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I’d Play That!Gameplay in Interactive Exhibits     California Association of Museums                      February 21, 2013
A hands-on exhibit, an online game,a Climate Agent Mission
Nuts & Bolts• Visitors get a Climate Agent Access Card• 8 locations in the exhibition to earn points• Get into costume,  c...
Why•   Engage visitors in ongoing participation•   Personalize the experience•   Embed gameplay•   Gather data
A hands-on exhibit, an online game,a Climate Agent Mission
Challenges• New territory• Choosing a technology• Integrating with physical & digital  interactive devices• Collaborating ...
Evaluation FindingsVisitors’ Overall Impressions:• qualitative description  (cool, fun, entertaining,  interactive, attrac...
Evaluation FindingsVisitors’ Response to Gameplay:• 84% tried to earn points• 92% motivated by points  – Fun  – Awards for...
Evaluation FindingsMain Messages• 79% perceived main message relating  to individual contribution/action• Energy Use, Tran...
Evaluation Findings2-3 Months Later…• 60% saved their Climate Agent ID,  knew where it was• Visitors had vivid & specific ...
Redesign Focus• Engage visitors in ongoing participation in  BNCL by maximizing ongoing contact with  physical and virtual...
Redesign Focus• Communicate a clear,  unified player journey• Increase awareness and  participation in the  online experie...
What did we learn?•   Visitors are motivated by points.•   Visitors need lots of feedback.•   RFID adds complexity and cos...
Tamara Schwarztbschwarz@gmail.comTwitter: @tbschwarz
I'd Play That! Gameplay in Interactive Exhibits
I'd Play That! Gameplay in Interactive Exhibits
I'd Play That! Gameplay in Interactive Exhibits
I'd Play That! Gameplay in Interactive Exhibits
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I'd Play That! Gameplay in Interactive Exhibits

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Presented at the California Association of Museums conference, February 2013

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I'd Play That! Gameplay in Interactive Exhibits

  1. 1. I’d Play That!Gameplay in Interactive Exhibits California Association of Museums February 21, 2013
  2. 2. A hands-on exhibit, an online game,a Climate Agent Mission
  3. 3. Nuts & Bolts• Visitors get a Climate Agent Access Card• 8 locations in the exhibition to earn points• Get into costume, choose an avatar• Online/mobile game
  4. 4. Why• Engage visitors in ongoing participation• Personalize the experience• Embed gameplay• Gather data
  5. 5. A hands-on exhibit, an online game,a Climate Agent Mission
  6. 6. Challenges• New territory• Choosing a technology• Integrating with physical & digital interactive devices• Collaborating with large team, defining responsibility boundaries
  7. 7. Evaluation FindingsVisitors’ Overall Impressions:• qualitative description (cool, fun, entertaining, interactive, attractive, etc.)• 86% said they’d visit again
  8. 8. Evaluation FindingsVisitors’ Response to Gameplay:• 84% tried to earn points• 92% motivated by points – Fun – Awards for doing more – Competition – Kept more involved – Doing well
  9. 9. Evaluation FindingsMain Messages• 79% perceived main message relating to individual contribution/action• Energy Use, Transportation are strong content themes
  10. 10. Evaluation Findings2-3 Months Later…• 60% saved their Climate Agent ID, knew where it was• Visitors had vivid & specific memories• Visitors recalled specific conservation activities they could use at home
  11. 11. Redesign Focus• Engage visitors in ongoing participation in BNCL by maximizing ongoing contact with physical and virtual visitors…• …Resulting in increased repeat visits and new visitorship to Chabot Space & Science Center
  12. 12. Redesign Focus• Communicate a clear, unified player journey• Increase awareness and participation in the online experience• Reward & recognize repeat visitors
  13. 13. What did we learn?• Visitors are motivated by points.• Visitors need lots of feedback.• RFID adds complexity and cost.• Museum visitors are like bees, not boxes.• Turning a one-time/occasional visitor into an enduring relationship isn’t easy.
  14. 14. Tamara Schwarztbschwarz@gmail.comTwitter: @tbschwarz

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