Digital Hot List Presentation - Ayogo

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Ayogo presents at nextMEDIA Toronto's 2010 Digital Hot List!

The Digital Hot List is a market access program in which nextMEDIA searches high and low for the online properties, digital superstars or technologies that would interest advertising executives enough to pitch to their brands. Join us as we highlight this year's top nominees and find out what advertisers are looking for in terms of digital media initiatives and partnerships for 2010, how advertisers analyze digital initiatives before taking them to their clients, and who are the key players making this happen.

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  • A “serious game” is a game that has a purpose beyond entertainment. A game that’s designed to help us create (or break) a habit, develop a skill, or absorb some information. A simple example might be a pattern-matching game you use to improve your spatial acuity; a more complex one, the use of a virtual 3d environment to simulate military scenarios for training purposes. These games work because our brains are designed for play, and to use play to rewire itself to better adapt to the environment.
  • A “serious game” is a game that has a purpose beyond entertainment. A game that’s designed to help us create (or break) a habit, develop a skill, or absorb some information. A simple example might be a pattern-matching game you use to improve your spatial acuity; a more complex one, the use of a virtual 3d environment to simulate military scenarios for training purposes. These games work because our brains are designed for play, and to use play to rewire itself to better adapt to the environment.
  • One of the elegant elements of our brain’s design is that it helps us adapt by rewarding play. We’ve all noticed that when we play “successfully”, that is, when we are (or seem to be) improving our results from game to game, when we win, we feel good.
  • We feel good because our brain is rewarding the behavior by releasing dopamine, a neurotransmitter. Dopamine is one of the main reasons we say games are “addictive” (surely I’m not the only one that stayed up way later than I intended playing “just one more level” in a game of tower defense). It’s not far off to say that designing a casual game is largely about manipulating dopamine response.
  • Why doesn’t our brain reward us more for eating brussel sprouts?
  • …instead of for eating fries with gravy (in Canada we call this Poutine, perhaps because it sounds healthier)? You could say it’s a subtle flaw in the system – the benefit for eating healthy food is off in the future, but the benefit of eating the poutineis in the present, and we can put off the negative aspects of the poutine until later. But what if you could get your brain to reward you for the brussel sprouts?
  • But what if you could get the same benefit for doing the things you know you should do
  • As for the things you know you want to do?
  • What if reaching your life goals was more like a game?
  • This is what Goodlife does. It lets you take all the cues and clues that games use to trigger dopamine response in the brain, and apply them purposefully to activities that you choose. GoodLife is designed to move the rewards from the future to the present; to help you “Game-ify” the Good Life.
  • But it’s not just theoretical. The Good Life engine has been licensed for the game HealthSeeker, a game designed to… The content was developed by the Joslin Diabetes Center, and the project funded by Boehringer-Ingelheim.
  • Behind every one of those tiles is a story about how someone improved their life.
  • Causes, from global to localPromotional campaigns
  • Digital Hot List Presentation - Ayogo

    1. 1. GoodLife<br />
    2. 2. <ul><li>founded in 2008
    3. 3. 7 full-time employees
    4. 4. development partnerships in India, Brazil
    5. 5. profitable</li></li></ul><li>how we cut our teeth<br />
    6. 6. the past fourmonths<br />
    7. 7. User Interface Layer<br />Game Engine Layer<br />(e.g. Games of Chance, RPGs, Quiz Games, Mission-based, Challenge)<br />Game Services<br />Monetization Services<br />Marketing Services<br />User Management<br />Monetization<br />Virality<br /><ul><li>Incentivization
    8. 8. Friend Notifications
    9. 9. Gifting
    10. 10. Team Play
    11. 11. Facebook Connect
    12. 12. Authentication
    13. 13. Session Mgmt
    14. 14. User Profiles
    15. 15. Third Party Offers
    16. 16. Direct Micro-payments
    17. 17. Banner Ads
    18. 18. Virtual Goods</li></ul>Engagement<br />Currency Management<br />Social Network Integration<br /><ul><li>Virtual Dollars
    19. 19. Credit Points
    20. 20. Prize Points
    21. 21. Level Points
    22. 22. Prizes
    23. 23. Collection management
    24. 24. Virtual Item ownership
    25. 25. Leaderboards
    26. 26. Social challenges
    27. 27. Achievemennts
    28. 28. Automatic account provisioning
    29. 29. Profile integration
    30. 30. Daily notifications
    31. 31. Notification-on-action</li></ul>Community<br /><ul><li>Trashtalk: cross-network chat
    32. 32. Playtawk: link sharing
    33. 33. Forums</li></ul>Data Layer<br />Game Content<br />User <br />Data<br />Game Data<br />Copyright 2008-2010, Ayogo, Inc. All rights reserved.<br />
    34. 34. serious games<br />
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39. Person feeling fit<br />
    40. 40. Person eating delicious treat<br />
    41. 41.
    42. 42. The Good Life<br />Game-ify your goals<br />Achievements and rewards<br />Reporting and Analytics<br />
    43. 43.
    44. 44.
    45. 45.
    46. 46.
    47. 47.
    48. 48. <ul><li>Average number of completed healthy actions: 6
    49. 49. Players who have sent at least one challenge: 12
    50. 50. Players who received at least one challenge: 13
    51. 51. Players who accepted at least one challenge: 16</li></li></ul><li>The Good Life<br />
    52. 52.
    53. 53.
    54. 54.
    55. 55.
    56. 56.
    57. 57.
    58. 58.
    59. 59.
    60. 60.
    61. 61.
    62. 62. revenue model<br />free to play<br />premium content<br />sponsorships<br />
    63. 63. white-label<br />three large projects through Q1 2011<br />localized into Spanish<br />new content and distribution partners<br />
    64. 64. business applications<br />health care<br />marketing<br />hr/training/recruiting<br />

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