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

    • 1. Gamification<br />Serious Games: Press start to play<br />Now is Digital, 15th June ‘11<br />Simon Egenfeldt-Nielsen, PhDCEO, founder Serious Games Interactive<br />Selected productions Serious Games Interactive 2006-2011 © <br />
    • 2. My Background<br /><ul><li> MA Psychology
    • 3. PhD Games & learning
    • 4. Mixing industry & research</li></ul>Computer games<br /><ul><li> Global Conflicts-series
    • 5. Playing History-series
    • 6. +20 games for clients</li></ul>European Research projects: SIREN, PlayMancer, Vistra& GaLa<br />
    • 7. Company background<br /><ul><li>Serious Games Interactive (SGI) was founded in 2006 in Copenhagen, Denmark.
    • 8. Covered in most major news outlets and won numerous awards.
    • 9. Develop serious games that combines playing, learning, communication and story-telling.
    • 10. We are a cross-disciplinary team of 18 people with strong roots in research.
    • 11. Range of different client: Amnesty, Unicef, Kaplan, WWF, The Danish National Museum, World bank, LEGO and European Schoolnet.</li></li></ul><li>
    • 12.
    • 13. What is serious games…<br />”A solution that use game mechanics and game technology for more than entertainment"<br />
    • 14.
    • 15. What is gamification…<br />”Integrating game dynamics into a site, service, activity, community, content or campaign, in order to encourage a certain behavior, attitude or skill."<br />
    • 16. What this is about…<br />
    • 17. Serious games VS gamification<br />Serious games are about developing new, finite and unique solutions based on game mechanics<br />VS. <br />Gamification about developing new structures and incentives around existing experience.<br />
    • 18. Serious games VS gamification<br />Product vs. meta<br />Ex.: School - Learning games vs. incentive activity structures<br />Ex.: Health - Rehabilitation game vs. weight-loss app<br />Ex. Corporations - Onboarding game vs. customer service tool<br />
    • 19. Agenda<br />Why games matters?<br />Why gamificationnow?<br />What is gamification<br />Who have done this?<br />How to get started?<br />
    • 20. Game industry growing fast…<br />EUR 15bn<br />EUR 30bn<br />EUR 75bn<br />1990<br />2000<br />2010<br />
    • 21. We invest 3 Billion hours every week in playing games<br />Everyone…<br />
    • 22. Source: Mr. Toledano<br />
    • 23. Agenda<br />Why games matters?<br />Why gamification now?<br />What is gamification<br />Who have done this?<br />How to get started?<br />
    • 24. The attention economy<br />Gamification signals a greater shift… <br />Fight for attention & relevance<br />Need for engaged users<br />Need for user permissions<br />Getting more creative in user interaction<br />
    • 25. The pre-history of gamification<br />Coupon codes<br />Virtual rewards<br />Cash incentives<br />Loyalty systems<br />1900s<br />2000s<br />1980s<br />1930s<br />
    • 26. Cost and status<br />Value<br />Cost<br />Source: Gabe Zichermann<br />
    • 27. The power of computers…<br />Listen…<br />Read…<br />View<br />Doing & experiencing<br />Representation – <br />we can really only ‘show’ things<br />Simulation –<br />We can represent, track, interact and manipulate<br />
    • 28. Why gamification now?<br /><ul><li>Digitalization & Virtualization constantly increasing.
    • 29. Tracking, feedback and reward structures easy to embed.
    • 30. Games are increasingly becoming omnipresent</li></li></ul><li>Agenda<br />Why games matters?<br />Why gamification now?<br />What is gamification<br />Who have done this?<br />How to get started?<br />
    • 31. What is gamification…<br />”Integrating game dynamics into a site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."<br />
    • 32. Haven’t we seen this before?<br />Sociology<br />Behavioural theories<br />Control theory<br />Psychology<br />Game theory<br />Cybernetics<br />Behavioural economics<br />Behaviour change<br />
    • 33. How gamification can work<br />Active<br />Challenge<br />Win condition<br />Rewards<br />“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.”<br />- Jesper Juul<br />Achievement<br />Social status<br />
    • 34. The key rewards (they overlap)…<br />Status<br />The most effective reward and it cost designers nothing. Taps into social nature of people. <br />Access<br />Powerful for progressing people and support status. Eg. VIP access to special areas or voting.<br />Power<br />Effective incentive comes in many shapes like kicking people, voting for changes etc.<br />Both be virtual and material. Both can free or costly. Probably the least effective incentive.<br />Stuff<br />
    • 35. How gamification work<br />Experience systems<br />Rapid, frequent feedback<br />Rewards for effort<br />Uncertainty<br />Short- and long-term goals<br />Other people<br />Source: Tom Chatfield [2010]<br />
    • 36. When it works…<br />
    • 37. Pitfalls<br /><ul><li>Everyone = no-one? It’s difficult to engage everyone - women, elderly, hip-hopper, casual, hardcore etc.
    • 38. Pseudo victory: Rewards are not achievements - it needs to be meaningful. Not just 'badgification or pointification'.
    • 39. Participation bandwidth: Need to be interesting and engaging enough to draw people away from something else.
    • 40. Unintended consequences: When you engineer behaviors you may make mistakes that leads to unforeseen results.
    • 41. Undermining intrinsic values: By providing external rewards for something that should be intrinsic you risk undermining inner drive. </li></li></ul><li>Agenda<br />Why games matters?<br />Why gamification now?<br />What is gamification<br />Who have done this?<br />How to get started?<br />
    • 42. Case: Eksperten.dk<br />
    • 43. Case: British American Tobacco<br />
    • 44. Case: Ribbon Hero<br />4 months after release<br />+100.000 Downloads<br />+120.000 Challenges played<br />Microsoft Office seen as innovative, interesting and cool. <br />Source: Microsoft Office Lab through Gabe Zichermann<br />
    • 45. Case: Speeding control<br />
    • 46. Case: Nike+<br />
    • 47. Case: Farmville<br />
    • 48. Case: Car dash boards<br />
    • 49. Agenda<br />Why games matters?<br />Why gamification now?<br />What is gamification<br />Who have done this?<br />How to get started?<br />
    • 50. First steps…<br /><ul><li>Identify your target behavior change
    • 51. Create game challenges around those targets
    • 52. Create good feedback loops for rewarding right behavior
    • 53. Create status/achievement system for recognizing winners</li></ul>A creative process that requires understanding users, games and business.. <br />
    • 54. The Wrap-up<br />It appears to be working<br />We have always been doing this<br />But its more triggy than it appears<br />Now we have identified it’s more powerful.<br />Bring the engagement to the product – <br />not the other way around<br />
    • 55. Contact details<br />Serious Games Interactive<br />www.seriousgames.dkwww.globalconflicts.eu<br />www.playinghistory.eu<br />Simon Egenfeldt-Nielsen<br />www.egenfeldt.eu<br />sen@seriousgames.dk<br />

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