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Games People Play
Social Media Dimensions of Online Gaming
The intersection
Gaming is at a crossroads
Social media and gaming are
intersecting
Where social media and gaming meet,
or...
Social media is game
changing
Social media will change the
evolutionary process for game
marketing and development
Social ...
Changing the game plan
Social media are changing every aspect of
business
So social media is going to change the
gaming in...
Social media is going to
change the playing field
Social media will impact all aspects of
gaming:
– That’s players, design...
Adapt or die
Have you heard of the dodo?
Evolution dictates that weakness and
inefficiency do not persist in complex
envir...
Survival of the fittest
The fittest games will survive
Easiest to play
Easiest to share
Best meet our basic needs such as ...
Selection  Extinction
• Customers are selecting, like natural
selection.
• Due to natural selection, all the
dinosaurs we...
Extinction  Consolidation
• Selective processes will move away
from top down conception, design
and execution.
• Selectio...
Extinction  Consolidation
Birds
Adapting to change
The gaming industry must adapt to change
Another lesson from evolution is that
complex environments pro...
Diversification
Biological niches
Social media meets gaming
Around 2006 games met social
computing
Ppopular sites such as MySpace and
Wikipedia had reached ...
Interest in online games
Searches for online
games steadily
increased over the
past several years.
Searches for games
on F...
“online
games”
“facebook
games”
There are a multitude of
games on Facebook.
Mafioso on Facebook
Click of a mouse: invite friends
Bigger mob = more
properties, weapons, money
Profile status updates
R...
New audiences
Howard Dean used web-games to
teach democracy and increase
interest in campaigns
New audiences
US Army’s arcade-style games help
with recruitment
New audiences
Dept. of Treasury and Ad Council
created a game to teach about
importance of good credit.
New audiences
Kids use Sim City to design their ideal
city for the Future City contest.
New audiences
Elf Island, with Second Life-like
functionality, empowers kids to
benefit environmental causes
New applications = new
audiences
• These games are being used in new ways
• They break out of the mold of game as
entertai...
Bottlenecks to growth
Limited business models
– Pay to play
– Hardware and software sales
Gaming as entertainment
Gamers a...
Game changers
User-created games
– Kongregate, Facebook
User-created content
– Spore
Bottom-up control
Portable profiles
H...
Distributed computing
Onlive is gaming on demand
High-end equipment not needed for
optimal gaming experience
Multi-user pl...
What’s coming?
Augmented reality games will emerge into
the real world through geocaching, such
as Gowalla.
Ubiquitous com...
Chipuya Town
• Chipuya Town is a virtual world accessible
on a cell phone.
• Users create custom avatar, for a version
of ...
New business models
(gaming niches)
Create microgames
Crowdsourcing development and marketing
Games for everyday life
– Wo...
Welcome to…
The Gaming Economy
Gaming is the new communication.
Gaming as communication
• Tough challenges create exciting
opportunities
• Where gaming and social media intersect,
a gami...
38
Contact
rharris@capstrat.com
919 573 6307
Twitter: @rharris
LinkedIn: rogerharris
Social media dimensions of gaming
Social media dimensions of gaming
Social media dimensions of gaming
Social media dimensions of gaming
Social media dimensions of gaming
Social media dimensions of gaming
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Social media dimensions of gaming

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Social media consultant Roger Harris outlines a view of gaming from the perspective of the changing world of social media. This presentation was given at the Triangle Gaming Conference, May 30, 2009.

Published in: Technology
  • Yes, the story of Linden Labs is an unfortunate one. SL's early promise has not been realized. I was a believer, but soon wearied of it, for a variety of reasons. But I certainly think there is a role for VR technology in specialized applications. I expect that we will soon see an exciting synergy between VR and augmented reality applications that are emerging on mobile platforms.
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  • Hello Ellie,

    Thanks for the comment. Slide 15 is based on biological taxonomy. I wanted to use the metaphor to describe how social gaming is evolving and diversifying, like species into ecological niches. There's no information in the visual about social sites. I'm not sure where I got the original image but this method is commonly used to depict evolutionary pathways. Here's another example: http://scienceblogs.com/evolgen/upload/2007/03/mammal_tree_sm.JPG
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  • What was the source for slide 15? It is a gorgeous visual. I'd tried to enlarge to read but couldn't even with NVIDIA graphics 360M. Further detail would be much appreciated (you may reply via Slideshare message).

    Additional thought: Second Life fulfills so many aspects of what this presentation is describing a market demand for. Yet it is having difficulties, Linden Lab, that is. Unfortunate, as it has been so much fun for me.
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Social media dimensions of gaming

  1. 1. Games People Play Social Media Dimensions of Online Gaming
  2. 2. The intersection Gaming is at a crossroads Social media and gaming are intersecting Where social media and gaming meet, or collide: – What are the challenges? – What are the opportunities?
  3. 3. Social media is game changing Social media will change the evolutionary process for game marketing and development Social media will create new business models social media/gaming equation New audiences x (collaboration + participation) = synergy
  4. 4. Changing the game plan Social media are changing every aspect of business So social media is going to change the gaming industry It’s going to change – What games we play – Who plays games – What a game is Social media will change how games evolve
  5. 5. Social media is going to change the playing field Social media will impact all aspects of gaming: – That’s players, designers, vendors Social media isn’t just moving the goal posts, it is changing the playing field Social media will change how games are developed, reach the market place and become successful, or not
  6. 6. Adapt or die Have you heard of the dodo? Evolution dictates that weakness and inefficiency do not persist in complex environments, such as the Internet When environments change too fast, animals go extinct To survive, animals must adapt
  7. 7. Survival of the fittest The fittest games will survive Easiest to play Easiest to share Best meet our basic needs such as human interaction Crap games do not last long in the market place. The best games persist The best features are copied and passed on to other games
  8. 8. Selection  Extinction • Customers are selecting, like natural selection. • Due to natural selection, all the dinosaurs went extinct. • The birds are the only relatives of the dinosaurs to survive. • With social media selection in the gaming industry is going to be ever more ruthless and faster.
  9. 9. Extinction  Consolidation • Selective processes will move away from top down conception, design and execution. • Selection will occur at the earliest stages. • Control of game conception development and marketing will be bottom up • This pressure will lead to consolidation.
  10. 10. Extinction  Consolidation Birds
  11. 11. Adapting to change The gaming industry must adapt to change Another lesson from evolution is that complex environments provide many niches The gaming industry will exploit niches and thereby diversify There are niches within the industry that don’t exist today, and that we can’t even imagine We’ll see later what some of these might be
  12. 12. Diversification Biological niches
  13. 13. Social media meets gaming Around 2006 games met social computing Ppopular sites such as MySpace and Wikipedia had reached popular audience The world was introduced to Facebook
  14. 14. Interest in online games Searches for online games steadily increased over the past several years. Searches for games on Facebook has grown with the explosive growth of the social network.
  15. 15. “online games” “facebook games”
  16. 16. There are a multitude of games on Facebook.
  17. 17. Mafioso on Facebook Click of a mouse: invite friends Bigger mob = more properties, weapons, money Profile status updates Recreates the village How you match up against others, not a machine Social element takes games to new audiences
  18. 18. New audiences Howard Dean used web-games to teach democracy and increase interest in campaigns
  19. 19. New audiences US Army’s arcade-style games help with recruitment
  20. 20. New audiences Dept. of Treasury and Ad Council created a game to teach about importance of good credit.
  21. 21. New audiences Kids use Sim City to design their ideal city for the Future City contest.
  22. 22. New audiences Elf Island, with Second Life-like functionality, empowers kids to benefit environmental causes
  23. 23. New applications = new audiences • These games are being used in new ways • They break out of the mold of game as entertainment • They introduce new audiences to games • These games lack a strong social component • Bringing a social element will allow gaming to break out of bottlenecks to growth
  24. 24. Bottlenecks to growth Limited business models – Pay to play – Hardware and software sales Gaming as entertainment Gamers as nerds or dropouts Implementing social media models – Institutional inertia – Low value or misleading content (spam)
  25. 25. Game changers User-created games – Kongregate, Facebook User-created content – Spore Bottom-up control Portable profiles Hardware obsolescence Distributed computing Mashups
  26. 26. Distributed computing Onlive is gaming on demand High-end equipment not needed for optimal gaming experience Multi-user platform with social gaming Promises “massive spectating” with “instant community on an epic scale”
  27. 27. What’s coming? Augmented reality games will emerge into the real world through geocaching, such as Gowalla. Ubiquitous computing = everything is a gaming platform Mashups – Second Life + Google Maps + GPS – Walk or drive, find and identify friends via augmented reality systems – Look inside the shop before deciding to go in. – Far-fetched? – They’re already doing this in Japan.
  28. 28. Chipuya Town • Chipuya Town is a virtual world accessible on a cell phone. • Users create custom avatar, for a version of Tokyo's Shibuya shopping district. • Companies pay $4,000 a month for ads on in-world billboards. • Players socialize with other avatars and earn “Grooves” • They recruit friends, go on treasure hunts, and attend sponsored events.
  29. 29. New business models (gaming niches) Create microgames Crowdsourcing development and marketing Games for everyday life – Work (e.g., employment screening) – Play (improve your game) – Shop (optimal instore experiences) – Drive (safer and faster) – Dine (finding a restaurant) – Health (learn healthful lifestyles) – Think (mind-mapping)
  30. 30. Welcome to… The Gaming Economy Gaming is the new communication.
  31. 31. Gaming as communication • Tough challenges create exciting opportunities • Where gaming and social media intersect, a gaming economy is emerging • Gaming can be the currency of this economy • Combined with social media gaming will be the new paradigm for communication
  32. 32. 38 Contact rharris@capstrat.com 919 573 6307 Twitter: @rharris LinkedIn: rogerharris

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