Serious Games Interactive is a company founded in 2006 that develops serious games combining learning, communication, and storytelling. They have worked with clients such as Amnesty, Unicef, and the Danish National Museum. The document discusses gamification, which is integrating game mechanics into other contexts to encourage behaviors. Examples where gamification has been used successfully include websites like Eksperten.dk and Nike's running app. The key aspects of gamification outlined are active challenges, rewards systems, and achieving status/achievements.

1. Selected productions Serious Games Interactive 2006-2010 © Getting Serious With Games New Media Days, 10th November ‘10 Simon Egenfeldt-Nielsen, PhD CEO, founder Serious Games Interactive Gamification

2. My Background MA Psychology PhD Games & learning Mixing industry & research Current European Research projects: SIREN, PlayMancer & GaLa Computer games Global Conflicts-series Playing History-series +20 games for clients

3. Serious Games Interactive (SGI) was founded in 2006 in Copenhagen, Denmark. Covered in most major news outlets and won numerous awards. Develop serious games that combines playing, learning, communication and story-telling. We are a cross-disciplinary team of 18 people with strong roots in research. Range of different client: Amnesty, Unicef, Kaplan, WWF, The Danish National Museum, LEGO and European Schoolnet. Company background Visit us at our stand – First 10 to remember all bullets win a prize

4. What this is about…

5. What is gamification… ” Integrate game dynamics into your site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."

6. Children and parents know this…

7. Agenda Why games matters? How to approach this? Who have done this? How to do this?

8. Game industry fastest growing… EUR 15bn EUR 30bn 1990 2000 EUR 75bn 2010

9. We invest 3 Billion hours every week in playing games Everyone…

10. Source: Mr. Toledano

11. Agenda Why games matters? What is this gamification really? Who have done this? How to do this?

12. What is gamification… Gamification signals a greater shift… Fight for attention Need for engaged users Need for user permissions Getting more creative in user interaction

13. The pre-history of gamification Cash incentives 1900s 2000s 1980s 1930s Coupon codes Loyalty systems Virtual rewards

14. The power of computers… Read… Listen… View Representation – we can really own ‘show’ things Simulation – We can represent, track, interact and manipulate

15. Why gamification now? Digitalization & Virtualization constantly increasing. Tracking, feedback and reward structures easy to embed. Games are increasingly becoming omnipresent

16. The history of gamification Source: Gabe Zichermann

17. How gamification work Active Challenge Win condition Rewards “ A game is a pastime with formal and predefined set of rules for the progression of a game session, with built-in and quantitative definitions of success and failure.” - Jesper Juul Achievement Social status

18. What is gamification… Product New approach Traditional approach Media Because games are about verbs and not substantives it becomes possible to not only manipulate other perception but also our actions much more directly through rewards system.

19. Agenda Why games matters? How to approach this? Who have done this? How to do this?

20. Case: Eksperten.dk

21. Case: Ribbon Hero 4 months after release +100.000 Downloads +120.000 Challengs played Microsoft Office see as innovative, interesting and cool. Source: Microsoft Office Lab through Gabe Zichermann

22. Case: Nike+

23. Agenda Why games matters? How to approach this? Who have done this? How to do this?

24. Communication Innovation External Internal Knowledge mgmt. E-learning Onboarding Advertising Branding Edu. campaigns User innovation Lead users Change mgmt Entrepreneurship

25. First steps… Identify your target behavior change Create game challenges around those targets Create good feedback loops for rewarding right behavior Create status/achievement system for recognizing winners A creative process that requires understanding users, games and business..

26. The quest for harnessing the potential of computer games beyond entertainment is as old as the medium. However, it is increasingly getting tracking due to virtualisation, digitalisation, game adaptation and fight for attention. Bring the experience to the product – not the other way around The Wrap-up

27. Contact details Serious Games Interactive www.seriousgames.dk www.globalconflicts.eu www.playinghistory.eu Simon Egenfeldt-Nielsen www.egenfeldt.eu [email_address]