Fun and games for profit

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Invited Talk. Mobile Monday Meetup on Gamification

Invited Talk. Mobile Monday Meetup on Gamification

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  • 1. Social TV : Fun & Games for Profit Venu Vasudevan Betaworks Motorola Mobility MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC.All other trademarks are the property of their respective owners. © 2011 Motorola Mobility, Inc. All rights reserved.
  • 2. Betaworks Mobile Monday, Jan 2012 Page 2This talk .. cross product of two ‘trending’ topics .. © 2011 Motorola Mobility, Inc. 1/20/12
  • 3. Betaworks Mobile Monday, Jan 2012 Page 3Motorola Mobility Video Solutions.. Strong Android product lineup .. © 2011 Motorola Mobility, Inc.
  • 4. Betaworks Mobile Monday, Jan 2012 Page 4Motorola Mobility + Converged Soware & Solutions.. © 2011 Motorola Mobility, Inc. 1/20/12
  • 5. Betaworks Mobile Monday, Jan 2012 Page 5Me Mobile Media. Work led to first business with dominant Japanese operator in 15 years Scalable Dist systems. Converged (TV+ mobile). Architected largest ‘Pioneered’ the concept | network management business of dual-screen system TV within Motorola © 2011 Motorola Mobility, Inc. 1/20/12
  • 6. Betaworks Mobile Monday, Jan 2012 Page 6This talk .. •  Social TV. Draw users into the storytelling and media experience where’s the mobile bit •  Gamification. Meld Gameplay to drive greater quantity and quality of user participation in Social TV •  Gamification ain’t the only ‘Game’ in TV. Game Principles x TV  Games x TV © 2011 Motorola Mobility, Inc. 1/20/12
  • 7. Betaworks Mobile Monday, Jan 2012 Page 7TV : Past .. good, but asymmetric expensive investment media experience sparse analytics 1/20/12
  • 8. Betaworks Mobile Monday, Jan 2012 Page 8 Social TV © 2011 Motorola Mobility, Inc. 1/20/12
  • 9. Betaworks Mobile Monday, Jan 2012 Page 9Web (video) : Social from the get-g0 User Action © 2011 Motorola Mobility, Inc. 1/20/12
  • 10. Betaworks Mobile Monday, Jan 2012 Page 10Web (video) : Social from the get-g0 User Action User Value. Sensemaking. Risk. Veracity Belonging. Relevance © 2011 Motorola Mobility, Inc. 1/20/12
  • 11. Betaworks Mobile Monday, Jan 2012 Page 11Web (video) : Social from the get-g0 TV .. not so much © 2011 Motorola Mobility, Inc. 1/20/12
  • 12. Betaworks Mobile Monday, Jan 2012 Page 12Social TV. Adopt n’adapt social verbs to TV User trend for ‘offline’ Social TV – early | emergent Adapting to divided attention | shared viewing © 2011 Motorola Mobility, Inc. - Internal Confidential 1/20/12
  • 13. Betaworks Mobile Monday, Jan 2012 Page 13Social TV. Adopt|adapt social verbs to TV sport team player mojo events 1-screen ‘inlining’ technically doable © 2011 Motorola Mobility, Inc. realization sub-optimal 1/20/12
  • 14. Betaworks Mobile Monday, Jan 2012 Page 14Pervasive Dual-Screen TV Watching Compelling interactivity on mobile | tablet - familiar s/w platform - rapid industry iteration Source. Yahoo Advertising Solutions (2011) While TV Program is on 85% During TV Ad Breaks 25% Wait until Show is Over 7% Pause TV to use the Net 7% Other 1% Source: Nielsen Cross-Platform Panel – 2010 © 2011 Motorola Mobility, Inc. 1/20/12
  • 15. Betaworks Mobile Monday, Jan 2012 Page 15Mass participation needed to get beyond ‘Field of Dreams’ more engaged  Low participation = talking to yourself = low user gratification ✗ ⏏ gamification Low participation = uneven analytics insights = low business capacity for analytics based services ✗ 2nd screen ✗ ⏏ more people  Volume of Quality of User benefit ✖ participation contribution © 2011 Motorola Mobility, Inc. 1/20/12
  • 16. Betaworks Mobile Monday, Jan 2012 Page 16 .. and speaking of Gamification © 2011 Motorola Mobility, Inc. 1/20/12
  • 17. Betaworks Mobile Monday, Jan 2012 Page 17 Gamification = use of game design techniques and mechanics to solve problems & engage audiences. © 2011 Motorola Mobility, Inc. 1/20/12
  • 18. Betaworks Mobile Monday, Jan 2012 Page 18 Gamification = use of game design techniques and mechanics Badges to Achievement Levels solve problems & Leader Boards engage audiences. Progress meters Awards trade|redeem|gi User-user challenges Embedded casual games © 2011 Motorola Mobility, Inc. 1/20/12
  • 19. Betaworks Mobile Monday, Jan 2012 Page 19Gen 1 : Gamified Services ‘work’ hard | get badge Source. Sebastien Deterding (c) 2011 Motorola Mobility, Inc. 1/20/12
  • 20. Betaworks Mobile Monday, Jan 2012 Page 20Real-world user data  real-world rewards -  Badges alone inadequate -  Burn feeds Earn -  ‘Rewards’ consistent with intrinsic motivation
  • 21. Betaworks Mobile Monday, Jan 2012 Page 21 Some exchanges that work .. © 2011 Motorola Mobility, Inc. 1/20/12
  • 22. Betaworks Mobile Monday, Jan 2012 Page 22SeekingAlpha | Finance personalMotivation = $Reward = $ social 1/20/12
  • 23. Betaworks Mobile Monday, Jan 2012 Page 23StackOverflow| Soware Motivation =cred&‘self actualize’Reward = powersthat come withreputation 1/20/12
  • 24. Betaworks Mobile Monday, Jan 2012 Page 24USA Networks | Media Motivation = - deeper|unique engagement with program - special status Reward = Status + merchandise + Select access Source. Jesse Redniss 1/20/12
  • 25. Betaworks Mobile Monday, Jan 2012 Page 25 USA Networks | Media Real ‘returns’. 65K registrants, 25K app installs 40% li in 18-34 demo Real spend. 6000 pieces of Merchandise Source. Jesse Redniss 1/20/12
  • 26. BetaworksSpend ($ or equivalent) Mobile Monday, Jan 2012 Page 26 Naïve & ineffective Cone of reality .. Optimizing reward spend & business value generated Utopia value of human analytics
  • 27. Betaworks Mobile Monday, Jan 2012 Page 27From Core Principles to System Design Source. Drew Davidson(CMU) TV | Web Video Volume of participation Designing engagement within constraints of the experience .. UGC for better VoD recommendation © 2011 Motorola Mobility, Inc. 1/20/12
  • 28. Betaworks Mobile Monday, Jan 2012 Page 28Some ongoing directions of work .. Attention preserving interaction Frictionless participation ‘eyes free’|glanceable interfaces - gesture | shake - touch (no look) prone device - ‘smart actions’ | contextual completion - virtual Aaron Rodgers dance .. © 2011 Motorola Mobility, Inc.
  • 29. Betaworks Mobile Monday, Jan 2012 Page 29Some ongoing directions of work .. Attention preserving interaction Spend ($|virtual) Frictionless participation Cone of One reality size Personalized fits all Individualized value © 2011 Motorola Mobility, Inc. value of human analytics 1/20/12
  • 30. Betaworks Mobile Monday, Jan 2012 Page 30Some ongoing directions of work .. Attention preserving interaction Frictionless participation - wish list --> Infer optimal reward? - relative user willingness & ‘conversion value’ across verbs Individualized value (like vs comment) -  auto-matching reward cadence to user (e.g. fewer, bigger?) -  perceptions of progress & distance © 2011 Motorola Mobility, Inc.
  • 31. Betaworks Mobile Monday, Jan 2012 Page 31Last but not least .. Where do ‘second screen’ games fit Games as a Gamification construct demographic game design © 2011 Motorola Mobility, Inc. 1/20/12
  • 32. Betaworks Mobile Monday, Jan 2012 Page 32In Summary .. •  Gamification promising in: –  rejuvenating the repetitive (e.g. Socialization around TV) –  using social periphery to motivate willing participants •  User benefit are both direct (e.g. fun) and indirect (e.g. better recommenders) •  Benefits accrue only with critical mass of participation •  Achieving critical mass is a tractable techno-business proposition © 2011 Motorola Mobility, Inc. 1/20/12
  • 33. Betaworks Mobile Monday, Jan 2012 Page 33Questions? Credits. Nitya Narasimhan (Twitter. @nitya) © 2011 Motorola Mobility, Inc. 1/20/12