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Getting serious with games


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Getting serious with games. New Media Days, Copenhagen, 10th November 2010

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Getting serious with games

  1. 1. Selected productions Serious Games Interactive 2006-2010 © Getting Serious With Games New Media Days, 10th November ‘10 Simon Egenfeldt-Nielsen, PhD CEO, founder Serious Games Interactive Gamification
  2. 2. My Background <ul><li>MA Psychology </li></ul><ul><li>PhD Games & learning </li></ul><ul><li>Mixing industry & research </li></ul>Current European Research projects: SIREN, PlayMancer & GaLa <ul><li>Computer games </li></ul><ul><li>Global Conflicts-series </li></ul><ul><li>Playing History-series </li></ul><ul><li>+20 games for clients </li></ul>
  3. 3. <ul><li>Serious Games Interactive (SGI) was founded in 2006 in Copenhagen, Denmark. </li></ul><ul><li>Covered in most major news outlets and won numerous awards. </li></ul><ul><li>Develop serious games that combines playing, learning, communication and story-telling. </li></ul><ul><li>We are a cross-disciplinary team of 18 people with strong roots in research. </li></ul><ul><li>Range of different client: Amnesty, Unicef, Kaplan, WWF, The Danish National Museum, LEGO and European Schoolnet. </li></ul>Company background Visit us at our stand – First 10 to remember all bullets win a prize
  4. 4. What this is about…
  5. 5. What is gamification… ” Integrate game dynamics into your site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill.&quot;
  6. 6. Children and parents know this…
  7. 7. Agenda Why games matters? How to approach this? Who have done this? How to do this?
  8. 8. Game industry fastest growing… EUR 15bn EUR 30bn 1990 2000 EUR 75bn 2010
  9. 9. We invest 3 Billion hours every week in playing games Everyone…
  10. 10. Source: Mr. Toledano
  11. 11. Agenda Why games matters? What is this gamification really? Who have done this? How to do this?
  12. 12. What is gamification… Gamification signals a greater shift… Fight for attention Need for engaged users Need for user permissions Getting more creative in user interaction
  13. 13. The pre-history of gamification Cash incentives 1900s 2000s 1980s 1930s Coupon codes Loyalty systems Virtual rewards
  14. 14. The power of computers… Read… Listen… View Representation – we can really own ‘show’ things Simulation – We can represent, track, interact and manipulate
  15. 15. Why gamification now? <ul><li>Digitalization & Virtualization constantly increasing. </li></ul><ul><li>Tracking, feedback and reward structures easy to embed. </li></ul><ul><li>Games are increasingly becoming omnipresent </li></ul>
  16. 16. The history of gamification Source: Gabe Zichermann
  17. 17. How gamification work Active Challenge Win condition Rewards “ A game is a pastime with formal and predefined set of rules for the progression of a game session, with built-in and quantitative definitions of success and failure.” - Jesper Juul Achievement Social status
  18. 18. What is gamification… Product New approach Traditional approach Media Because games are about verbs and not substantives it becomes possible to not only manipulate other perception but also our actions much more directly through rewards system.
  19. 19. Agenda Why games matters? How to approach this? Who have done this? How to do this?
  20. 20. Case:
  21. 21. Case: Ribbon Hero 4 months after release +100.000 Downloads +120.000 Challengs played Microsoft Office see as innovative, interesting and cool. Source: Microsoft Office Lab through Gabe Zichermann
  22. 22. Case: Nike+
  23. 23. Agenda Why games matters? How to approach this? Who have done this? How to do this?
  24. 24. Communication Innovation External Internal Knowledge mgmt. E-learning Onboarding Advertising Branding Edu. campaigns User innovation Lead users Change mgmt Entrepreneurship
  25. 25. First steps… <ul><li>Identify your target behavior change </li></ul><ul><li>Create game challenges around those targets </li></ul><ul><li>Create good feedback loops for rewarding right behavior </li></ul><ul><li>Create status/achievement system for recognizing winners </li></ul>A creative process that requires understanding users, games and business..
  26. 26. <ul><li>The quest for harnessing the potential of computer games beyond entertainment is as old as the medium. </li></ul><ul><li>However, it is increasingly getting tracking due to virtualisation, digitalisation, game adaptation and fight for attention. </li></ul>Bring the experience to the product – not the other way around The Wrap-up
  27. 27. Contact details Serious Games Interactive Simon Egenfeldt-Nielsen [email_address]