The opium of the masses: Evaluating ‘High Tea’
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Through evaluation of a risky but highly successful casual web game, the Wellcome Trust discovered more than they expected about new audiences and how people play games, as well as reaching towards best practice in evaluation itself. Session: Evaluation and measuring engagement case studies
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The opium of the masses: Evaluating ‘High Tea’
- 1. High Tea: The evaluation
- 4. Summative Games Evaluation Testing: •Did we achieve our aims? •To reach a new audience •To engage them meaningfully with the subject matter •To do so with a game which was high quality and satisfying to play
- 5. Summative Games Evaluation Method • Analytics • Survey • Interviews and Focus Groups • Community commentary
- 6. Summative Games Evaluation Analytics – Google Analytics
- 7. Summative Games Evaluation Analytics – Google Analytics
- 8. Summative Games Evaluation Analytics – other tools: Google Trends
- 9. Summative Games Evaluation Analytics – other tools: stats.grok.se
- 10. Summative Games Evaluation Analytics – key findings •Number of plays has passed 3.2 million, far exceeding target of 100k in month one and 50k thereafter •Average dwell time just under 15 min •Most popular countries 26% USA, 6%UK, 5.5% Brazil… •Only about 3% visits to our hosted version, rest syndicated •Around 30k referrals from game to WC site •Social media drove tiny fraction of traffic to the game
- 12. Summative Games Evaluation Survey – key findings •Gameplay highly rated (over 91% very or fairly good) • Around 2/3rds already aware of Opium Wars or trade • But over 50% either quite or very likely to look for more information after playing • Nearly 60% retained the same opinion about the British empire, but nearly 28% felt more negatively, and nearly 10% felt more positively • Comments mostly positive, pleased to be learning and having fun, small number thought it was tasteless.
- 14. Summative Games Evaluation Interviews – key findings •Players intrigued by subject matter but also high rating and front page positioning on game portals • Positive feedback on game, could have included even more information about history etc • All but one who was very familiar with the history felt they had learnt something. • Several went on to check Wikipedia page or other sources, including reading a book about China • Several had thought about the ethics whilst playing • Were pleasantly surprised to see us doing this, wanted to see us do more games
- 15. Summative Games Evaluation Community commentary
- 16. Summative Games Evaluation Community commentary – key findings • Game portal comments, numerous and often thoughtful •“How come I only understood what I’d seen in a museum after playing this game?” • 18 blog reviews, many discussing history, some economics, not all English language. Also generated comments and debate on those blogs •Threads on Reddit and Metafilter, on history, ethics and economics • Video reviews and walkthroughs on YouTube, also hack video • Discussed in depth on Popmatter’s Moving Pixels podcast • Response from conferences and other similar institutions has been positive and interested
- 17. Summative Games Evaluation How does all this help us? • Informs future game design and distribution • External dissemination and discussion • Internal awareness and buy-in • Validation of the project • Surprising, rewarding and fascinating
- 18. Summative Games Evaluation Share • http://museumgames.pbworks.com • @marthasadie • marthasadie.wordpress.com •www.wellcomecollection.org/explore/play.aspx
Hinweis der Redaktion
- To test: did we achieve our aims? Reach a new audience – distribution strategy Engage them meaningfully with the subject matter Do so with a game which was high quality and satisfying to play
- Number of plays has passed 3.2 million, far exceeding target of 100k in month one and 50k thereafter Average dwell time just under 15 min Most popular countries 26% USA, 6% UK, 5.5% Brazil… Only about 3% visits to our hosted version, rest syndicated Around 30k referrals from game to WC site Social media drove tiny fraction of traffic to the game – can be more targeted next time
- Distribution strategy
- Google trends http://stats.grok.se/
- Google trends http://stats.grok.se/
- 1100 responses. Confirm it/ Survey Monkey Questions about gameplay and demographics, but also learnings and feelings. But over 50% either quite or very likely to look for more information after playing Nearly 60% retained the same opinion about the British empire, but nearly 28% felt more negatively, and nearly 10% felt more positively Comments mostly positive, pleased to be learning and having fun, small number thought it was tasteless
- Players intrigued by subject matter but also high rating and front page positioning on game portals Positive feedback on game, could have included even more information about history etc All but one who was very familiar with the history felt they had learnt something. Several went on to check Wikipedia page or other sources, including reading a book about China Several had thought about the ethics whilst playing Were pleasantly surprised to see us doing this, wanted to see us do more gamsPlayers intrigued by subject matter but also high rating and front page positioning on game portals Positive feedback on game, could have included even more information about history etc All but one who was very familiar with the history felt they had learnt something. Several went on to check Wikipedia page or other sources, including reading a book about China Several had thought about the ethics whilst playing Were pleasantly surprised to see us doing this, wanted to see us do more gams
- Game portal comments, numerous and often thoughtful “ How come I only understood what I’d seen in a museum after playing this game?” 18 blog reviews, many discussing history, some economics, not all English language. Also generated comments and debate on those blogs Threads on Reddit and Metafilter, on history, ethics and economics Video reviews and walkthroughs on YouTube, also hack video Discussed in depth on Popmatter’s Moving Pixels podcast Response from conferences and other similar institutions has been positive and interested