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Why?
                   Why
is
where
the
impact
is...




Brian
Reich
   brian@littlemmedia.com   www,thinkingaboutmedia.com   twitter.com/brianreich
Ask
yourself

       why(?)
What
we
are
doing
isn’t
working

anymore.
Technology
and
the
Internet,
and

their
role
in
our
lives,
has
changed

how
we
communicate,
get
and

share
information,
the
media
we

consume,
and
the
reasons
we

engage
with
each
other
‐
online

and
ofFline.
The
effects
of
these

changes
are
being
felt
by
all
of

us,
every
day,
all
the
time.

Information
moves
faster.
People

are
more
closely
connected.
Our

expectations
are
higher.

We
have

different
options
and
better

choices.

We
are
one
global

community.

And
our
connections

to
the
issues
and
events
that
shape

our
world
are
being
transformed
‐

rapidly
and
constantly.

How
organizations
operate,

organize,
and
communicate
must

be
re­imagined.

The
passion
and

interest
of
individuals
must
be
re­
focused
and
re­directed.

The

ways
that
we
measure
success

must
be
re­assessed.

The
ways
we

promote
big
ideas
and
create
better

solutions
must
be
re­envisioned.
And
that

includes

games...
Why do we
        need to
       RE-THINK
        games?
We cannot think about games in isolation. The shifts that are occurring in every other
aspect of our society, and our lives, impact how games are created and consumed.
Everything is changing.
Why do we
        need better
        AUDIENCE
        PROFILES?
Because demographics are not enough. We need to understand the audience for our
games in terms of their psychographic profiles, technographic capabilities, and
behavioral activities.
Why do we
   need to know
   how PEOPLE
      LIVE?
Because for games to have an impact we have to do more than just get people to play --
we have to make the connection between the game experience and some shift in
behavior. And those changes happen in the context of people’s lives.
Why do we
    need to care
   about OTHER
      GAMES?
Because the experience and expectations that users develop playing Farmville, Pac-Man,
and everything else shape their experience and expectations of every other online
experience, and especially any other game they play.
Why do we
 need to utilize
   ALL THE
 PLATFORMS?
Because users seamlessly move between several different pieces of technology every day.
People aren’t looking for computer games or mobile games - they are looking for timely,
relevant, compelling experiences that they can play whenever and wherever they choose.
Why do we
     need to work
     with OTHER
      PEOPLE?
Because everyone is facing a similar challenge. And because other sectors (car designers,
clothing manufacturers, soda sales people, government economists) understand different
things about the target audience -- and how to engage, educate, and mobilize people --
that we can learn from.
Why do we
need new (and
  different)
  MODELS?
Because serious games (and other games that influence behavior and drive change)
compete with other games, and other media -- they need to generate revenue in order to
sustain and reach their goals. The existing models for monetizing game play are not
enough.
Why do we
 need to LOOK
  FORWARD,
  NOT BACK?
We spend too much time creating and analyzing case studies. Case studies represent a
specific snapshot in time. They have limited value. It is not important to know that
someone was able to create a successful game -- to engage and mobilize an audience. It
is important to understand how to apply the lessons to different contexts and times.
Why do we
           need to
          REDEFINE
          SUCCESS?
Because each challenge is unique and we don’t fully understand what success really
means. For certain, we know that success is not the same for every issue or project.
Why...?

Games continue to be one of the most exciting, most influential tools/mediums available.
But the games we have seen, the games we are working on, and even the games we are
just now beginning to think about aren’t getting the job done. Nobody has figured
everything out. We have to keep asking the questions, and keep adapting and updating
our approach, to see real change occur.
Technology
and
the
internet
can

help
drive
change
in
the
world.

We
can
solve
real
problems,

address
complex
issues
and

engage
audiences
in
powerful

ways.

Games
are
a
big
part
of

this.

But
not
enough
is
getting

done.
Ask
yourself

why(?)
Why?
                   Why
is
where
the
impact
is...




Brian
Reich
   brian@littlemmedia.com   www,thinkingaboutmedia.com   twitter.com/brianreich

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