5. Development Questions
• What are you creating?
‣ core concept / theme /
premise
‣ ideal way to
communicate
‣ look & feel
‣ target audience
‣ motivation and rewards
6. television games
film
telephone
web
merchandise
ARGs social media live events
mobile apps
The Operative Idea
7. A few tips
• What is the story you want
to tell?
• Who is the audience for
your story?
• Explore multiple POVs
• Invite participation and let
go of control
• Remember, it’s all about
story
8. Using Game Mechanics to
Incentivize Participation
Lab
Anita Ondine
Toronto, Canada
January 19, 2012
9. Agenda
• Engagement
• Audience Reach
• The Fun Quotient
• The Engagement Funnel
• Definable & Undefinable Value
• Player Types
10. Story Game Mechanics
Core Concept
Media Architecture Experience
The Sandbox Approach Game Mechanics
11. Player Cause
Audience Story
Human CONNECTION Experience
Customer Thing
Being
Participant Viewer Product Service
Engagement Definition
12. Recency
Reach
Consistency
Unique Viewers Frequency
METRICS Duration
Page Views
Hits Virality
Ratings
‘simple’
‘sophisticated’
Engagement How do we measure it?
13.
14.
15. End of Season 4 Start of Season 5
Network website
SHOW SHOW
.
16. The Fun Quotient
✓ Winning
✓ Laughing
✓ Feeling Lucky/Unlucky
✓ Solving a Mystery
✓ Shooting people
✓ Feeling stress
✓ Banal
17. Evangelists
Engaged
Casual
Business Strategy Participation pyramid
18. Casual
Incremental
Engaged choices in your
favor
Evangelists
Business Strategy The Engagement Funnel
19. BOGO
Buy 10-
get-1-free
Definable Value Win a prize
Virtual Random
currencies Rewards
Undefinable Value
Unknown
Unknown prize
Frequency
Business Development Loyalty
20. Geolocational
Social Connections
Awareness
Incentives
Celebrity Access Social Status
Red Herrings Solve a Mystery
Rewards
Win a prize Power
Leader boards
Business Development Game Mechanics
21. WHO ARE YOU?
Achiever
Killer
Human
Being
Socializer Explorer
Business Development Player Types
22. WHO ARE YOU?
Achiever 40%
Killer 20%
Human
Being
Socializer 80% Explorer 50%
Richard Bartle
Business Development Player Types
24. What we’ll cover
- Design considerations
- Readily available technologies:
• Geo-location
• Projection
• QR Codes
• Augmented Reality
• Short Range Communications
• Data Visualization
25. User Experience Design
“The really great
experiences are deeply
rooted with insights into
motivations, desires,
emotions, cultural & social
patterns, beliefs and other
deeper considerations.”
Stephen Anderson
26. User Experience Design
Principles of good user experience
design:
- It’s all about the USER
- Keep it SIMPLE
- Provide CONSISTENCY
- Know your AUDIENCE
- Provide a VISUAL HIERARCHY
- Be HONEST
- Incorporated USER feedback
- Meets the requirements in the
BRIEF...
- WOW
28. With thanks to Vibeke Hansen
Experience Design Know Your Audience
29. With thanks to Vibeke Hansen
Experience Design Device & Context
30. Geo-location
Use location-aware devices as part
of game play and story delivery
using these popular platforms:
•www.foursquare.com
• www.SCVNGR.com
• www.Gowalla.com
• www.gpsmission.com
• Simplegeo (backend)
photo by: anita ondine
31. Projection
• Mobile projectors (tell stories
anywhere and everywhere):
> http://www.projectorcentral.com/
• Interactive projectors (facilitates
participation, Ikea example shown):
> http://www.displax.com/en/products/
moovit.html
• Light grafitti (Rotterdam example):
> http://bit.ly/bS7WWM
• Microsoft Surface (interactive
surface):
> http://www.microsoft.com/surface/
Inter Ikea interactive display
33. Professional Large
Back page
DIY Small
Front page
Unlock hidden stories Using QR codes
34. Augmented Reality
Add information and story to your view
of real life locations:
• www.layar.com (based in Amsterdam)
• www.worksnug.com
• www.junaio.com
•
35. Short Range Comms
• RFID tags: Radio frequency
identification, easily embedded in or
stuck to phyical objects like books,
bottles of water, etc.
• Bluetooth: Technology standard for
exchanging data over short distances
(using short wavelength radio
transmissions) from fixed and mobile
devices, creating personal area
networks (PANs).
• Wifi: Wireless local-area-network
technology, usually approved by the
Wi-Fi Alliance and mostly conforming
to the IEEE 802.11 radio standard.
36. Data visualization
• Example Gallery: http://
vis.stanford.edu/protovis/ex/
• Data Viz - Social Media mashup:
http://www.wefeelfine.org/
• Geolocational animated example:
http://projects.flowingdata.com/
walmart/
• Professional Tools (PC only): http://
www.tableausoftware.com/data-
visualization-tools
• List of Free Tools: http://bit.ly/
g5IWZH
38. What we’ll cover
- Distribution:
• What it is
• What it’s not
- Courting communities
- Go where the traffic is:
• Twitter
• Facebook
39. Distribution:
What it’s not
•Not contained by
traditional gatekeepers
•Not “one to many”
•No “transmedia
distributors”
•Not fixed
40. Distribution: What it is
• Distribution is part of the
design of the experience
• Discovery vs distribution
• Continuous loop or dialogue
with the audience
• Multiple platforms
• Culturally adaptable
• Flexible
• Connecting with Communities
41. Courting
Communities
Tips for “courting” communities
- Identify communities of interest
for your project
- Commence a conversation
- Provide ways to participate
- Incentivize participation
- Offer something of value
- Reward participation
42. Distribution diverse platforms
console games
television
telephone
web
ARGs
film
mobile apps
43. Distribution geographic reach
uk belgium
sweden
poland
canada
germany
spain
lithuania
44. Twitter
• Twitter as a storytelling tool (like Tim
Burton’s Cadavre Exquis)
• Twitter profiles for characters to
deliver story and engage in
conversations with the audience
• Twitter used as a messaging
platform within mobile apps and other
game environments
45. Facebook
• Characters have Facebook profiles
and tell stories through them
• Facebook profiles used to engage
with the audience
• “Accepting” a Friend Request could
be a reward for achieving certain
tasks
• Hints / clues embedded in FB pages
• FB as a platform for social games
• Benefit from the fact that so many
people are on FB, so regularly
49. PERVASIVE PERIODIC
PLATFORMS MESSAGING
Teasers / Promos
Clues and Symbols
WEEK 1
Text / Call / Email
21-27 MARCH
Teasers / Promos
P h y s i c a l
S o c i a l
M o b i l e
Clues and Symbols
WEEK 2
Text / Call / Email
28 MAR-3 APR
W e b s i t e s
Teasers / Promos
A p p s
M e d i a
Clues and Symbols
PROMOTION PHASE
WEEK 3
4-10 APRIL
Text / Call / Email
P l a c e m e n t s
Consulting Client
56. PERVASIVE PERIODIC
PLATFORMS MESSAGING
Teasers / Promos
Clues and Symbols
WEEK 1
Text / Call / Email
21-27 MARCH
Teasers / Promos
P h y s i c a l
S o c i a l
M o b i l e
Clues and Symbols
WEEK 2
Text / Call / Email
28 MAR-3 APR
W e b s i t e s
Teasers / Promos
A p p s
M e d i a
Clues and Symbols
PROMOTION PHASE
WEEK 3
4-10 APRIL
Text / Call / Email
P l a c e m e n t s
Example
Consulting Client
58. Pitching Tips
• Know your audience
• If the pitchees provide guidelines,
follow them
• Make the tone of your presentation
match the tone of your project
• Make the look and feel of the
presentation materials match the look
and feel of your project
• Practice!
• Ask for feedback
59. “You must build the life
you want to live in.” Rozh Mutabchi
