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Games Beyond Entertainment

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Series of case studies to present a different approach to game as marketing tools. Games could be more than entertainment: as lenses to read and reasoning upon several serious and real themes, they represent an unprecedented chance to design meaningful experiences for brands even beyond points and badge.

Master In Brand Communication at PoliMi, Politecnico Milano, Italy

Published in: Marketing
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Games Beyond Entertainment

  1. 1. G A M E S B E YO N D E N T E R T A I N M E N T O ve r v i ew O n M e a n i n g f u l E x p e r i e n ce D e s i g n M a ste r I n B ra n d C o m m u n i c a t i o n 2 0 1 4/ 1 5 | P o l i . D e s i g n 1 3/0 1 /2 0 1 5 | M i l a n , I t a l y
  2. 2. ST A T E O F G A M E S A s Fo r 2 0 1 4
  3. 3. The PlayStation®4 system opens the door to an incredible journey through immersive new gaming worlds and a deeply connected gaming community. PS4™ puts gamers first with an astounding launch lineup and over 180 games in development. Play amazing top-tier blockbusters and innovative indie hits on PS4™. Developer Inspired, Gamer Focus. HOME CONSOLES Sony Ps4
  4. 4. To get the greatest graphics performance out of the A8 chip and iOS 8, we introduced Metal — a new technology that lets developers create highly immersive console- style games on iPhone. Metal is optimized to allow the CPU and GPU to work together to deliver detailed graphics and complex visual effects. So every imaginary world you visit will feel much more realistic. HANDHELD CONSOLES Apple iPhone 6
  5. 5. Joel, a ruthless survivor with few moral lines left to cross, lives in one of the last remaining Quarantine Zones. These walled-off, oppressive cities are run by what’s left of the military. Despite the strict martial law, Joel operates in the black market of the city, smuggling contraband for the right price. Joel is asked by a dying friend to look after Ellie, a fourteen-year-old girl … NEW IPs The Last of US
  6. 6. Race upside-down and along walls on anti- gravity tracks in the most action-fueled Mario Kart™ game yet! Take on racers across the globe and share videos of your greatest moments via Mario Kart TV. Driving up a waterfall or across the ceiling can provide an intense adrenaline rush, but that’s not all anti-gravity is good for. It also provides a wild new gameplay mechanic … SEQUELS Mario Kart 8
  7. 7. Joel, a ruthless survivor with few moral lines left to cross, lives in one of the last remaining Quarantine Zones. These walled-off, oppressive cities are run by what’s left of the military. Despite the strict martial law, Joel operates in the black market of the city, smuggling contraband for the right price. Joel is asked by a dying friend to look after Ellie, a fourteen-year-old girl … PORTS & REBOOTS The Last of US
  8. 8. W H A T I S A G A M E ? P r i ze s A va i l a b l e A t te n t i o n : A c a d e m i c co n te n t s a h e a d . P ro ce e d a t yo u r ow n r i s k .
  9. 9. –Bernard Suits “To play a game is to attempt to achieve a specific state of affairs [prelusory goal], using only means permitted by rules [lusory means], where the rules prohibit use of more efficient in favour of less efficient means [constitutive rules], and where the rules are accepted just because they make possible such activity [lusory attitude].”
  10. 10. –Eric Zimmerman “A game is a system in which players engage in an artificial conflict, defined by rules, that results in a quantifiable outcome.”
  11. 11. –Jesper Juul “A game is a rule-based system with a variable and quantifiable outcome, where different outcomes are assigned different values, the player exerts effort in order to influence the outcome, the player feels emotionally attached to the outcome, and the consequences of the activity are negotiable.”
  12. 12. “[Video] games are a mess.” –Ian Bogost
  13. 13. –Mary Flanagan “means to create or occupy play environments and activities that represent one or more questions about aspects of human life […] characterized by a careful examination of social, cultural, political, or even personal themes that function as alternates to popular play spaces. […] games [are] “situations with guidelines and procedures” (p. 7) and as “social technologies” (p. 9).”
  14. 14. W H A T I S A G A M E FO R ? Wh o S a i d “ E n te r t a i n m e n t ” ?
  15. 15. G A M E S A S L E N S E S TO… D e s i g n Fo r M e a n i n g f u l E x p e r i e n ce s
  16. 16. … R E A D P O L I T I C S R i s i n g A wa re n e ss A b o u t S o c i a l I s s u e s
  17. 17. O I L I G A R C H Y N ow Yo u C a n B e Th e P ro t a g o n i st O f Th e P e t ro l e u m E ra : E x p l o re A n d D r i l l A ro u n d Th e Wo r l d , C o r r u p t P o l i t i c i a n s , S to p A l te r n a t i ve E n e rg i e s A n d I n c re a s e Th e O i l A d d i c t i o n . B e S u re To H ave F u n B e fo re Th e Re s o u rce s B e g i n To D e p l e te.
  18. 18. F A I T H F I G H T E R S Fa i t h F i g h te r I s Th e U l t i m a te F i g h t i n g G a m e Fo r Th e s e D a r k Ti m e s . C h o o s e Yo u r B e l i e f A n d K i c k Th e S h i t O u t O f Yo u r E n e m i e s . G i ve Ve n t To Yo u r I n to l e ra n ce ! Re l i g i o u s H a te H a s N eve r B e e n S o M u c h F u n . G o To Fa i t h F i g h te r s 2
  19. 19. E N D G A M E : SY R I A E n d g a m e Sy r i a I s A F re e I n te ra c t i ve E x p l o ra t i o n O f Eve n t s U n fo l d i n g I n Sy r i a To d ay. I t I s A N ews - G a m e ; A S i m u l a t i o n Th a t U s e s I n te ra c t i v i t y To E x p l o re A Re a l Wo r l d E ve n t . I t I s A va i l a b l e Fo r F re e O n I p h o n e, I p a d O r I p o d To u c h A n d I s A l s o O n A n d ro i d O r A s A H t m l 5 G a m e ( S e e A b ove Fo r L i n k s) . D eve l o p e d I n A ro u n d Two We e k s , Th e G a m e A l l ows U s e r s To E x p l o re Th e O p t i o n s O p e n To Th e Sy r i a n Re b e l s A s Th ey P u s h Th e C o n f l i c t To I t s E n d g a m e. E a c h C h o i ce Th e U s e r M a ke s H a s C o n s e q u e n ce s – Th e Ty p e s O f M i l i t a r y U n i t s Yo u M ay D e p l oy, Th e P o l i t i c a l Pa t h s Yo u C h o o s e To Tre a d . N o t O n l y D o e s E a c h C h o i ce I m p a c t Th e C u r re n t S i t u a t i o n B u t Yo u r C h o i ce s M ay A l s o I m p a c t Th e F i n a l O u tco m e. U s e r s C a n P l ay A n d Re p l ay E ve n t s To S e e H ow D i f fe re n t C h o i ce s O n Th e G ro u n d M i g h t Le a d To D i f fe re n t O u tco m e s . G o To E n d g a m e : E u ra s i a
  20. 20. J OY F U L E X E C U T I O N S Wh a t I f A G a m e C o u l d M a ke Yo u A cce p t A ny t h i n g I f Th e Rewa rd M e c h a n i c s A re G ra t i f y i n g E n o u g h? Wh a t I f Yo u Wo u l d A c t u a l l y E n j oy P l ay i n g “J oy f u l E xe c u t i o n s ” , D e s p i te Th e To p i c? H e re ’s Th e I d e a Fo r A c h i ev i n g Th i s : [ … ] I n S u m m a r y “J oy f u l E xe c u t i o n s ” I s S u p p o s e d To B e A C u r i o u s C o m m e n t a r y O n D i st u r b i n g R e a l i t i e s Th a t N e e d A wa re n e ss A n d A d d re ss i n g . Th e G a m e I s A l s o A n E xa m p l e O f Wh a t Vi d e o G a m e s C a n B e A n d Wh a t G a m e s A s A M e d i u m C a n B e U s e d Fo r ( Fo r B e t te r O r Wo r s e) .
  21. 21. T H E P H O N E 
 STO RY P h o n e S to r y I s A G a m e Fo r S m a r t p h o n e D ev i ce s Th a t A t te m p t s To P rovo ke A C r i t i c a l Re f l e c t i o n O n I t s O w n Te c h n o l o g i c a l P l a t fo r m . U n d e r Th e S h i ny S u r fa ce O f O u r E l e c t ro n i c G a d g e t s , B e h i n d I t s P o l i s h e d I n te r fa ce, H i d e s Th e P ro d u c t O f A Tro u b l i n g S u p p l y C h a i n Th a t S t re tc h e s A c ro ss Th e G l o b e. P h o n e S to r y Re p re s e n t s Th i s P ro ce ss Wi t h Fo u r Ed u c a t i o n a l G a m e s Th a t M a ke Th e P l aye r Sy m b o l i c a l l y C o m p l i c i t I n C o l t a n E x t ra c t i o n I n C o n g o, O u t s o u rce d L a b o r I n C h i n a , E -Wa ste I n Pa k i st a n A n d G a d g e t C o n s u m e r i s m I n Th e We st . Ke e p P h o n e S to r y O n Yo u r D ev i ce A s A Re m i n d e r O f Yo u r I m p a c t . A l l O f Th e R eve n u e s R a i s e d G o D i re c t l y To Wo r ke r s ' O rg a n i z a t i o n s A n d O t h e r N o n - P ro f i t s Th a t A re Wo r k i n g To S to p Th e H o r ro r s Re p re s e n te d I n Th e G a m e.
  22. 22. P A P E R S , P L E A S E C o n g ra t u l a t i o n s . Th e O c to b e r L a b o r Lo t te r y I s C o m p l e te. Yo u r N a m e Wa s P u l l e d . Fo r I m m e d i a te P l a ce m e n t , Re p o r t To Th e M i n i st r y O f A d m i ss i o n A t G re s t i n B o rd e r C h e c k p o i n t . A n A p a r t m e n t Wi l l B e P rov i d e d Fo r Yo u A n d Yo u r Fa m i l y I n E a st G re s t i n . E x p e c t A C l a ss - 8 D we l l i n g . G l o r y To A r sto t z ka Th e C o m m u n i s t S t a te O f A r sto t z k a H a s J u st E n d e d A 6 -Ye a r Wa r Wi t h N e i g h b o r i n g Ko l e c h i a A n d Re c l a i m e d I t s R i g h t f u l H a l f O f Th e B o rd e r Tow n , G re st i n . Yo u r J o b A s I m m i g ra t i o n I n s p e c to r I s To C o n t ro l Th e F l ow O f P e o p l e E n te r i n g Th e A r sto t z ka n S i d e O f G re st i n F ro m Ko l e c h i a . A m o n g Th e Th ro n g s O f I m m i g ra n t s A n d Vi s i to r s Lo o k i n g Fo r Wo r k A re H i d d e n S m u g g l e r s , S p i e s , A n d Te r ro r i st s . U s i n g O n l y Th e D o c u m e n t s P rov i d e d B y Trave l e r s A n d Th e M i n i st r y O f A d m i ss i o n ' s P r i m i t i ve I n s p e c t , S e a rc h , A n d F i n g e r p r i n t Syste m s Yo u M u st D e c i d e Wh o C a n E n te r A r sto t z ka A n d W h o Wi l l B e Tu r n e d A way O r A r re ste d .
  23. 23. … R E A D S O C I E T Y To o l s Fo r S o c i a l G o o d
  24. 24. S LOW G A M E S S l ow G a m e s A re P hys i c a l Vi d e o G a m e s Wi t h A Ve r y Low F re q u e n c y O f I n te ra c t i o n : O n e M ove A D ay. Th e G a m e s A re B a s e d O n C l a ss i c Vi d e o G a m e s ( M a r i o, P o n g , E tc) . B y R e d u c i n g Th e Fe e d b a c k Lo o p To A F re q u e n c y O f A D ay, Th e G a m e s Ta ke A N ew P e r s p e c t i ve A n d Th e S k i l l s Re q u i re d To M a ke P ro g re ss A re R a d i c a l l y D i f fe re n t . Wh i l e Tra d i t i o n a l Vi d e o G a m e s R e q u i re G o o d H a n d - Eye C o o rd i n a t i o n A n d C o n ce n t ra t i o n , S l ow G a m e s C h a l l e n g e O u r M e m o r y, C a p a c i t y O f O b s e r va t i o n A n d Pa t i e n ce. Th i s P ro j e c t I s Pa r t O f A L a rg e r P i e ce O f Re s e a rc h - A S e r i e s O f P e r s o n a l O b j e c t s Th a t R e f l e c t O n H ow We U s e Te c h n o l o g y To d ay. S l ow G a m e s S t a r te d A s A n E x p l o ra t i o n O n Th e To p i c O f I m m e d i a c y - Th e Fa st R e a c t i o n We D e m a n d O f Te c h n o l o g y I n Re s p o n d To O u r R e q u e st s , A n d Th e C o n s e q u e n t Fa st Pa ce Te c h n o l o g y I n st i l l s I n U s . Vi d e o G a m e s S e e m e d To B e A n I d e a l M e d i u m , B e i n g A F i e l d Wh e re Re a c t i o n Ti m e I s Ty p i c a l l y C r i t i c a l , B o t h Fo r Th e Te c h n o l o g y A n d Th e P l aye r.
  25. 25. L I T T L E I N F E R N O C o n g ra t u l a t i o n s O n Yo u r N ew L i t t l e I n fe r n o E n te r t a i n m e n t F i re p l a ce ! Th row Yo u r Toys I n to Yo u r F i re, A n d P l ay Wi t h Th e m A s Th ey B u r n . S t ay Wa r m I n Th e re . I t ' s G e t t i n g C o l d O u t s i d e ! B u r n F l a m i n g Lo g s , S c re a m i n g Ro b o t s , C re d i t C a rd s , B a t te r i e s , E x p l o d i n g F i s h , U n st a b l e N u c l e a r D ev i ce s , A n d Ti ny G a l a x i e s . A n A d ve n t u re Th a t Ta ke s P l a ce A l m o st E n t i re l y I n F ro n t O f A F i re p l a ce - A b o u t L o o k i n g U p U p U p O u t O f Th e C h i m n ey, A n d Th e C o l d Wo r l d J u st O n Th e O t h e r S i d e O f Th e Wa l l .
  26. 26. T H R E E C I T I E S Th re e C i t i e s È U n U r b a n G a m e C h e S i È Svo l to I n C o n te m p o ra n e a A B o l o g n a , Lo n d ra E B a rce l l o n a P e r C re a re U n D i a l o g o Tra L e C i t t à A t t rave r s o L e I m m a g i n i . Th re e C i t i e s : P i c Yo u r S to r y H a P ro m o ss o A l l o S te ss o Te m p o L’e s p l o ra z i o n e D e g l i S p a z i P u b b l i c i C i t t a d i n i , L’ u s o C re a t i vo D i S m a r t p h o n e E Fo to c a m e re D i g i t a l i , L a Pa r te c i p a z i o n e D e i C i t t a d i n i A l D i a l o g o I n te rc u l t u ra l e . I G i o c a to r i D i Th re e C i t i e s : P i c Yo u r S to r y H a n n o U t i l i z z a to Le P ro p r i e M a cc h i n e Fo to g ra f i c h e E I P ro p r i S m a r t p h o n e P e r Re a l i z z a re : C o l l a g e L i n g u i st i c i , E s p e r i m e n t i D i Vi a g g i I n A l t re C i t t à , B rev i S to r y b o a rd I n te r n a z i o n a l i . A B o l o g n a A l l a C o n c l u s i o n e D e l G i o co È S t a to A l l e st i to U n o S to r y wa l l , U n o S p a z i o N e l Q u a l e S o n o S t a te E s p o ste Q u a s i I n Te m p o Re a l e Le Fo to Re a l i z z a te D a i G i o c a to r i D i B o l o g n a , Lo n d ra E B a rce l l o n a .
  27. 27. $ I B I A G O N S i b i Th e P l ay ro o m È U n L a b o ra to r i o D i S p e r i m e n t a z i o n e L u d i c a E C re a t i va Svo l to s i A d A st i A S e t te m b re 2 0 1 2 . I l L a b o ra to r i o, O rg a n i z z a to D a l C o l l e t t i vo Pa u l i A cco l a ( S a m u e l e C h e r u b i n i , R i cc a rd o Fa ss o n e, Ro b e r to Fa ss o n e) , H a P e r m e s s o A O l t re S e t t a n t a G i o c a to r i D i U t i l i z z a re S i b i , U n S o f t wa re P e r L a G e n e ra z i o n e D i I st r u z i o n i , P e r Re a l i z z a re A r te fa t t i C re a t i v i ( S c u l t u re, Fo to g ra f i e, Vi d e o, Ecc . ) D a E s p o r re N e l l a P l ay ro o m . Lo S p a z i o D i G i o co E ra D i v i s o I n Tre S a l e. N e l l a P r i m a E ra n o C o n te n u t i I M a te r i a l i U t i l i A l l a Re a l i z z a z i o n e D e g l i A r te fa t t i C re a t i v i ; L a S e co n d a O s p i t ava I l S o f t wa re E I M a te r i a l i U t i l i P e r L a P ro g e t t a z i o n e ; L a Te rz a F u n g eva D a G a l l e r i a P e r L ' e s p o s i z i o n e D e i L avo r i .
  28. 28. … R E A D/ E N A B L E P R A C T I C E S C o - C re a t i ve P ra c t i ce Fo r O p e n O u tco m e s
  29. 29. L I T T L E B I G P L A N E T J o i n U s Fo r A n E xc i t i n g J o u r n ey F i l l e d Wi t h Th r i l l i n g A d ve n t u re s , U n i q u e C h a ra c te r s A n d Fa n t a st i c F u n To B e H a d Wi t h A n Eve r - E x p a n d i n g C o l l e c t i o n O f Leve l s A n d G a m e s C re a te d B y Th e L i t t l e b i g p l a n e t C o m m u n i t y ! P l ay [ … ] C re a te D u r i n g Yo u r Trave l s Wi t h S a c k b oy, Yo u Wi l l Le a r n H ow To C re a te I n L i t t l e b i g p l a n e t A n d Wi t h E a c h N ew A d ve n t u re ; Yo u Wi l l Le a r n Eve n M o re N ew A n d E xc i t i n g Ways To C ra f t Th e Wo r l d A ro u n d Yo u To C re a te Yo u r Ve r y O w n G a m e s ! S h a re A f te r Yo u H ave C re a te d Yo u r L a te st M a ste r p i e ce, Yo u C a n P u b l i s h I t To S h a re I t Wi t h Th e Re st O f Th e C o m m u n i t y. Wh o K n ows? Yo u M ay H ave E ve n J u st P u b l i s h e d Th e L a te st H i t O n L i t t l e b i g p l a n e t A n d Yo u r L a te st , G re a te st C re a t i o n s C o u l d Eve n B e co m e Th e Ta l k O f Th e C o m m u n i t y !
  30. 30. M I N E C R A F T M i n e c ra f t I s A G a m e A b o u t B re a k i n g A n d P l a c i n g B l o c k s . A t F i r st , P e o p l e B u i l t S t r u c t u re s To P ro te c t A g a i n st N o c t u r n a l M o n ste r s , B u t A s Th e G a m e G rew P l aye r s Wo r ke d To g e t h e r To C re a te Wo n d e r f u l , I m a g i n a t i ve Th i n g s . I t C a n A l s o B e A b o u t A d ve n t u r i n g Wi t h F r i e n d s O r Wa tc h i n g Th e S u n R i s e O ve r A B l o c ky O ce a n . I t ’s P re t t y. B rave P l aye r s B a t t l e Te r r i b l e Th i n g s I n Th e N e t h e r, W h i c h I s M o re S c a r y Th a n P re t t y. Yo u C a n A l s o Vi s i t A L a n d O f M u s h ro o m s I f I t S o u n d s M o re L i ke Yo u r C u p O f Te a . G o To B l o c k B y B l o c k G o To q C ra f t
  31. 31. … S O? … D o n ’ t Wo r r y…We ’ re A l m o s t D o n e …
  32. 32. …W H E N D E S I G N I N G G A M E S FO R B R A N DS : ✓ I d e n t i f y A n d Tra n s l a te B ra n d Va l u e s Wi t h A C r i t i c a l A t t i t u d e ✓ G o B eyo n d P u re E n te r t a i n m e n t ( B u t D o n ’ t Fo rg e t Yo u N e e d I t To o) ✓ C o m m u n i c a te A M e ss a g e ✓ O f fe r M e m o ra b l e E x p e r i e n ce s B u i l t O n G a m e s I n n e r N a t u re ✓ S to r i e s A n d R u l e s A re Yo u r B e s t A l l i e s
  33. 33. T H A N K YO U M a ste r I n B ra n d C o m m u n i c a t i o n 2 0 1 4/ 1 5 | P o l i . D e s i g n | M i l a n o t h e b u t to n s h a p e.co m @ n rg i g a G i ova n n i C a r u s o d o t ve n t i . i t g a m e j o u r n a l . i t

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