Playfully Saving Humanity - Gamification for Good

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Gamification for Behavior Change. Influence using Play. Serious Games for Good. Kam Star's presentation at Social Media Week 2013, the the methodology and works of PlayGen on Making Games for : Curing Cancer, Coronary Bypass Surgery, Career choices, Floods, Teenage pregnancy
Floodplain management, Violence and Extremism, Nanotechnology, Health Policy,Alcohol abuse,Conferences,Innovation Investment , Historical battles, Money Laundering, Data Security, Environmental concerns, Public Policy Engagement, Battlefield awareness, Location familiarisation, Climate Change, Generating new ideas, Making Games.

for more info visit http://playgen.com

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  • Overarching point is the need for user testing. Can never assume that objectives will be met just by going through these steps as there are always unintended consequences.Some key points to make are:Motivations – this is a step that is often missing. And so it means that the experience isn’t designed around your target groups very specific motivations and fails. Not everybody wants to score pointsExperiences – if these do not chime with real life then people will not be prepared to take action in real-life as a result
  • Motivations – this is a step that is often missing. And so it means that the experience isn’t designed around your target groups very specific motivations and fails. Not everybody wants to score points
  • Overarching point is the need for user testing. Can never assume that objectives will be met just by going through these steps as there are always unintended consequences.Some key points to make are:Motivations – this is a step that is often missing. And so it means that the experience isn’t designed around your target groups very specific motivations and fails. Not everybody wants to score pointsExperiences – if these do not chime with real life then people will not be prepared to take action in real-life as a result
  • Overarching point is the need for user testing. Can never assume that objectives will be met just by going through these steps as there are always unintended consequences.Some key points to make are:Motivations – this is a step that is often missing. And so it means that the experience isn’t designed around your target groups very specific motivations and fails. Not everybody wants to score pointsExperiences – if these do not chime with real life then people will not be prepared to take action in real-life as a result
  • Gamifying career advice
  • To name a few game mechanics.What vehicles “game mechanics/social game mechanics” we used to get the psychology to work.Also players could add there friends into their worlds, view their friends worlds and gift items to their friends.Player and Global events start conversation “Oh did you get hit by that world recession last night”MeTycoon encourages conversation, players talking to their friends about events in the game is a good thing.Games don’t change people, people change people.Variable Challenges: Allowed conversation to start “did you get hit by that recession last night” “Yeah lost my job”We are engaging kids to enable them to talk with each other. Parallel Play – recognising the play of others around you, doing something and playing in the same cognitive space, without any open social interaction.Status:among the global player base (on theleaderboard), also with status comes reward, - bigger jobmeans bigger salary (as we all know).Mastery:Player’s who are master’s of the gameare easy to spot. The one’s with the big flash cars andhouses and the endless amount of happiness generated.Power:Job changes occurfrequently but give the player an opportunity to explore newcareer paths.Loyalty:We have turned it from extrinsicallymotivation to intrinsically. Students play with there friends tosocialise and discuss what’s the latest's events in the game.Variable Challenges:This would effect everyone playing the game at the same time. Itcould effect then economically or emotionally. This was a great thing touse as it enabledconversation to start.
  • Game draft reviewed independently by N=25 Warwickshire parents, with feedback on:ScriptImagesGame play
  • Playfully Saving Humanity - Gamification for Good

    1. 1. Playgen Playfully Saving Humanity Kam Star kam@playgen.com tweet : @playgen
    2. 2. Curing Cancer Coronary Bypass Surgery Career choices Floods Teenage pregnancy Floodplain management Violence and Extremism Nanotechnology Health Policy Alcohol abuse Conferences Innovation Investment Historical battles Topics I’ve designed games on Money Laundering Data Security Environmental concerns Public Policy Engagement Battlefield awareness Location familiarisation Climate Change Generating new ideas Making Games ....
    3. 3. Clients
    4. 4. Researcher links
    5. 5. Game design Gamification Social Platforms User Experience Simulations Monetisation Platform Development System Architecture My Interests
    6. 6. Game Mechanics Motivators Social Mechanics Victory Conditions 1 2 3 4
    7. 7. In 3 years become a Major Festival For Europe
    8. 8. Global Competition
    9. 9. Method from over 10 years of changing behaviour through play Analyse & understand motivations and influencers of the target audience 1 Align player experience with intrinsic desires 2 Facilitate reflection and provide continues support 3
    10. 10. • Target a specific group and define their underlying attitudes • Analyse and understand their current barriers to behaviour change • Identify major influencers and credible sources 1. start with the motivations of target group
    11. 11. • Relate rewards for engagement tailored to your target audience • Links back to real life experiences & language, with familiar content and buzzwords • Give player has control of how they explore content through their decisions 2, Build your gameplay around intrinsic desires
    12. 12. • Enable comparison, co-operation and competition with other players • Encourage players to give and take advice from the community • Prompt players to follow-up and keep them coming back for more 3, Reinforce insights through reflection & support
    13. 13. Me Tycoon: Making careers advice relevant today motivation • Careers advice seems boring and irrelevant to their life today • Young people strongly influenced by careers experience of friends and family, which limited their outlook experience reflection • Player’s world affected by impact of different choices • They built their own world so motivated to return, see it grow and try out different options • Whole life simulator to bring the future to life today, • Rewards for exploring alternative futures • Content included video clips of real people in different jobs
    14. 14. Rewards and Job succession for watching videos Range of items to buy to improve skills, decorate and gift Customisation of characters and players world.. Random events to make each game-play more interesting... Reward, Mastery Power Ownership Variable challenge
    15. 15. Did playing MeTycoon help you find out about what skills are important for getting a good job? Did MeTycoon give you new ideas for jobs that you hadn't thought of before? Did playing MeTycoon help you learn more about what jobs might be available in the future? MeTycoon Insight Summary For the full study search ‘metycoon’ on google scholar 98% 2% Yes No 80% 10% 10% Yes No Don't know 78% 11% 11% Yes No Don't Know
    16. 16. The Challenge The UK has the highest teenage pregnancy rate in Western Europe with the Coventry rate being 35% higher than the national average. To build a game that helps to drive constructive conversation between children and parents around sex and relationships. Using role play to step through embarrassing or awkward topics.
    17. 17. Engagement •Engage parents who are unable to attend a full programme for practical reasons (eg. travel, childcare). •Engage parents who are unwilling to attend a group programme (due to e.g. embarrassment). •Provide a delivery method that can be accessed at the individual’s rather than a prescribed pace and that fits better with competing commitments. •Engage parents in a more interactive, immersive way. •Provide a platform for ongoing data collection.
    18. 18. • A randomised controlled trial revealed – 60% of parents said their relationships with their children with respect to sex and relationships has improved. – 79% of parents discovered new facts about sexual health they didn't know before. – 56% of parents they felt more confident in talking with their children about relationships and sex. – 35% felt less embarrassed about discussing sexual health matter than they did at the before playing the game. Search Google Scholar for “what should we tell the children” for more. The outcomes
    19. 19. A couple of my current projects are : COLLAGE : €3.6 M Gamification of creativity and learning in the enterprise CELAR : €2.6M Large-scale gamification of public policy using realtime data And finally I’m doing a PhD in Gamification of Collective Intelligence. Talk to me if you’re into either gamification or collective intelligence ;) kam@playgen.com or tweet @playgen

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