The document discusses the need to rethink how games are created and used to drive change. It argues that existing games and models are not achieving real impact given broader societal shifts with technology and user expectations. To have more effect, the document suggests game creators must better understand audience profiles, lives, other games/platforms; collaborate more widely; and redefine notions of success, as questions around purpose and adaptation are needed to solve problems through this medium.

1. Why?
Why is where the impact is...
Brian Reich brian@littlemmedia.com www,thinkingaboutmedia.com twitter.com/brianreich

2. Ask yourself
why(?)
What we are doing isn’t working
anymore.

3. Technology and the Internet, and
their role in our lives, has changed
how we communicate, get and
share information, the media we
consume, and the reasons we
engage with each other ‐ online
and ofFline. The effects of these
changes are being felt by all of
us, every day, all the time.

4. Information moves faster. People
are more closely connected. Our
expectations are higher. We have
different options and better
choices. We are one global
community. And our connections
to the issues and events that shape
our world are being transformed ‐
rapidly and constantly.

5. How organizations operate,
organize, and communicate must
be re­imagined. The passion and
interest of individuals must be re­
focused and re­directed. The
ways that we measure success
must be re­assessed. The ways we
promote big ideas and create better
solutions must be re­envisioned.

6. And that
includes
games...

7. Why do we
need to
RE-THINK
games?
We cannot think about games in isolation. The shifts that are occurring in every other
aspect of our society, and our lives, impact how games are created and consumed.
Everything is changing.

8. Why do we
need better
AUDIENCE
PROFILES?
Because demographics are not enough. We need to understand the audience for our
games in terms of their psychographic profiles, technographic capabilities, and
behavioral activities.

9. Why do we
need to know
how PEOPLE
LIVE?
Because for games to have an impact we have to do more than just get people to play --
we have to make the connection between the game experience and some shift in
behavior. And those changes happen in the context of people’s lives.

10. Why do we
need to care
about OTHER
GAMES?
Because the experience and expectations that users develop playing Farmville, Pac-Man,
and everything else shape their experience and expectations of every other online
experience, and especially any other game they play.

11. Why do we
need to utilize
ALL THE
PLATFORMS?
Because users seamlessly move between several different pieces of technology every day.
People aren’t looking for computer games or mobile games - they are looking for timely,
relevant, compelling experiences that they can play whenever and wherever they choose.

12. Why do we
need to work
with OTHER
PEOPLE?
Because everyone is facing a similar challenge. And because other sectors (car designers,
clothing manufacturers, soda sales people, government economists) understand different
things about the target audience -- and how to engage, educate, and mobilize people --
that we can learn from.

13. Why do we
need new (and
different)
MODELS?
Because serious games (and other games that influence behavior and drive change)
compete with other games, and other media -- they need to generate revenue in order to
sustain and reach their goals. The existing models for monetizing game play are not
enough.

14. Why do we
need to LOOK
FORWARD,
NOT BACK?
We spend too much time creating and analyzing case studies. Case studies represent a
specific snapshot in time. They have limited value. It is not important to know that
someone was able to create a successful game -- to engage and mobilize an audience. It
is important to understand how to apply the lessons to different contexts and times.

15. Why do we
need to
REDEFINE
SUCCESS?
Because each challenge is unique and we don’t fully understand what success really
means. For certain, we know that success is not the same for every issue or project.

16. Why...?
Games continue to be one of the most exciting, most influential tools/mediums available.
But the games we have seen, the games we are working on, and even the games we are
just now beginning to think about aren’t getting the job done. Nobody has figured
everything out. We have to keep asking the questions, and keep adapting and updating
our approach, to see real change occur.

17. Technology and the internet can
help drive change in the world.
We can solve real problems,
address complex issues and
engage audiences in powerful
ways. Games are a big part of
this. But not enough is getting
done.

18. Ask yourself
why(?)

19. Why?
Why is where the impact is...
Brian Reich brian@littlemmedia.com www,thinkingaboutmedia.com twitter.com/brianreich