THUPR conference - social games & gamification overview
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Social games have exploded in popularity since the 2000s with the rise of new platforms like Facebook and iOS. Billions of people now play social games for small amounts of time each month, equivalent to millions of years spent playing per year. While initially dismissed as a niche industry, games and related concepts like gamification are now seen as important tools for brands seeking high engagement from a diverse audience. However, simply adding game mechanics like points or levels may not be enough to truly engage users outside a game context. When used properly, some mechanics can help structure non-game content and processes.
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Raf Keusterman on Gamification
Rafs slides on Gamification: too big to post up on the meetups site
http://www.meetup.com/thupr2010/events/15257158/
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Recommended
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For more information: http://uxmag.com/articles/dark-ux-the-elements-of-the-video-gambling-experience
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Its material is complementary to the deceptive UI designs in www.darkpatterns.org.
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The document discusses various gaming platforms and how brands can engage with them. It covers social games, MMORPGs, console games, and mobile games. It analyzes the opportunities for brands within each platform, such as in-game advertising and branded games. The focus is on how social and mobile gaming are growing in relevance for marketing due to their large audiences and opportunities for engagement and monetization.
Moonsubmarine Presentation @ Mobilesoft 2015
This document discusses gamification and serious games. It describes how games can generate useful data as a byproduct of play through games with a purpose. Serious games are designed for purposes other than entertainment, like education or healthcare. The company presented makes games to solve problems with player contributions and has experience in game design, development, and gamification platforms. It discusses some of its games, including one for image segmentation and fashion trends and a hybrid game for water sustainability.
Orthodoxies and technologies in game design
This document discusses the evolution of game design processes and tools. It notes that early game design followed a linear process of concept development, pre-production, alpha/beta testing, and release. However, tools like digital distribution, analytics, and games-as-a-service have led to more iterative design processes that incorporate ongoing testing and data-driven optimization. Some designers have less autonomy as business and analytics teams influence design decisions. The document advocates for unorthodox design tools that support creativity, such as paper prototyping, systems modeling software, AI-assisted level sketching tools, and open-world progression planners.
Games for Change Methodology
Games are a $60 billion global industry played by 97% of American teenagers and the average Facebook gamer is 39 years old. Research organizations argue games offer attributes for 21st century learning like systems thinking and problem solving. Games are being used by non-profits and agencies to further educational and social goals. G4C's methodology involves understanding the audience, context, desired impact, appropriate platform, financial sustainability, gameplay design, execution process, and evaluation metrics. Case studies demonstrate games in classrooms, developing countries, direct action games, mass collaboration, youth creation, and evaluation/brain research.
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In depth analysis on Financial and strategical Comparison between two of the biggest names in Gaming industry.
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Resume
Timothy Ryan is a game producer, designer and programmer with over 25 years of experience in the video game industry. He has held lead roles at many studios, including Day 1 Studios where he led multiplayer design for the game Fracture. He is skilled in team management, game design, programming, and production tasks like scheduling and budgeting. His resume details his work on published titles across many genres and platforms.
Gamification - Let's Talk About Data
1) Most social games struggle to retain and re-engage users, with only the top 0.07% achieving lasting engagement at scale.
2) While social games engage millions of users for billions of minutes each month, the average social game performs no better at retention than other apps and websites.
3) Certain game mechanics like levels, rules, and feedback loops can be effective standalone tools to structure processes and increase engagement, but building engaging experiences is difficult and game mechanics alone cannot fix broken businesses or engagement issues.
Game Analytics: A Practitioner’s Perspective
Presentation at IEEE Game Innovation Conference - 23 Dec 2010
http://ice-gic.ieee-cesoc.org/2010/index.php
9.5 Theses on the Power and Efficacy of Gamification
Gamification is the cool new kid in town but it is nothing new. While gamification uses game design elements in non-game contexts, it is not very playful and tends to think inside the box. Gamification risks being an inadvertent con by overpromising and confusing intrinsic motivation with extrinsic incentives. However, game design can provide useful patterns and methods for researchers, and gamification is promising to designers if implemented thoughtfully. The term "gamification" itself is problematic and alternatives like "gameful design" should be considered.
8 consumption
The document discusses various ways that gaming is consumed beyond just playing games, including:
1) Merchandise like clothing, collectibles, and unusual branded items from publishers like Rockstar Games.
2) Cosplay where fans recreate character costumes.
3) E-sports which are competitive video game tournaments with cash prizes.
4) Machinima that uses game engines to create animated films.
5) Modding where fans create new content, levels, or total conversions of games. The Hot Coffee mod for GTA: San Andreas is a notable example that impacted the game's rating.
Serious Game Design June 2011
This document provides information about two workshops on serious game design taking place from June 13-16, 2011 in Kuala Lumpur. The workshops will be led by Ian Schreiber and will have 25 participants. Workshop 1 will cover strategies for serious game design, teaching core concepts and having hands-on exercises. Workshop 2 will apply serious game design concepts, analyze case studies, and how games can be used for teaching, training and assessment. Participants will gain skills to design games for learning and take lessons back to their work.
[DSC Europe 23][Pandora] Siyu SUN Data Science Enter The Game.pptx
Siyu Sun presented on applying data science in the gaming industry. Some key applications discussed include optimizing monetization through improving in-app purchases, ads, and subscriptions. Specific use cases covered predicting payers versus non-payers, ad trigger points, and subscription tier and pricing optimization. Challenges with A/B testing large changes over long durations were also noted. Reinforcement learning applications and the future of generative AI and text-based games were briefly discussed at the end.
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This document discusses the social casino gaming industry in 2014. It notes that the industry generated $2-2.5 billion in revenue in 2013, with the top 5 companies controlling 60% of the market. It also discusses the growth of mobile gaming and how revenue is following audiences to mobile platforms. Several mergers and acquisitions in the social casino space over the past few years are also summarized.
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1) The document discusses how social casino games are "waking up" the online gambling industry.
2) It notes that the online gambling industry has become commoditized, uses outdated approaches to user experience and technology, and is disconnected from broader entertainment trends.
3) Social casino games, which are free-to-play and more integrated with social platforms, can help online gambling operators learn from innovative product development, a focus on unique content over price, and reconnecting with audiences in the broader entertainment space.
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$500M is what slot machine manufacturer IGT paid for social game studio DoubleDown Interactive last year. More than EA paid for Playfish. For a company with 1 game that is not even in the top 25 of largest Facebook games. Before that, Caesar's had bought Playtika (Slotomania), also for a 9-digit buy-out fee. Why are social casino games are so hot right now? And why are gambling companies buying free-to-play game studios? What can the game industry learn from the world of gambling, and vice versa? In this session, Raf Keustermans, co-founder and CEO of social casino startup Plumbee will share insights and data from both worlds : current markets, similarities and differences, growth & margin softness in online gambling, analytics, 'whales', trends, risks and opportunities.
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This document discusses social casino games and the challenges of finding funding. It notes that success requires at least $2 million, as production and marketing costs are increasing due to competition, user expectations, and the need to launch on multiple platforms. While there is seed funding available, it is harder to find larger Series A and B funding in Europe. Risks include regulation changes, market saturation, and rising customer acquisition costs, but there are also opportunities to innovate in the gambling industry which tends to lack focus on product development.
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THUPR conference - social games & gamification overview
- 1. Social Games & Gamification
- 2. RAF KEUSTERMANSIndependent ConsultantGlobal Marketing DirectorPlayfish (EA) 2009-2010Marketing Director EMEA Pogo.com (EA) 2008-2009Head of Marketing Western Europe Unibet.com 2005-2008Project Manager & StrategicPlanneratBBDO, Grey and DuvalGuillaume (Publicis Groupe) 1998-2001 / 2002-2005Co-Founder start-up (Cyganet - online communitytools & services) 2001-2002raf.keustermans@gmail.com@raf_keustermans
- 3. Games & GamificationTimeline Gamification SocialGames PONG 1972 2005 1994 2012 2007 2010 1980’s Brands (re)discoverGames « Golden Age of Arcade Games » XBOX 360 PS3
- 7. Metrics-led design, new generation of gamedevs
- 11. That’s an average of 10 minutes for everyone on the planet!
- 12. Or 3,4M years are spend/wasted on social gameseveryyear.
- 13. Wow!
- 17. F > M
- 18. 30+
- 20. HugeGrowth+ High (Perceived) Engagement + Big $$ + New Generation of Game Developers = Brands and Non-Gamecompanies are gettinginterestedin Games.
- 21. Gamification! Gamification is the use of game mechanics for non-game applications. Game mechanics: Level structure Reward (feedback) systems: points, badges, … Competitiveelements (leaderboards, tournament) Appointmentmechanics Virtual currency
- 22. Gamification: two main schools of thought « Certain gamemechanicscanwork as a STANDALONE solution outside a gameenvironment. E.g. using ‘levels’ canbe a great solution to structure content or complexprocesses. Usinggamemechanicsdoesn’tmeansomethingneeds to look or feellike a game.» « Gamesonlyworkbecause all the differentelements TOGETHER makeit an engagingexperience; narrative, character & level design, art style, sound, gameplay and gamemechanics. You can’tjusttake one of thoseelementout of it and hopeit has the same impact on engagement. »
- 23. Criticism: ‘Pointsification’ Fluffymetrics (‘engagement’) Re-inventingloyaltysystems Uglyword Most gamificationprojects are glorifiedloyalty programs. Strange, most (social) gamessuckatretainingusers: 60-70% neverreturnsafter first game session Only 15-20% still active 30 daysafterinstalling the game
- 24. But… somegamemechanicscanworkoutsidegames! Use Levels to structure content, processes Make a registration process (or taxform) easier & more fun Break down stuff in little, chewable bits Feedback loops (direct/indirect) increasevelocity of user feedback Understand drop-out points, funnelleaks Fail fast & cheap. Learn. Iterate. ‘Status’ isextremelypowerful.
- 25. And Even Badges Can Work! Nothing new Relevant tool if thereis a context/meaning
- 26. Raf Keustermans raf.keustermans@gmail.com twitter.com/raf_keustermans
Editor's Notes
- Titleslide TBD
- Explosion in number of gamers – 4 years ago WoW was cultural phenomenon with 12M players (today medium sized social game)
- And Facebook: $60Btoday, Omnicom = $15B