Macon Money Game Evaluation Summary


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Macon Money Game Evaluation Summary

  1. 1. Summary of Evaluation Findings
  2. 2.  Playing games brings together fundamental aspects of psychology, sociology and technology to engage people for social change  72% of American households play computer and video gamesWHY GAMES?  Have seen the rise of games in popular culture with video games and reality television competitions  Games engage the public’s imagination
  3. 3.  Knight Foundation aims to increase the ability of individuals to engage in change by funding innovative ideas  Research on digital gamesWHY FUND shows that they can influenceSOCIALIMPACT behaviorGAMES?  Knight wanted to see if the same was true for games that took place in the real-world, in real- time with real-people
  4. 4.  Funded two pilot projects:  Macon Money in Macon, GA  Battlestorm in Biloxi, MSWHY FUND – Knight partnered with localSOCIAL partners on a game thatIMPACTGAMES? promotes the importance of hurricane preparedness through activities focused on youth as leaders.
  5. 5. CATALYZINGSOCIALCHANGEMacon Money:Connectingresidents andspurringeconomicgrowth.
  6. 6.  More than 3,500 unique players.  About one in five players played the game more than once.AT A GLANCE  $65,000 was distributed to players to spend at 41 local businesses.  The top-earning business made more than $12,000
  7. 7. A MACON-CENTRICINTEGRATEDSTRATEGYGamedesigners usedimages fromlocal partnersand from thecity’s history
  8. 8. HOW TO PLAY THE GAMEMatch your bondhalf with anotherplayer, redeemit for MaconMoney bills andspend them inlocal businesses Watch a video of how to play:
  9. 9. Timeline ofTotal GameActivity(Online andOffline)
  10. 10. WHOPLAYED?Game had ayoungaudienceMost playerssurveyedwere 40years oryounger Note: When pre- and post-game surveys were combined, the percentage increases to 84%.
  11. 11. WHO PLAYED? Young ProfessionalsMajority of playerssurveyed thatwere 31-40 wereemployed full-timewith incomes$60k and above
  12. 12. WHOPLAYED?More womenthan men!
  13. 13. WHO PLAYED?African AmericansunderrepresentedOutreachefforts to boosttheirparticipationwere largelyunsuccessful
  14. 14. Key Findings:EngagedResidents/Created NewConnections
  15. 15.  Players used social networks (offline and online) to engage others in the game and meet new people.Key Findings:  66% of matches were withEngagedResidents/ people players did not previouslyCreated knowSocialConnections  63% of matches were with people the player would be “very unlikely” to meet otherwise.
  16. 16.  Players played regularly with a group, such as friends, colleagues or people at churchKey Findings:EngagedResidents/CreatedSocialConnections
  17. 17.  Relatively few strong ties created – only1 in 5 matches led to further personal contact, and only 15% of those became friends on FacebookKey Findings:EngagedResidents/CreatedSocialConnections
  18. 18. Key Findings:CatalyzedEconomicDevelopment
  19. 19.  Players continued to return to businesses they visited during the game – 46% reported they spent Macon Money at a business that was new to them, andKey Findings: of those, 92% reported they haveCatalyzed returned to a business that was new toEconomic themDevelopment – More than 85% of players surveyed said their perception of shops, parks and other amenities in the target revitalization area improved since playing the game
  20. 20. Key Findings:CatalyzedEconomicDevelopment
  21. 21. Key Findings:Contributed toPlaceAttachment/Built SocialCapital
  22. 22.  Game created sense of excitement about Macon and increased optimism about Macon’s futureKey Findings: – Positive correlation betweenContributed to number of times played gamePlace and agreement withAttachment/ “the energy and appeal of the CHC/DowntownBuilt Social Macon area is on the rise.”Capital “Macon is becoming a more welcoming place for young adults to live. “ “5 years from now, Macon will be an even better place to live”.
  23. 23. Key Findings:  Majority of players would recognizeContributed toPlace their matches and say “hi” on the streetAttachment/Built SocialCapitalFamiliar facesin ourenvironmentcontribute to asense of placeand belonging
  24. 24. Whatdid we learn?
  25. 25.  Create synergies by building on existing revitalization efforts and events  Combine diverse value propositions for players withBEST different or evolving interestsPRACTICES:Game Design  Combine online and offline elements to meet players where they are most comfortable interacting – Explore use of social media to create longer lasting connections
  26. 26.  Build in strategies so that bills are spent equitably within target area of local businesses – Encourage use of social media by businessesBEST  Mobilize local business owners toPRACTICES: invest in gameGame Design  Experiment with mechanics that encourage looser or stronger connections between players
  27. 27.  Target outreach to highly networked players  Right-sizing: Macon Money best suited to small cities or neighborhoodsBESTPRACTICES:  Right-timing: Game should beImplementation played intermittently, not continuously  Get city involved in game promotion
  28. 28.  Games like Macon Money need to reinforce other efforts and be part of a larger context. Tap into existing networks and infrastructure  Keep your project grounded in the community you are serving from development through implementation.KEY  Be open to changes that help fixTAKEAWAYS unanticipated bugs in the game’s design or implementation.  Have an “open-source” mindset and be prepared to let go when the game shows signs of having a life of its own.
  29. 29.  Game designers produced documentation designed to help anyone interested in creating future iterations of MaconMACONMONEY Money in their communityIn Your Town  Link:
  30. 30.  Please visit:MOREON KNIGHT GAMES
  31. 31.  Methodology: – Pre- and post-game interviews with Knight Foundation, Area / Code, and community partners – In-depth interviews with 26 players – Results of pre- and post-game playerEVALUAITON survey (n-757)AND – Area / Code bond tracking data, analysisASSESSMENT of game website and Facebook traffic – Participant observation of game-related events – Focus group interviews and surveys with participating businesses
  32. 32. Questions?