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The Rise of the Happiness Brands

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How to harness the real power of games and alternate realities to make life more engaging.

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The Rise of the Happiness Brands

  1. The Rise of the Happiness Brands JANE M C GONIGAL, PhD INSTITUTE FOR THE FUTURE
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  7. What humans crave: 1. satisfying work to do 2. the experience of being good at something 3. time spent with people we like 4. the chance to be a part of something bigger
  8. <ul><li>The Quality of Life Index </li></ul><ul><li>The Happy Planet Index </li></ul><ul><li>“ Gross National Happiness” </li></ul><ul><li>Subjective Life Satisfaction </li></ul><ul><li>The Canadian Index of Well-Being </li></ul><ul><li>World’s Most Livable Cities </li></ul><ul><li>The Vanderford Riley Well Being Schedule </li></ul><ul><li>The Authentic Happiness Inventory </li></ul>
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  10. A future forecast ( 2013 ): the rise of the happiness brands
  11. <ul><li>Quality of life becomes the primary metric for evaluating ALL consumer brands, services, environments, and experiences.* </li></ul><ul><li>*see TARA HUNT – “Happiness is your new business model” </li></ul>
  12. <ul><li>Positive psychology is increasingly a principal, explicit influence on interactive design and development. </li></ul>
  13. <ul><li>Communities form around different visions of a real life worth living . </li></ul>
  14. <ul><li>A brand is defined by how great an increase in real happiness, or well-being it generates – </li></ul><ul><li>because happiness is the new capital . </li></ul>
  15. <ul><li>So: Are you in the happiness business? </li></ul><ul><li>YES YOU ARE!!! </li></ul>
  16. <ul><li>But how do we invent interactive systems that generate happiness? </li></ul><ul><li>What we need to become next: happiness engineers . </li></ul>
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  19. <ul><li>Games work better. </li></ul><ul><ul><ul><li>Better instructions </li></ul></ul></ul><ul><ul><ul><li>Better feedback </li></ul></ul></ul><ul><ul><ul><li>Better community </li></ul></ul></ul><ul><ul><ul><li>Better emotions </li></ul></ul></ul>
  20. What humans crave: 1. satisfying work to do 2. the experience of being good at something 3. time spent with people we like 4. the chance to be a part of something bigger
  21. <ul><li>Multiplayer games </li></ul><ul><li>are the </li></ul><ul><li>ULTIMATE </li></ul><ul><li>happiness engines . </li></ul>
  22. <ul><li>Compared to games… </li></ul><ul><li>Reality is broken. </li></ul>
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  24. <ul><li>“ We are witnessing what amounts to no less than a global mass exodus to virtual worlds and other online gaming environments.” </li></ul><ul><li>– economist Edward Castranova </li></ul>
  25. <ul><li>It’s a quality of life problem. </li></ul>
  26. <ul><li>How can we bridge the happiness gap between games and reality? </li></ul>
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  34. Happiness in the 21 st C.= passionate participation with systems with care about. In other words, happiness = engagement
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  36. SATISFYING OUR DESIRE FOR ENGAGEMENT . * <ul><li>100 million mental hours  WIKIPEDIA </li></ul><ul><li>5 days of World of Warcraft </li></ul>
  37. <ul><li>Q: By 2013 , which brands will become the leading-edge of happiness engineering? </li></ul><ul><li>A: Whoever best turns reality into a game , and consumers into players . </li></ul>
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  40. <ul><li>“ Alternate realities ” make gameplay as ubiquitous as language. </li></ul>
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  42. “ An alternate reality is another way of experiencing existence.” G. S. ELRICK, 1978
  43. <ul><li>Q: How can brands engineer happiness for consumers? </li></ul><ul><li>A: Create an alternate reality that engages consumers better than unbranded reality . </li></ul>
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  56. <ul><li>Q: How can alternate realities change consumer behavior? </li></ul><ul><li>A: By turning real life choices about what to consume , where, and how, into an adventure . </li></ul>
  57. World Without Oil *
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  64. <ul><li>Q: What technologies will drive alternate realities in the future? </li></ul><ul><li>A: Let’s find out! </li></ul>
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  84. So what’s important?
  85. <ul><li>Reality is broken. </li></ul><ul><li>Games work better. </li></ul><ul><li>REAL happiness is the new driver of consumer behavior. </li></ul>
  86. The Rise of the Happiness Brands [email_address]

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