Games are the new Normal (keynote Immersion 2011)
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The document discusses the rise of gamification and how game mechanics are being used in non-game applications and businesses. It notes that generations who grew up with video games now make up a large portion of consumers and decision-makers. Gamification involves using elements of games like level structures, rewards, competition, and virtual currencies to improve user experiences and engagement. While gamification is not always about making things fun, it is about using game mechanics to motivate users. Many brands have started incorporating gamification strategies. Factors like social interaction, clear goals or victory conditions, and the right motivations are important considerations for effective gamification.
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Games are the new Normal (keynote Immersion 2011)
- 1. « Games Are The New Normal »
- 2. « Games are the new Normal » • Generations °80’s grew up with videogames, many of them still play today. • All of them are consumers and potential clients. • A lot of them are today’s decision-makers, managers, influencers. • Game mechanics are not a novelty, it’s ’how it should be’.
- 4. Gamification? • Gamification is the use of game mechanics for non-game applications/businesses. • Game mechanics: – Level structure – Reward (feedback) systems: points, badges, … – Competitive elements (leaderboards, tournament) – Appointment mechanics – Virtual currency – …
- 5. It’s not (always) about making stuff FUN Gamification =! Making a game Gamification =! Making a boring business/activity more fun Gamification = using game elements or mechanics to improve businesses or experiences
- 6. Before 2008: - Games = Niche - Big, But Closed Industry - Brands & Non-Gamers Not Welcome Image from gogaminggiant.com
- 7. Number of gamers exploded: 2000: 250M 2011: 1B+ • New fast-growing ‘open’ platforms (Fb, iOS) • Metrics-led design, new generation of game devs • Broadband penetration • Free! Image from chandlersfantasyblog.com
- 8. Growing importance of entertainment. Digital entertainment industry revenues tripled in last decade. “Consumers' appetites for entertainment, experience and new technologies are insatiable” IBM, Media & Entertainment 2010 Image from bestthemeparks.blogspot.com
- 10. Social Games: Hyped, inflated, but REAL REVENUE Image from Flickr
- 12. Gamification ingredients Image from free-photos.biz
- 13. 1. What motivates the user/customer? 2. What are the mechanics/rules? 3. Is there Social Interaction? 4. How do you Win/Level Up? (victory conditions)
- 14. What motivates the user? • Power • Personal development • Being recognised, Status • Curiosity, learning, creating • Winning (prizes, cash) • Competition • Affiliation, social interaction (‘making friends’) • Ownership, control • Achievement
- 15. TripIt - leaderboards Status & competition (brag about your business trips, show how ‘global’ you are) Changes dynamics of travel planning.
- 16. Credit Cards - Levels • Basic but effective Level design • Unclear, vague victory conditions add to status
- 17. Game mechanics • Resource Management • Auction • Luck, Random elements • Time (against the clock) • Rewards (badges, points, achievements) • Risk (penalty vs reward) • Levels • Collecting • Leaderboard • Points, Virtual Currency • Capture (remove opponent’s tokens/resources) • Appointment mechanics (come back in 15 minutes or else) • …
- 18. Mindshapes – gamified education Gamified learning apps for kids
- 19. B2B - DevHub • Gamified website creation • Make the process fun and rewarding
- 20. • Badges, Achievements • Characters • ‘Virtual World’
- 21. Social Interaction • Social Graph • Gifting • Feedback (internal/external) • Status, peer recognition • Communal collaboration • Leaderboard • Self-expression (Avatars, customisation) • Exchange
- 22. Nike+
- 23. Victory Conditions • Elimination (wipe out competitors) • Score (most points win) • Race (first player wins) • Territory control (biggest area) • Game-specific rules
- 24. McDonald’s Monopoly Promotion • Victory = collect the right sets of streets
- 25. EA Sports Active Victory & game rules automated: software tells you how well you did (points, challenges)
- 26. • Criticism: – ‘Pointsification’ – Fluffy metrics (‘engagement’) – Re-inventing loyalty systems – Ugly word • Most gamification projects are ‘glorified loyalty programmes’. • Game mechanics can’t fix broken businesses!
Editor's Notes
- Title slide TBD
- Explosion in number of gamers – 4 years ago WoW was cultural phenomenon with 12M players (today medium sized social game)
- Ever increasing importance of entertainment
- The Free Economy – free to play vs $50+ upfront
- Motivation = status & competition (brag about your business trips, show how global you are)
- Victory conditions: collect all the streets to win
- Victory & game rules automated: game will tell you how well you did (points, challenges)