leader foreversoft powerleader as a what you do not a who you areCultural challengesleadership vs humilitygender differencesChanges in movementsOccupy - we don’t have a leader; it’s actually leaderfulTechnology-enabled longtailvery niche-fied leadershipLack of Broad Latino LeadershipWhy are there are so few Latino leaders that crossover?Cultural barriersPassivity and insularity - barrier to progressit’s how we think about ourselveslow trust cultureMario Salinas TED talk - Hispanics as victims/passive-aggressivePast/present/future - mindtime frameworkTechnology Aided Leadership and ManagementQuantified SelfBehavior DesignHow do you get beyond advocacy to action?Design a campaign that gets outcomesPETAVegan mofongoSpectrum and a FunnelAwareness and knowledgeMovement from awareness to consideration to decisionmaking to action to advocatesSocial gives people a voiceDifferent ActorsNational Orgs/Grassroots OrgsIndividualsLatino VisibilityFew Visible leadersWhat do We Do

Transcript

  • 1. PERSUASIVE GAMETECHNOLOGYMay 15, 2013Silicon Valley Innovation InstituteOffices of Sheppard Mullin
  • 2. PanelMargarita QuihuisSenior Fellow, SocialxDesign,Director, Stanford PeaceInnovation Lab@msquihuisChris BennettGame Designer in Residence,Stanford Peace Innovation Lab@ceasar_xStephanie SpongGeneral Partner, MoksaVenturesAlbert ChenAssistant Professor, GameDesign and Development,Cogswell CollegeAndrew MeyerDigital Entertainment DesignerSony, Time Warner, PlayFirst,EA/Bioware, Zynga, 2K Games
  • 3. Points to Ponder• How can mobile and social technologies combined with game mechanics create and improveproducts and services in the real world?• Behavior = Motivation + Ability + Trigger• Incentives and Rewards: Status/Access/Power/Stuff• Games are more than badges• Core Loops and Compulsion Analysis• Games as effective drug delivery systems to the brain• “Blended Reality”• “Judicious Gamification”• Serious Games• Games as social task management• Games as a social art form
  • 4. Behavior Model
  • 5. Power of NarrativeLife is the story of growthnoviceproblemsolverexpert master visionary
  • 6. Games & Brain ChemistryLearningConcentrating, solving puzzles, accumulating knowledge, exploringNorepinephrineOvercoming Challengescompeting, winning, accomplishments victory in the face of adversity,challenge, thrill respectEpinepherine (adrenaline)Social ConnectionsBonding, collaboration, cooperationOxytocinBuilding/Finding Ordercontentment, faith, completeness, order, part of a larger plan, clear rules,right and wrong, purpose, teachingSeratonin
  • 7. What’s Your Core Loop?
  • 8. Compulsion Analysis
  • 9. TacticalWhat can you start doing on Monday morning?• Crispy define a measureable actionable behavior• Select the appropriate technology• Define your core loop• Understand your compulsion analysis• Measure the behavior• Test engagement strategies