DIGITAL GAME USERS AS A         PARTICIPATORY PART OF NEW             MEDIA MARKETINGZdeněk Záhorazdenek.zahora@gamestudie...
MU Game Studies, o.s.   Non Government Organization   Academic conferences – CONference 2013   Consulting for students ...
STORYLINE users, digital games and participation digital games marketing the player as an ideal videogame advocate typ...
AXIOM    THE BEST MARKETING TOOL        IS USER REFERENCE        SIMPLY HAPPY CUSTOMER
DIGITAL GAMES AAA x indie game               promo Tomb Raider x ARMA 3 (alpha)   promo Torchlight 2 x Hotline Miami   ...
DIGITAL GAME USER   Participatory   Lawrence Lessig   Active          Henry Jenkins   Creative        Nicolas Bourriaud...
AXIOM  DIGITAL GAME USER IS AN IMPORTANTFORCE WHICH INFLUENCE MARKETING AND  SALE RESULTS OF A PARTICULAR GAME.
PERSONAL REFERENCE                 Digital Game User     Reference        Performance        Creativity •   IN A PUB     •...
AAR, LP, STREAMING, SPEEDRUN
HOW TO STIMULATE PARTICIPATION?                     ANY MEDIUM   STRONG MOTIVE (symbol, story)   TOOLS FOR USER (ways to...
HOW TO STIMULATE PARTICIPATION?                DIGITAL GAMES MOTIVE        =>    user story TOOLS         =>    customiz...
AXIOM     PARTICIPATORY COMMUNITY                 =    GREAT MARKETING POTENTIAL
PARTICIPATORY CULTURE   Creative   Collective intelligence   Viral   Cheap
CREATIONS   Dota           Dwarf fortress   DayZ           Stuns !?   Skyrim         Minecraft   Half-life      GT...
GAME DESIGN open (non-linear) x closed (controlled)  game experience emergent story situation x linear story open platf...
GAME MECHANICS                     PARTICIPATION own gameplay rhythm      (Dead Rising 2, Minecraft) Customization, cha...
SIMILARITIES   flexible game walkthrough   emergent stories   game as a self expression tool   open platform   strong...
SUMUP    PLATFORMMOTIVE   PARTICIPATION   APPROVAL           TOOLS
SUMUP            PAID                  STIMULATED          MARKETING               MARKETINGDIGITAL                      C...
DRAMATIC CHANGES   STREAMING   VIDEO PRODUCTION   CONSUMING   DIGITAL DISTRIBUTION   FUNDING
IS IT USEFUL - USER•   enhanced experience•   more information•   diversification of content•   means of expression•   glo...
IS IT USEFUL - ACADEMIC•   sociological themes, distinctive groups•   usage of a new media•   participatory marketing•   t...
IS IT USEFUL - DEVELOPER•   community management•   participatory principles•   a priori design choices•   ad hoc communit...
ALL IN ONE SENTENCEConsumption of digital games is a liquidchanging structure which can be used to achieve artistic, commu...
THANK YOU VERY MUCH  DANKE VÁM VERY FLIES   CHVALA SIE VERY MYIA PREIS CIFFRE VERY HODNĚSHAME CIPHER VERY PLENTY          ...
www.gamestudies.cz
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DIGITAL GAME USERS AS A PARTICIPATORY PART OF NEW MEDIA MARKETING

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Presented at @GameExpo 2013 (SK) 15.3.2013

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DIGITAL GAME USERS AS A PARTICIPATORY PART OF NEW MEDIA MARKETING

  1. 1. DIGITAL GAME USERS AS A PARTICIPATORY PART OF NEW MEDIA MARKETINGZdeněk Záhorazdenek.zahora@gamestudies.czMU Game Studies, o.s. (NGO)Czech Republic
  2. 2. MU Game Studies, o.s. Non Government Organization Academic conferences – CONference 2013 Consulting for students (diploma theses) First academic website about digital games studies in the Czech Republic www.gamestudies.cz
  3. 3. STORYLINE users, digital games and participation digital games marketing the player as an ideal videogame advocate types of references, how gamers sells their favorite games to others what are the similarities of games which gamers „like to sell„ dramatic change in relationship of users, games and developers The results of a presentation for gamer/academic/developer
  4. 4. AXIOM THE BEST MARKETING TOOL IS USER REFERENCE SIMPLY HAPPY CUSTOMER
  5. 5. DIGITAL GAMES AAA x indie game promo Tomb Raider x ARMA 3 (alpha) promo Torchlight 2 x Hotline Miami position Dwarf Fortress x FTL funding
  6. 6. DIGITAL GAME USER Participatory Lawrence Lessig Active Henry Jenkins Creative Nicolas Bourriaud Subcultural Matt Hills
  7. 7. AXIOM DIGITAL GAME USER IS AN IMPORTANTFORCE WHICH INFLUENCE MARKETING AND SALE RESULTS OF A PARTICULAR GAME.
  8. 8. PERSONAL REFERENCE Digital Game User Reference Performance Creativity • IN A PUB • AAR • FAN ART • ON FORUMS • LP • FICTION • VIDEO • ESPORT • MODS • REVIEW • STREAMING • SPEEDRUN
  9. 9. AAR, LP, STREAMING, SPEEDRUN
  10. 10. HOW TO STIMULATE PARTICIPATION? ANY MEDIUM STRONG MOTIVE (symbol, story) TOOLS FOR USER (ways to create, collect information) PLATFORM FOR DISTRIBUTION (share, circulate, evaluate) ENDORSE FROM THE CREATOR (no restraints)
  11. 11. HOW TO STIMULATE PARTICIPATION? DIGITAL GAMES MOTIVE => user story TOOLS => customization, editor, mods PLATFORM => subculture, social media, community, hall of fame ENDORSEMENT => contests, official approval, devs involvement
  12. 12. AXIOM PARTICIPATORY COMMUNITY = GREAT MARKETING POTENTIAL
  13. 13. PARTICIPATORY CULTURE Creative Collective intelligence Viral Cheap
  14. 14. CREATIONS Dota  Dwarf fortress DayZ  Stuns !? Skyrim  Minecraft Half-life  GTA Terraria  Legend of Grimrock
  15. 15. GAME DESIGN open (non-linear) x closed (controlled) game experience emergent story situation x linear story open platform x no modding game as a tool x game as an art piece
  16. 16. GAME MECHANICS PARTICIPATION own gameplay rhythm  (Dead Rising 2, Minecraft) Customization, characterization  (Saints Row The Third, Sims3) unique walkthrough  (Dwarf Fortress, Skyrim, Fallout 3) emergence  (UFO, Dwarf Fortress, Terraria, Arma) Means of expression  (Minecraft, Garry’s mode)
  17. 17. SIMILARITIES flexible game walkthrough emergent stories game as a self expression tool open platform strong story motive, symbol
  18. 18. SUMUP PLATFORMMOTIVE PARTICIPATION APPROVAL TOOLS
  19. 19. SUMUP PAID STIMULATED MARKETING MARKETINGDIGITAL CUSTOMERS BUYERSGAME
  20. 20. DRAMATIC CHANGES STREAMING VIDEO PRODUCTION CONSUMING DIGITAL DISTRIBUTION FUNDING
  21. 21. IS IT USEFUL - USER• enhanced experience• more information• diversification of content• means of expression• global creative communities
  22. 22. IS IT USEFUL - ACADEMIC• sociological themes, distinctive groups• usage of a new media• participatory marketing• text, paratext, design and game mechanics• digital game as a tool
  23. 23. IS IT USEFUL - DEVELOPER• community management• participatory principles• a priori design choices• ad hoc community endorsements• participatory marketing
  24. 24. ALL IN ONE SENTENCEConsumption of digital games is a liquidchanging structure which can be used to achieve artistic, community, business and educational goals through player participation.
  25. 25. THANK YOU VERY MUCH DANKE VÁM VERY FLIES CHVALA SIE VERY MYIA PREIS CIFFRE VERY HODNĚSHAME CIPHER VERY PLENTY Zdeněk Záhora MU Game Studies, o.s.
  26. 26. www.gamestudies.cz

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