Weitere ähnliche Inhalte Ähnlich wie The Right Game For Your Need, presentation from the Serious Play 2014 conference (20) Kürzlich hochgeladen (20) The Right Game For Your Need, presentation from the Serious Play 2014 conference1. © 2014 Cutter Consortium
The Right Game
For Your Need
Tom Grant, Ph.D.
Cutter Consortium
GameChange LLC
July 23, 2014
2. © 2014 Cutter Consortium 2
We have stacks
and stacks of
serious games
success stories.
Now we need to
start building on
that success.
We need
guidelines for
developing the
right game.
3. © 2014 Cutter Consortium 3
GameChange LLC
See serious
games from a
broad
perspective
Serious Games
At Work
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My goal:
4
Make serious games
a raging success
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Success stories make it easy to explain games
5
How does it
work?
What benefits
does it provide?
How likely is it
to work for me?
http://www.seriousgamesatwork.org
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We have a wide gamut of great success stories
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Success ranges across several dimensions
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But a wealth of choices can lead to confusion
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Are you talking about
gamification? I don’t
need badges and high
scores to do my job.
Do you mean something
like Mavis Beacon
Teaches Typing?
We did wargame
exercises in the military. Is
it something like that?
Our HR department made us do
a stupid role-playing exercise.
Please tell me that’s not what
you’re talking about.
9. © 2014 Cutter Consortium 9
Marketing game
developed to mark Cisco’s
25th birthday as a
networking vendor
CISCO
MYPLANNET
Downloadable “city-
builder” game
More downloads than
any marketing collateral
Ongoing engagement
with player community
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Game types fit some use cases, not others
$100
$200
$300
$100
$200
$300
$100
$200
$300
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Not everyone invests in the same things
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Art?
Usage data?
Mods?
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Not every playful
exercise, in a
serious setting,
has been a raging
success.
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How do we accelerate this conversation?
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Here’s the
challenge we
face. Here’s the
serious game
we need.
Let’s make this a
regular part of
how we work.
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We always have to start with the
most fundamental question…
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What
happens
before the
game?
What kind
of game
should we
play?
What
happens
after the
game?
The usual
first
question
The question
that
defines success
The
question
that enables
success
PREPARE PLAY DE-BRIEF
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Show as many
customers as
possible what
distinguishes
Cisco
Build a
downloadable
video game
Generate
demand,
collect data on
usage, expand
as needed
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We can’t cover everything in a single talk
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In this single
presentation, we
can’t answer all
the questions
raised.
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The importance
of game
development
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The de-brief is critical for serious games
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Examples of what the de-brief might include
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Student
“Aha!”
moments
Player
evaluation
of the game
experience
Better
project
prioritization
Greater
conversation
across
political
divides
Breakthrough
moments in
family therapy
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What happens
before the game?
What kind
of game
should we
play?
What happens
after the game?
Iteration
Investment
Medium
Experience
Outcomes
Artifacts
PREPARE PLAY DEBRIEF
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Every designer needs a good developer
24
Peter Adkinson &
Richard Garfield Mark Herman &
Richard Berg
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PREPARE PLAY DEBRIEF
DESIGN
DEVELOPMENT
Suggest other
approaches
Craft initial
design
Create game
experience
Ensure proper
investment
Iterate on
design
Assess game
experience
Ensure adoption
of game or its
outcomes
Means
Ends
Adjust investment,
de-brief activities
Capture lessons
learned for future
designs
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TWO VERY
DIFFERENT
SPECIES
OF GAMES
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Design
for
CAUSE
Design
for
EFFECT
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As an organization,
we are not in
alignment
Hard to understand
what customers
really want
Games disrupt normal
rules of interaction,
leading to better outcome,
often unforeseen.
Deadlocked on
making hard
budget choices
Can’t guess how
adversaries will
respond to military
actions
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OUTCOME
OUTCOME
OUTCOME
Process-oriented games
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Discovery tools
Idea generation
Customer insights
Simulations
Strategy testing
Historical research
Decision-making aids
Wide Delphi approach
Alignment
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Games lead players more
effectively to particular
(and often measurable)
outcomes
We want a
higher rate of
success in
training We want to catch
translation bugs in
half the normal time
We want people
to pressure elected
officials about a
humanitarian
crisis We want to
double the
number of
marketing leads
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Outcome-oriented games
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Educational games
Advocacy games
Marketing games
Gamification
Demonstrated proficiency
Time spent on studies
Brand awareness
Marketing leads
Political outlook
Political pressure
Greater productivity
Marketing leads
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PREPARE PLAY DE-BRIEF
Did people
reach the game
outcomes we
wanted? If not, how do
we need to
change the
game?
Did we disrupt
the rules enough
to get better
outcomes?
Are people
respecting the
results?
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Afghanistan
peace conference
role-playing
Test negotiation approaches
Anticipate policy positions
Generate new strategies
Afghanistan
peace conference
role-playing
Test students’ understanding
of Middle East politics
Sharpen negotiation skills
SAME
MECHANICS
SAME
TOPIC
DIFFERENT
DEVELOPMENT
PATH
Thanks to Rex Brynen, McGill University
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THE NEED
FOR A LEAN
APPROACH
TO
INVESTMENT
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Embrace Lean game development
Too little investment
starves the game of
oxygen.
Too much
investment buries
the game in waste.
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We need feedback
loops throughout the
history of the game.
Depending on the
purpose of the
game, we’ll collect
different feedback.
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Should we
do a game?
What type of
game do we
need?
Do we need to
change our
investments?
Are we
creating the
right
experience?
Is the
experience
producing the
desired
results?
What
investments do
we need?
Are people
embracing the
results?
DESIGNDEVELOPMENT
Feedback: early and often
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Free copy of the
Cutter IT Journal:
“Serious Games
As Tools For
Innovation”
http://www.cutter.com/offers/seriousgames.html
40. © 2014 Cutter Consortium
Thank You!
Tom Grant
tgrant@cutter.com
@TomGrantPhD
40
Seriousgamesatwork.org
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