Audience Engagement: Designing for Intrinsic Motivations


Published on

This presentation looks at why transmedia storytelling is important for audience engagement and how transmedia storytellers can design for engagement by understanding human needs and intrinsic motivations

Published in: Business
  • I agree with you Andre - it's the feeling that I belong to a community rather than necessarily wanting to connect one-to-one.
    Are you sure you want to  Yes  No
    Your message goes here
  • Robert, In my opinion - as a Psychology student, marketeer, designer and IT professional - the most reasonable for me, about the intrinsic motivational needs, is that the self-determination theory is nothing more than the old psychological motivation process: autonomy, competency and socialization. Competency for challenge, autonomy for 'freedom to decide' and last, socialization to belong.
    My understanding in psychological studies about motivation is related more to belongness than to relatedness.
    Perhaps is just a game of words, but belongness is more powerful than relatedness, because if I don`t want do connect to somebody in a social community, belong to it is more comfortable for people. I dont`t need to connect, I'll be happy just to be there, make part of something.
    These thoughts are only to 'fill a blank space' and are directly
    related to affection. It does not mean that I need to connect with
    This is a problem that we have with Facebook today. The button 'like' in a page, is misunderstanding. I'm not a fan of a brand - I'm more addicted to them.
    Well, have a nice day!
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Audience Engagement: Designing for Intrinsic Motivations

  1. 1. Audience Engagement:Designing for Intrinsic Motivations Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten
  2. 2. The Need to Engage• If we are to engage audiences – especially over an extended period of time – we have to design experiences that satisfy core human needs• Or to phrase another way, design experiences that appeal to intrinsic motivations
  3. 3. What is engagement?• Being engaged means being “in the moment” of an experience• Being “in the moment” is sometimes referred to as “being present” e.g. one’s mind is not elsewhere but focused to the exclusion of all else
  4. 4. Immersion (Rigby & Ryan) • Physical presence – player feels physically transported to game environment • Emotional presence – player feels as they might in real life to real world events • Narrative presence – player feels able to affect the story
  5. 5. Emotion leads to immersion • Competency Intrinsic • Physical presence • Autonomy Motivational Immersion • Emotional presence • Relatedness Needs • Narrative presenceIn games, satisfying intrinsic motivational needs is important for immersion and more youdesign to create immersion so the more you’ll satisfy intrinsic motivation needs.
  6. 6. Self-determination Theory “People have innate psychological needs that are the basis for self-motivation” • Competency – To be in control and seek mastery • Autonomy – Free to act • Relatedness – To be connected to others Used as the basis for The Player Experience of Need Satisfaction (PENS) model which seeks to understand player experience.
  7. 7. Human needs• Significance (special, important, unique)• Certainty (comfort & control)• Variety (surprise)• Connection (love)• Growth (learning, mastery)• Contribution (giving back)
  8. 8. Fandom meets human needs Storyworld Comfort Comfort Growth Growth Learning Learning Surprise Surprise Fan Fan Community Significance Contribution
  9. 9. Use transmedia storytelling to matchintrinsic motivations
  10. 10. Audience Experience FrameworkThis framework, developed to assess theatre experiences can be used during thedesign process because it helps relate intrinsic motivations to expected audiencesatisfaction
  11. 11. Transmedia storytelling• Note: Our brains don’t differentiate between fictional stories and real life• Create a mix of “private” and “public” experiences – Understand which human needs these satisfy – Understand which commercial needs these satisfy• Interaction with fictional characters: – Relatedness & connection – Significance, Importance, Uniqueness• Game-based stories – Control, mastery, competence, learning
  12. 12. TV show + multi-platform• TV show – Episodic = Consistency/Habit – Time-shifted & availability on other devices = Control/Autonomy• Story – Learning, Understanding• Social media (Twitter, Facebook) – Relatedness, Connection. Maybe significance.• Missing Engagement? – Competence & Mastery Games, UGC, interaction with – Significance fictional characters – Growth – Contribution
  13. 13. Branded EntertainmentCommercial Goals http://www.slideshare. net/OgilvyWW/making -magic-using-logic- 12262018 For brands to engage, they must embrace transmedia storytelling because TS canHuman Needs satisfy intrinsic motivational needs
  14. 14. Transmedia storytelling must weave story,participation & social into single experience Long-term engagement demands: • Good story • Participation/Interaction • Social aspect – fan-to-fan and/or fan-to-character
  15. 15. The End Conducttr Pervasive Entertainment Platform Robert Pratten @robpratten USA: +1 415 287 4150 Europe: +44 207 193 4567