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Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital
 

Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital

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Simon Egenfeldt Nielsen fra Serious Games Interactive til NOW is Digital taler om Gamification

Simon Egenfeldt Nielsen fra Serious Games Interactive til NOW is Digital taler om Gamification

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  • The cost to getloyality is decreasingwhereas the value of status and social and power is increasing. So itsbasiciallybecoming ’cheaper’ to getpeople
  • The potential is endless: Superbrugsen (tried all, fruitlovers, fair trader etc.), PostDanmark (int. Packages), Magazines (Royals, famous – got it all, found more stuff.. Go all the colletables

Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital Presentation Transcript

  • Gamification
    Serious Games: Press start to play
    Now is Digital, 15th June ‘11
    Simon Egenfeldt-Nielsen, PhDCEO, founder Serious Games Interactive
    Selected productions Serious Games Interactive 2006-2011 ©
  • My Background
    • MA Psychology
    • PhD Games & learning
    • Mixing industry & research
    Computer games
    • Global Conflicts-series
    • Playing History-series
    • +20 games for clients
    European Research projects: SIREN, PlayMancer, Vistra& GaLa
  • Company background
    • Serious Games Interactive (SGI) was founded in 2006 in Copenhagen, Denmark.
    • Covered in most major news outlets and won numerous awards.
    • Develop serious games that combines playing, learning, communication and story-telling.
    • We are a cross-disciplinary team of 18 people with strong roots in research.
    • Range of different client: Amnesty, Unicef, Kaplan, WWF, The Danish National Museum, World bank, LEGO and European Schoolnet.
  • What is serious games…
    ”A solution that use game mechanics and game technology for more than entertainment"
  • What is gamification…
    ”Integrating game dynamics into a site, service, activity, community, content or campaign, in order to encourage a certain behavior, attitude or skill."
  • What this is about…
  • Serious games VS gamification
    Serious games are about developing new, finite and unique solutions based on game mechanics
    VS.
    Gamification about developing new structures and incentives around existing experience.
  • Serious games VS gamification
    Product vs. meta
    Ex.: School - Learning games vs. incentive activity structures
    Ex.: Health - Rehabilitation game vs. weight-loss app
    Ex. Corporations - Onboarding game vs. customer service tool
  • Agenda
    Why games matters?
    Why gamificationnow?
    What is gamification
    Who have done this?
    How to get started?
  • Game industry growing fast…
    EUR 15bn
    EUR 30bn
    EUR 75bn
    1990
    2000
    2010
  • We invest 3 Billion hours every week in playing games
    Everyone…
  • Source: Mr. Toledano
  • Agenda
    Why games matters?
    Why gamification now?
    What is gamification
    Who have done this?
    How to get started?
  • The attention economy
    Gamification signals a greater shift…
    Fight for attention & relevance
    Need for engaged users
    Need for user permissions
    Getting more creative in user interaction
  • The pre-history of gamification
    Coupon codes
    Virtual rewards
    Cash incentives
    Loyalty systems
    1900s
    2000s
    1980s
    1930s
  • Cost and status
    Value
    Cost
    Source: Gabe Zichermann
  • The power of computers…
    Listen…
    Read…
    View
    Doing & experiencing
    Representation –
    we can really only ‘show’ things
    Simulation –
    We can represent, track, interact and manipulate
  • Why gamification now?
    • Digitalization & Virtualization constantly increasing.
    • Tracking, feedback and reward structures easy to embed.
    • Games are increasingly becoming omnipresent
  • Agenda
    Why games matters?
    Why gamification now?
    What is gamification
    Who have done this?
    How to get started?
  • What is gamification…
    ”Integrating game dynamics into a site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."
  • Haven’t we seen this before?
    Sociology
    Behavioural theories
    Control theory
    Psychology
    Game theory
    Cybernetics
    Behavioural economics
    Behaviour change
  • How gamification can work
    Active
    Challenge
    Win condition
    Rewards
    “A game is a pastime with formal and predefined set of rules for the progression of a game session, with built-in and quantitative definitions of success and failure.”
    - Jesper Juul
    Achievement
    Social status
  • The key rewards (they overlap)…
    Status
    The most effective reward and it cost designers nothing. Taps into social nature of people.
    Access
    Powerful for progressing people and support status. Eg. VIP access to special areas or voting.
    Power
    Effective incentive comes in many shapes like kicking people, voting for changes etc.
    Both be virtual and material. Both can free or costly. Probably the least effective incentive.
    Stuff
  • How gamification work
    Experience systems
    Rapid, frequent feedback
    Rewards for effort
    Uncertainty
    Short- and long-term goals
    Other people
    Source: Tom Chatfield [2010]
  • When it works…
  • Pitfalls
    • Everyone = no-one? It’s difficult to engage everyone - women, elderly, hip-hopper, casual, hardcore etc.
    • Pseudo victory: Rewards are not achievements - it needs to be meaningful. Not just 'badgification or pointification'.
    • Participation bandwidth: Need to be interesting and engaging enough to draw people away from something else.
    • Unintended consequences: When you engineer behaviors you may make mistakes that leads to unforeseen results.
    • Undermining intrinsic values: By providing external rewards for something that should be intrinsic you risk undermining inner drive.
  • Agenda
    Why games matters?
    Why gamification now?
    What is gamification
    Who have done this?
    How to get started?
  • Case: Eksperten.dk
  • Case: British American Tobacco
  • Case: Ribbon Hero
    4 months after release
    +100.000 Downloads
    +120.000 Challenges played
    Microsoft Office seen as innovative, interesting and cool.
    Source: Microsoft Office Lab through Gabe Zichermann
  • Case: Speeding control
  • Case: Nike+
  • Case: Farmville
  • Case: Car dash boards
  • Agenda
    Why games matters?
    Why gamification now?
    What is gamification
    Who have done this?
    How to get started?
  • First steps…
    • Identify your target behavior change
    • Create game challenges around those targets
    • Create good feedback loops for rewarding right behavior
    • Create status/achievement system for recognizing winners
    A creative process that requires understanding users, games and business..
  • The Wrap-up
    It appears to be working
    We have always been doing this
    But its more triggy than it appears
    Now we have identified it’s more powerful.
    Bring the engagement to the product –
    not the other way around
  • Contact details
    Serious Games Interactive
    www.seriousgames.dkwww.globalconflicts.eu
    www.playinghistory.eu
    Simon Egenfeldt-Nielsen
    www.egenfeldt.eu
    sen@seriousgames.dk