Games & Gamification         How and Where    Gaming & Gamification           Intersect;  Putting Gamification to Work    ...
Gamification: What It Isn  How?: The    application of    gaming techniquesn  To what? To non-    gaming endeavorsn  Wh...
Generally Used for Marketing,         Promotion
To Understand Gamification,You Must Understand Gaming
Games:         Date back to ancient timesn    Found in virtually      every culturen    Not only for      entertainmentn...
For example,A way to train people for hunting         and warfare…
Games contain the basic elements           of drama                 n    Conflict: 2 sides fighting                 n   ...
Games Are By Nature           Interactiven  Impossible  to be    passive while    playing a gamen  Must interact with   ...
Games also have:        n    Clear cut rules        n    A structure (beginning,              middle, end)        n    ...
Games Contain Elements                Of Storytellingn    Stories provide:      Ø  A context for the game          (othe...
Story Also Provides Characters
Stories Also Provide a Clear Cut                    Goaln    It’s what main      character or player      wants mostn   ...
Video Game TechnologyProvides Additional Elements
It ProvidesThe Game World and Gameplay              n    Inserts player into                    fictional, immersive     ...
Gameplay:        A Very General Definition:n    It is what makes a      game FUN and      EXCITING…n    And… it is how  ...
Gameplay – Boiled Downn    It consists of the      challenges you offer      the playern    And the actions players     ...
Types of Challenges….
Physical challenges         n    Tests players’ physical               abilities (virtually or in               real life...
Mental Challenges       n    Internal: must acquire             particular info during             gameplay (visual clues...
Exploration as a challenge             Exploration can be its own               reward; a form of               sightseein...
Stress as a Factorin Overcoming Challenges           n    Stress can add                 excitement, make game           ...
Actions: How the Player Deals      With Challenges
Actions:How Player Response to Challenges                 n    The actions are the                       player’s “verb s...
Also Important:Rewards and Penalties…
Rewards and Penaltiesn    Act as incentives,      motivatorsn    Provide feedback on      player’s successn    Best whe...
Rewards Include:        Ø    Material objects        Ø    Money        Ø    Receiving praise        Ø    Unlocking a b...
In Essence, Games AreExperienced as PLAY           For the player,           games are…           n    Fun!           n ...
In Sum, To Be A Game,               What is Needed:n    An experience that is perceived as PLAY – fun,      excitingn   ...
Which of These ElementsApplies to Gamification?            n    Basically, all of them!                  Ø  Though obsta...
Some Examples of Gamification…
“Make Your Way to Rio”      Campaign
Purpose of the Campaign:n  To promote    Chiquita foods    (especially    bananas)n  To promote the    move, Rion  Targ...
Goal For Players:To Win a Family Trip To Rio de Janeiro
Website: Central Rolen    Had to register to playn    Received virtual      passportn    People played as “Blu”      – ...
Many Rewards Along Way           n  Badges           n  Coupons           n  DVDs           n  Ringtones           n ...
Also, Promoted Through  “Mommy” Websites           n    Recruited mothers with                 websites, blogs about     ...
Thus, The Campaign Used:n  Strong  goaln  Rewardsn  Must actively participate (interactivity)n  A vivid charactern  H...
“Catch The Kid” Promotion
A Campaign to Promote Tourism      In New Mexico
Built Around Famous Outlaw              Billy the Kidn  Real person but long    deadn  Lived in New Mexico    (strong ti...
Website: Played a Major Rolen    Families registered on      site as “sheriffs      posse” (lawmen)n    Got clues from w...
Mobile Phones AlsoPlayed Important Role            You collect clues            by snapping            photos of posters  ...
Thus, The Campaign Used:n  A vivid charactern  Strong goaln  A meaningful role for players (posse)n  Interactivity – n...
Fabergé Big Easter Egg Hunt       London 2012
Plays off the Idea of theEaster Bunny Hiding Eggs
Over 200 Eggs Hidden All Over  London -- 40 Days to Find
Grand Prize:Golden Jubilee Egg By Fabergé
Purpose:To Honor Queen’s Diamond Jubilee       to Help 2 Charities
Role of the Internet                n  Zone  maps                    showing                    where eggs               ...
Smartphones Also Important             n  Each egg has a                 code             n  When find egg, text        ...
Thus, The Campaign Used:n    Strong goal: winning the eggn    A vivid character (sort of): the Jubilee eggn    Rewards ...
Thus, Concepts of Gaming & Gamification        Tightly Interwoven                 Tn  Experienced as play                ...
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Games & gamification - Carolyn Miller

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Games & gamification - Carolyn Miller

  1. 1. Games & Gamification How and Where Gaming & Gamification Intersect; Putting Gamification to Work # Carolyn Handler Miller
  2. 2. Gamification: What It Isn  How?: The application of gaming techniquesn  To what? To non- gaming endeavorsn  Why? To make them more engaging and successful
  3. 3. Generally Used for Marketing, Promotion
  4. 4. To Understand Gamification,You Must Understand Gaming
  5. 5. Games: Date back to ancient timesn  Found in virtually every culturen  Not only for entertainmentn  Also served serious functions
  6. 6. For example,A way to train people for hunting and warfare…
  7. 7. Games contain the basic elements of drama n  Conflict: 2 sides fighting n  Obstacles & challenges n  Both sides seek a highly desirable goal (winning) n  Both sides seek to avoid an undesirable ending (losing)
  8. 8. Games Are By Nature Interactiven  Impossible to be passive while playing a gamen  Must interact with other player and do things to overcome challenges
  9. 9. Games also have: n  Clear cut rules n  A structure (beginning, middle, end) n  A defined playing space with boundaries (field, court, track) n  Systems of rewards and penalties
  10. 10. Games Contain Elements Of Storytellingn  Stories provide: Ø  A context for the game (otherwise, would not make sense) Ø  A plot Ø  A setting Ø  Tension: what happens next Ø  A beginning, middle and ending (structural frame)
  11. 11. Story Also Provides Characters
  12. 12. Stories Also Provide a Clear Cut Goaln  It’s what main character or player wants mostn  But: obstacles and challenges must be overcome -- making it difficult to achieve the goal
  13. 13. Video Game TechnologyProvides Additional Elements
  14. 14. It ProvidesThe Game World and Gameplay n  Inserts player into fictional, immersive environment n  Gives player things to do there and ways to interact n  Provides opposition so player is challenged n  Opposition can be: Ø  Non player characters (NPCs) Ø  Physical challenges Ø  Puzzles
  15. 15. Gameplay: A Very General Definition:n  It is what makes a game FUN and EXCITING…n  And… it is how players play a game
  16. 16. Gameplay – Boiled Downn  It consists of the challenges you offer the playern  And the actions players can take to overcome the challengesn  Also involves: Ø  Victory conditions (how you win) Ø  Loss Conditions (how you lose)
  17. 17. Types of Challenges….
  18. 18. Physical challenges n  Tests players’ physical abilities (virtually or in real life) n  True physical challenges: typical of action games, (“twitch games”) Ø Calls for quick reflexes, physical coordination, speed, timing Ø Also calls for accuracy and precision
  19. 19. Mental Challenges n  Internal: must acquire particular info during gameplay (visual clues; pieces of information) n  External: may require knowledge of things outside game (trivia facts, physics; how things work) n  Intellectual: May require solving of puzzles, pattern recognition, etc.
  20. 20. Exploration as a challenge Exploration can be its own reward; a form of sightseeing But as a form of gameplay, requires: Ø  Navigation and spatial awareness – not getting lost Ø  Finding ways to get past barriers Ø  Avoiding falling into traps
  21. 21. Stress as a Factorin Overcoming Challenges n  Stress can add excitement, make game more challenging n  Ways to increase stress: Ø  Time pressure: make player to overcome challenge within specific time frame Ø  Multitasking: make player deal with several challenges at once Ø  Maximum stress: combine time pressure and multitasking
  22. 22. Actions: How the Player Deals With Challenges
  23. 23. Actions:How Player Response to Challenges n  The actions are the player’s “verb set” Ø Specifically, what player can DO (walk, run, shoot) Ø  Game must offer player sufficient actions to overcome each type of challenge in game
  24. 24. Also Important:Rewards and Penalties…
  25. 25. Rewards and Penaltiesn  Act as incentives, motivatorsn  Provide feedback on player’s successn  Best when sprinkled throughout gamen  Should be in keeping with fictional gameworld!
  26. 26. Rewards Include: Ø  Material objects Ø  Money Ø  Receiving praise Ø  Unlocking a barrier Ø  Moving up in rank or status Ø  Increased powers Ø  Rise in score Ø  Moving up a level
  27. 27. In Essence, Games AreExperienced as PLAY For the player, games are… n  Fun! n  Participatory n  Deeply Immersive n  Highly personal
  28. 28. In Sum, To Be A Game, What is Needed:n  An experience that is perceived as PLAY – fun, excitingn  Requires active participation on part of player (interactive)n  Offers a meaningful role for playern  Contains an overall, highly desirable goaln  Contains obstacles and challenges that make the goal difficult to achieven  A structure and rulesn  Contains vivid charactersn  Offers rewards along the way (incentives)
  29. 29. Which of These ElementsApplies to Gamification? n  Basically, all of them! Ø  Though obstacles and challenges might not be as intense Ø  Though characters may not play as large a role n  In addition: Ø  Often heavy use of the Internet, mobile devices Ø  And may be played out in real life environments
  30. 30. Some Examples of Gamification…
  31. 31. “Make Your Way to Rio” Campaign
  32. 32. Purpose of the Campaign:n  To promote Chiquita foods (especially bananas)n  To promote the move, Rion  Target audience: families
  33. 33. Goal For Players:To Win a Family Trip To Rio de Janeiro
  34. 34. Website: Central Rolen  Had to register to playn  Received virtual passportn  People played as “Blu” – character from movie in search of loven  As Blu, you interacted with activities on website to advance towards sweepstakesn  Web activities for whole family: recipes, coloring pages, games
  35. 35. Many Rewards Along Way n  Badges n  Coupons n  DVDs n  Ringtones n  A year’s supply of bananas
  36. 36. Also, Promoted Through “Mommy” Websites n  Recruited mothers with websites, blogs about child raising n  Given promotional package to write about campaign: tickets to movie, Chiquita foods, stickers for kids, banana recipes for Mom n  Big role in spreading word
  37. 37. Thus, The Campaign Used:n  Strong goaln  Rewardsn  Must actively participate (interactivity)n  A vivid charactern  Heavy use of Internetn  Rules (had to register, etc.)
  38. 38. “Catch The Kid” Promotion
  39. 39. A Campaign to Promote Tourism In New Mexico
  40. 40. Built Around Famous Outlaw Billy the Kidn  Real person but long deadn  Lived in New Mexico (strong tie in to campaign)n  Conceit: Billy still alive, and you are a lawman and have to find his hideoutn  If you find him, you win $10,000
  41. 41. Website: Played a Major Rolen  Families registered on site as “sheriffs posse” (lawmen)n  Got clues from website about locations to visitn  Locations: places important in Billy’s storyn  Be following clues, visiting sites, earned rewards Ø  Travel deals Ø  Meals Ø  Vacation giveaways
  42. 42. Mobile Phones AlsoPlayed Important Role You collect clues by snapping photos of posters in game locations
  43. 43. Thus, The Campaign Used:n  A vivid charactern  Strong goaln  A meaningful role for players (posse)n  Interactivity – needed to use smart phone to collect cluesn  Exploration as a challenge – had to find real placesn  Rewardsn  Heavy use of Internet; also mobilen  Rules (had to register, etc.)
  44. 44. Fabergé Big Easter Egg Hunt London 2012
  45. 45. Plays off the Idea of theEaster Bunny Hiding Eggs
  46. 46. Over 200 Eggs Hidden All Over London -- 40 Days to Find
  47. 47. Grand Prize:Golden Jubilee Egg By Fabergé
  48. 48. Purpose:To Honor Queen’s Diamond Jubilee to Help 2 Charities
  49. 49. Role of the Internet n  Zone maps showing where eggs are located n  Clues on Twitter, Facebook
  50. 50. Smartphones Also Important n  Each egg has a code n  When find egg, text in code to special phone number n  Win an entry for each egg found n  Person with most entries equal the winner
  51. 51. Thus, The Campaign Used:n  Strong goal: winning the eggn  A vivid character (sort of): the Jubilee eggn  Rewards along the way (win an “entry” with each egg found – nearer to grand prize)n  Interactivity – must use smart phone to collect cluesn  Exploration as a challenge – have to find eggsn  Use of Internet and smart phones – critical componentsn  Clear structure: start and ending times, specific tasks
  52. 52. Thus, Concepts of Gaming & Gamification Tightly Interwoven Tn  Experienced as play n  Strong goal n  Challenges in obtaining goal n  Rewards as you play n  Interactive n  Vivid characters n  Rules and structure n  Use of digital media

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