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Games are the new Normal (keynote Immersion 2011)

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  • Titleslide TBD
  • Explosion in number of gamers – 4 years ago WoW was cultural phenomenon with 12M players (today medium sized social game)
  • Everincreasing importance of entertainment
  • The Free Economy – free to play vs $50+ upfront
  • Motivation = status & competition (brag about your business trips, show how global you are)
  • Victory conditions: collect all the streets towin
  • Victory & gamerulesautomated: gamewill tell you how wellyoudid (points, challenges)

Games are the new Normal (keynote Immersion 2011) Games are the new Normal (keynote Immersion 2011) Presentation Transcript

  • « Games Are The New Normal »
  • « Games are the new Normal »• Generations °80’s grew up with videogames, many of them still play today.• All of them are consumers and potential clients.• A lot of them are today’s decision-makers, managers, influencers.• Game mechanics are not a novelty, it’s ’how it should be’.
  • Gamification!Image from Flickr
  • Gamification?• Gamification is the use of game mechanics for non-game applications/businesses.• Game mechanics: – Level structure – Reward (feedback) systems: points, badges, … – Competitive elements (leaderboards, tournament) – Appointment mechanics – Virtual currency – …
  • It’s not (always) about making stuff FUN Gamification =! Making a game Gamification =! Making a boring business/activity more fun Gamification = using game elements or mechanics to improve businesses or experiences
  • Image from gogaminggiant.com Before 2008: - Games = Niche - Big, But Closed Industry - Brands & Non-Gamers Not Welcome
  • Number of gamers exploded: 2000: 250M 2011: 1B+ • New fast-growing ‘open’ platforms (Fb, iOS) • Metrics-led design, new generation of game devs • Broadband penetration • Free!Image from chandlersfantasyblog.com
  • Growing importance of entertainment. Digital entertainment industry revenues tripled in last decade. “Consumers appetites for entertainment, experience and new technologies are insatiable” IBM, Media & Entertainment 2010Image from bestthemeparks.blogspot.com
  • FreemiumFree-to-Play
  • Social Games: Hyped, inflated, but REAL REVENUEImage from Flickr
  • Brands Are Welcome!
  • Gamification ingredientsImage from free-photos.biz
  • 1. What motivates the user/customer?2. What are the mechanics/rules?3. Is there Social Interaction?4. How do you Win/Level Up? (victory conditions)
  • What motivates the user?• Power• Personal development• Being recognised, Status• Curiosity, learning, creating• Winning (prizes, cash)• Competition• Affiliation, social interaction (‘making friends’)• Ownership, control• Achievement
  • TripIt - leaderboardsStatus & competition (brag about your business trips, show how ‘global’ you are)Changes dynamics of travel planning.
  • Credit Cards - Levels• Basic but effective Level design• Unclear, vague victory conditions add to status
  • Game mechanics• Resource Management• Auction• Luck, Random elements• Time (against the clock)• Rewards (badges, points, achievements)• Risk (penalty vs reward)• Levels• Collecting• Leaderboard• Points, Virtual Currency• Capture (remove opponent’s tokens/resources)• Appointment mechanics (come back in 15 minutes or else)• …
  • Mindshapes – gamified educationGamified learning apps for kids
  • B2B - DevHub• Gamified website creation• Make the process fun and rewarding
  • • Badges, Achievements• Characters• ‘Virtual World’
  • Social Interaction• Social Graph• Gifting• Feedback (internal/external)• Status, peer recognition• Communal collaboration• Leaderboard• Self-expression (Avatars, customisation)• Exchange
  • Nike+
  • Victory Conditions• Elimination (wipe out competitors)• Score (most points win)• Race (first player wins)• Territory control (biggest area)• Game-specific rules
  • McDonald’s Monopoly Promotion• Victory = collect the right sets of streets
  • EA Sports ActiveVictory & game rules automated: software tells you how well you did (points, challenges)
  • • Criticism: – ‘Pointsification’ – Fluffy metrics (‘engagement’) – Re-inventing loyalty systems – Ugly word• Most gamification projects are ‘glorified loyalty programmes’.• Game mechanics can’t fix broken businesses!
  • Raf Keustermans raf@plumbee.co.uk twitter.com/raf_keustermansImage from Flickr