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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
      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 ©
    • 2. My Background
      • MA Psychology
      • 3. PhD Games & learning
      • 4. Mixing industry & research
      Computer games
      • Global Conflicts-series
      • 5. Playing History-series
      • 6. +20 games for clients
      European Research projects: SIREN, PlayMancer, Vistra& GaLa
    • 7. Company background
      • 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.
    • 12.
    • 13. What is serious games…
      ”A solution that use game mechanics and game technology for more than entertainment"
    • 14.
    • 15. 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."
    • 16. What this is about…
    • 17. 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.
    • 18. 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
    • 19. Agenda
      Why games matters?
      Why gamificationnow?
      What is gamification
      Who have done this?
      How to get started?
    • 20. Game industry growing fast…
      EUR 15bn
      EUR 30bn
      EUR 75bn
      1990
      2000
      2010
    • 21. We invest 3 Billion hours every week in playing games
      Everyone…
    • 22. Source: Mr. Toledano
    • 23. Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      How to get started?
    • 24. 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
    • 25. The pre-history of gamification
      Coupon codes
      Virtual rewards
      Cash incentives
      Loyalty systems
      1900s
      2000s
      1980s
      1930s
    • 26. Cost and status
      Value
      Cost
      Source: Gabe Zichermann
    • 27. The power of computers…
      Listen…
      Read…
      View
      Doing & experiencing
      Representation –
      we can really only ‘show’ things
      Simulation –
      We can represent, track, interact and manipulate
    • 28. Why gamification now?
      • Digitalization & Virtualization constantly increasing.
      • 29. Tracking, feedback and reward structures easy to embed.
      • 30. Games are increasingly becoming omnipresent
    • Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      How to get started?
    • 31. What is gamification…
      ”Integrating game dynamics into a site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."
    • 32. Haven’t we seen this before?
      Sociology
      Behavioural theories
      Control theory
      Psychology
      Game theory
      Cybernetics
      Behavioural economics
      Behaviour change
    • 33. 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
    • 34. 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
    • 35. How gamification work
      Experience systems
      Rapid, frequent feedback
      Rewards for effort
      Uncertainty
      Short- and long-term goals
      Other people
      Source: Tom Chatfield [2010]
    • 36. When it works…
    • 37. Pitfalls
      • 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.
    • Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      How to get started?
    • 42. Case: Eksperten.dk
    • 43. Case: British American Tobacco
    • 44. 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
    • 45. Case: Speeding control
    • 46. Case: Nike+
    • 47. Case: Farmville
    • 48. Case: Car dash boards
    • 49. Agenda
      Why games matters?
      Why gamification now?
      What is gamification
      Who have done this?
      How to get started?
    • 50. First steps…
      • 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
      A creative process that requires understanding users, games and business..
    • 54. 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
    • 55. Contact details
      Serious Games Interactive
      www.seriousgames.dkwww.globalconflicts.eu
      www.playinghistory.eu
      Simon Egenfeldt-Nielsen
      www.egenfeldt.eu
      sen@seriousgames.dk

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