Innovation Games Online System Guide

1. www.conteneo.co
Innovation Games® Online
System Guide
© Copyright 2014 Conteneo, Inc. 1

2. www.conteneo.co
System Guide
• Game Engines, Game Definitions and
Results
• Key system concepts
• Projects and the Project Organizer
• Game definitions, game plays, and game results
• Let’s Play a Game!
• Game process overview
• Instructions for Buy a Feature
• Instructions for Prune the Product Tree
• Getting more information

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Visual
Collaboration
Buy a
Feature
Game Engines
PrunetheProductTree
SpeedBoat
SpeedBoat
Games
Or
Game
Definitions
Game Results
Game engines embody the rules and
interaction models of a specific kind of
game.
You will create unique games within the
game engines by supplying content and
configuring the game. We often call these a
game definition.
Each played game produces a unique
result for analysis.
IGO Conceptual Model

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Good
Really Good
Somewhat Bad
Bad
Really Bad
Each team started with the same game. Each team produced a unique result.
Every Game Play Produces A Unique Result
This is a game definition
for ONE kind of Speed Boat
Game.
The game definition was
played FOUR times to
produce four unique results.

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Innovation Games® Online
Key System Concepts
Just a few things you need to know about
how our system is organized.
We’ll keep this as brief as possible.

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The project organizer is the main “home screen” of the system. You will see this
after you login. The project organizer allows you to organize your games into
projects (that look like folders).
The two top-level folders manage
public and private games.
Anyone can see a public game.
This project folder contains two games:
$ CoffeeCo – a Buy a Feature Game
 Ideas for Coffee Makers – a Prune the
Product Tree Game
Projects and the Project Organizer

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Game definitions are what you’ll play. When played you get a game result.
This area presents an
overview of the game
definition.
All of your Parties and Galas--ways you can play
your game--are listed here.
We’ll explain Parties and Galas a bit later.
We’ve selected
the CoffeeCo
game.
Game Definitions and Game Results

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Import a
Game
Definition
Add a
New
Game
Delete a
game
Edit a
game
Clone a
game
Plan a
Party
Plan a
Gala
View
Results
Export
Results to
Excel
What You Can Do With Games

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Let’s Play a Game
Ideas into Action®

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Product Manager for CoffeeCo
• You’re a product manager for CoffeeCo and
you want to prioritize some potential new
features for a new Coffee maker, the infamous
model T-800, with your customers.
• You have a rough estimate of how much each
potential feature will cost. These estimates are
based on “shirt sizes” – Small, Medium, Large
and were provided by your lead engineer.

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Create a New Project
Click on the Add Project Button.
Type in the name of your project.
We’ll call ours the “Model T-800 Games”.

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Create a Game Definition
Click on the Add Game Button.
Select “Buy a Feature” and
click “Create”.

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Entering Details
Type in the name and
description of your game.
Specify who can see the
results. We’ll keep these
results private.
Specify your
currency symbol
and where it is
placed.
Type in your
Features. Select
“Add Row” to add
more items.
You can specify a price directly or
allow the system to randomly pick a
price based on a shirt size.
We’ll use shirt sizes. Select a
size from the drop down menu
to generate a price
1
2
4
5
3

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Import a Game Definition with Excel
You can also create a Buy a Feature game using Excel. Create an Excel file or
download our template and fill out your items. After creating your file, follow the
directions on the next page.
Here is an example of a set of items:
A name is the only required piece of information for an item. If both a size and a price are
specified, the price will be used. Files can be xls or xlsx extensions.

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Import a Game Definition with Excel
Click on the Import Game Button.
Your game will be selected in the
project organizer
3
1
Click choose file and navigate
to your game file.
2

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Let’s Play Our Game
Now that we’ve created our game we need to play it! Let’s say we’ve defined a segment of very
heavy coffee drinkers – our “Continual Coffee” drinkers. Let’s find out what they think are our best
features.
Click on the Party button. We’ll be defining a party.

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Creating a Party: Define Date & Time
Give the party a name and specify the date & time of the party.
The lobby is the place where players gather before the game starts. You will typically want the lobby
open a few minutes before the game so that players who join a few minutes early have a place to
gather.
Use this area to specify who will facilitate your game

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Creating a Party: The Guest List
The guest list are the names and email addresses of the players that you will be inviting to your party. The
system will automatically send out emails to all of your players using a template you’ll specify.
We recommend distributing 40%
of the total budget evenly among
all players.

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Creating a Party: The Guest List
If you would just like to use a list of
email addresses instead, click on
this tab, and enter the emails,
separated by commas.

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Creating a Party: Inviting Players
The last step is editing the email that the system will send to each player.
Words bracketed within “%” signs are replaced with specific values.
For example, %name% is replaced with the name of the player from the guest list.
Take time to write a good invitation
letter. Make sure you include all of
the facts.
The next slide contains a description
of the tags you can use in your letter.

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Default Buy a Feature Email Invitation
Dear %name%,
%plannername% has invited you to play the Innovation Game® %gametype% to better understand what you're
looking for in future products and services.
To play the game, click on the link below. This link will open a web site that will present you with a list of features.
Each feature costs a certain amount of money. You will be given some money to spend on the features that you
want to purchase. Since you probably won't have enough money to purchase everything you want, we encourage
you to collaborate with other players to purchase features that you can't afford.
Here are the details of the game.
Game: %partyname%
Date: %date%
Time: %time% %timezone%
Click on this link to play the game: %playlink%
You have been registered for this game with the following e-mail address: %email%.
Please use this e-mail address when you join the game.
Sincerely,
%plannername%

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Invitation email tags
Tag Replaced By
%name% The name of the player from the guest list.
%plannername% Your name.
%gametype% The type of game you’re playing –
either Prune the Product Tree or Buy a Feature.
%partyname% The name of your party.
%date%, %time%,
%timezone%
The date, time, and time zone you specified in the first step of
the party.
%playlink% The URL that the system will automatically generate and send
to your players. ** REQUIRED **
%email% The email address the player must use when joining the lobby.
This is the email you entered into the guest list. We strongly
recommend including this because players often forward
emails between email accounts.

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Your Party is Ready!
You can see the Status is planned

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Chat area
Here is the guest list for the lobby. We
start with 8 slots – in this case the game
had 4 people on the guest list and room
for four more.
Players in light gray have not yet arrived.
As players arrive they are announced and
the font is dark.
You remove players or slots by clicking in
the “x”. You can add slots too!
This is the chat facility. You can send chats to everyone or
whisper to a specific person.
Not implemented yet!
If the guest list is closed
then people who are NOT
on the guest list go here.
If there is NO ROOM for
an additional player they
are placed here.
You need to move people
here when ready.
Playing Your Game – The Lobby
Controls to:
- start the game
- lock (close) the lobby
- cancel the game
Any text you put there is
shared with the players in
their lobby.

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Players and empty slots are listed here. If you
delete an empty slot or a player the remaining
money of that player or slot is automatically
distributed to the remaining slots. These keeps
the total purchasing power constant.
Player bids. Only one player is in this
game. Your game should have 5 to 8
players.
Notice that items can have a “zero cost”
and that an item can be “overbid”.
Playing the Game

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Analyzing Game Results
• Download the results in Excel.
• Who said what?
• Who bought/put money down for what?
• Are there any patterns that have emerged?
• Are there any “Outliers” or “Surprises” that
emerged?
• Summarize the game result and use it to
shape your product/service!

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Innovation Game®:
Prune the Product Tree
Goal:
Develop ideas for new
products and services.
• Draw a graphic image of a tree to represent
growth of the product/service.
• Add your current project portfolio / product
roadmap as leaves and apples.
• 5 to 8 invited stakeholders are asked to
shape the “growth” of your offering.
• Captures very rich information about
perceptions of the future, timing of new
concepts, and balance among delivered
offerings
In-person
• Provides rich opportunity for “new” ideas
Online
• Captures data for sophisticated analysis of
preferences

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Prune the Product Tree -- Preparing
Planners define layers and regions so that
they will know where players are placing
their ideas.
Planners choose images to
represent growth.
Planners select the kind & number of
items that can be placed on the image
during the game.

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Place Initial Items
Any existing ideas or roadmap items are
placed on the tree.

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Playing the Game!
Players collaborate in real-time to
place features/benefits (leaves/apples)
on the tree.
An integrated chat facility
enables you to understand
player motivations.
Players label and
describe their
ideas
All information is recorded and
available for analysis

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Create Interpretations from the Results of Multiple Games
Game 1
Results
Game 2
Results
Interpretation
Game results are merged into a
new game – which you can edit
and shape, further process, or
play with additional players.

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For More Help
If you need more help on with anything in our system,
follow these directions:
Click on this drop
down menu
Select the topic you
would like to know more
about

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Our Core Team
© Copyright 2014 Conteneo, Inc. 33
• Luke Hohmann, CEO & Founder
• CEO & Founder, Enthiosys
• VP Engineering, Aurigin Systems
• 1982 US National Junior Pairs
Figure Skating Champion
• Laura Richardson, VP Sales
• Managing Partner, Uptime
• Dir. Business Dev., E-Color
• Little League Ump & Tough
Mudder Competitor
• Dan O’Leary, CTO
• VP Engineering, Callidus Software
• Staff Engineer, Sun Microsystems
• Fender Stratocaster Devotee
• Tami Carter, VP Marketing
• GM Tech Web/SD Events
• Managing Editor, UBM
• Poet, Lifeguard & Coal Miner’s
Daughter
• Sue Cook, VP Prof. Services
• Owner, Spearfish Innovation
• VP Global Operations, HP
• Co-Founder Mont Blanc Ladies
Literary Guild and Trekking Society
Advisors & Investors:
• Verne Harnish, Founder & CEO, Gazelles
• Paul Gemeraad, President of Intellectual Assets, Inc.
• Chris Matts, Financial Systems Consultant
• Harry Max, Vice President of Experience Design for Rackspace

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The Book That Started It All
© Copyright 2014 Conteneo, Inc. 34
Collaborative Play
Is the Better Way

35. www.conteneo.co © Copyright 2014 Conteneo, Inc. 35
Luke Hohmann
Founder & CEO, Conteneo, Inc.
480 San Antonio Road, Suite 202
Mountain View, CA 94040
mobile: (408) 529-0319
luke.hohmann@conteneo.co