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Game Thinking - Conceitos e Possibilidades de Aplicação

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Palestra apresentanda no evento Blogando em Salvador no dia 25 de setembro de 2016. A apresentação traz uma breve apresentação do conceito de Game Thinking (Pensamento de Jogo) e como ele pode ser percebido em diferentes atividades cotidianas, tais como conteúdos, campanhas, serviços, produtos, atividades dentro das empresas etc. A apresentação finaliza com alguns jogos corporativos (Gamestorming) para aplicação em dinâmicas dentro de empresas, startups e projetos em equipe, com foco na geração de Ideias e Soluções Criativas para problemas diversos.

Twitter: @MarcelAyres
Instagram: @MarcelAyres

Veröffentlicht in: Marketing
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Game Thinking - Conceitos e Possibilidades de Aplicação

  1. 1. Marcel Ayres Jornalista, formado pela UFBA. Especialista em Marketing pela FGV. Mestre e Doutorando em Cibercultura pela Póscom/UFBA. Fundador das agências PaperCliQ e SOMMAR. Atualmente é Sócio-diretor da agência COM Inteligência Digital, empresa com sede em Salvador, Recife e Brasília.
  2. 2. Antes de começar Alguns pontos de partida
  3. 3. Era da “Economia da Atenção” e da audiência fragmentada “… em um mundo rico de informações, a riqueza de informações significa a escassez de algo mais: a escassez do que quer que seja que a informação consome. O que ela consome é bem óbvio: a atenção de seus recipientes. Assim, uma riqueza de informação cria uma pobreza de atenção e a necessidade de alocar a atenção eficientemente entre uma superabundância de fontes de informação que pode consumí-la.” Herbert Simon
  4. 4. 1. Como conquistar a atenção e criar conteúdos, serviços e campanhas relevantes para meu público?
  5. 5. 2. Como tornar o ambiente de trabalho um espaço mais engajador e criativo tendo em vista um novo perfil de profissionais?
  6. 6. JOGOS
  7. 7. Teoria do Circulo Mágico [Johan Huizinga | O Homo Ludens / 1938]
  8. 8. Paidia x Ludus [Roger Caillois | Os Homens e os Jogos / 1990] Paidia Ludus Brincadeiras sem compromisso Poucas ou nenhuma regra Imaginação pura Regras mais complexas Mecânicas Condições para a Vitória
  9. 9. ENGAJAM IMERSIVOS ENSINAM COLABORATIVOS DIVERTIDOS ;) JOGOS PROCESSOS
  10. 10. Game Thinking Pensamento de Jogo | Conceitos e Aplicações
  11. 11. “Pensamento de Jogo* consiste em pensar sobre um problema ou atividade do do dia a dia e convertê-la em uma atividade que contenha elementos dos jogos: competição, cooperação, exploração, premiação e storytelling” Flora Alves Gamification | Como Criar Experiências de Aprendizagem Engajadoras um Guia Completo: do Conceito à Prática *Game Thinking em Inglês. O que é o Game Thinking?
  12. 12. “É o uso de jogos e abordagens de jogos para resolver problemas e criar experiências melhores” Andrzej Marczewski Gamefied | https://www.gamified.uk O que é o Game Thinking?
  13. 13. Game Thinking Pensamento de Jogo Game Inspired Design Design Inspirado em Jogo Gamification Gamificação Serious Game Jogos Sérios/Simulações Games/Toys Jogos/Brinquedos Gamestorming
  14. 14. Game Inspired Design Design Inspirado em Jogo Gamification Gamificação Serious Game Jogos Sérios/Simulações/Gamestorming Jogos/Brinquedos Pensamento de jogo Elementos de jogos Modo de Jogar / Regras Apenas para Diversão
  15. 15. Hoje vamos falar sobre Game Inspired Design Design Inspirado em Jogo Gamification Gamificação Games/Toys Jogos/Brinquedos Gamestorming Game Thinking Pensamento de Jogo Serious Game Jogos Sérios/Simulações
  16. 16. 1. Gamification | Pensamento e Elementos de Jogo em Conteúdos, Serviços e Campanhas
  17. 17. Alguns Elementos dos jogos
  18. 18. Pontuações e Badges Waze Swarm
  19. 19. Tempo/Competição Nike+Run Club
  20. 20. Recompensas Bora Bike
  21. 21. Recompensas The Speed Camera Lottery | Volkswagen
  22. 22. Níveis/Progresso Duolingo
  23. 23. Desafios e Regras Post 360º | Facebook Whiskas BrasilMonopoly | McDonalds
  24. 24. Experiência Imersiva Programa Incluir | FIEB
  25. 25. Temas/História Zombie Run!
  26. 26. Por falar em histórias o/ §  Geram Identificação §  Despertam a Curiosidade e a Imaginação §  Posicionam em um Contexto
  27. 27. Histórias geram Identificação The 2 Euro T-Shirt | Fashion Fevolution
  28. 28. Posts da Treta Bob’s x McDonalds Histórias geram Identificação
  29. 29. Fashion Santa Histórias despertam a Curiosidade
  30. 30. Posts inspirados em Pokémon Go Histórias geram Contextos
  31. 31. 2. Gamestorming | Pensamento e Elementos de Jogo para Geração de de Ideias
  32. 32. Fonte: Gamestorming. P. 06 Jogos de Negócios vs. Metas Confusas
  33. 33. 8 Gamestorming para jogar com sua equipe a partir de… amanhã!
  34. 34. #1 | Mapa de Contexto 5 a 25 Pessoas 45 a 90 min Objetivo | construir um mapa do contexto externo do cliente. Fonte: Gamestorming (2012) Inspirado no Leader’s Guide to Accompany the Context Map Graphic Guide da The Grove Consultants International.
  35. 35. #2 | Desenhe o Problema Objetivo | definir o problema do cliente de forma clara e “visível”. É o bom e velho “quer que eu desenhe?”. 6 a 10 Pessoas 20 a 30 min Fonte: Gamestorming (2012) Por James Macanufo
  36. 36. #3 | Mapa por Afinidade Objetivo | Gerar o maior número de ideias com base em tópico ou problema em um período limitado. Até 20 Pessoas Máx. 1h30 min Fonte: Gamestorming (2012) Criado por Jiro Kawakita (1960)
  37. 37. #4 | Teste NUV* [Novo, Últil e Viável] Objetivo | “verificação da realidade” nas ideias propostas em um brainstorming. *Em inglês: NUF Grupo Pequeno 15 a 30 min Fonte: Gamestorming (2012)
  38. 38. #5 | Quem faz (Who + Do) Objetivo | Planejar e Priorizar ações. Pode ser aplicado para a equipe do projeto/Atividades ou com outros focos (ex.: Públicos de Interesse/ Ações Desejadas). 1 a 10 Pessoas 20 a 45 min Fonte: Gamestorming (2012) Criado por Dave Gray
  39. 39. #6 | Mapa de Empatia Objetivo | construir a persona da organização, clientes etc. com base em diferentes aspectos humanizados. 3 a 10 Pessoas 10 a 15 min Fonte: Gamestorming (2012) Criado por Scott Matthews
  40. 40. #7 | Comece, PARE, Continue Objetivo | examinar aspectos da situação ou desenvolver os próximos passos de uma meta/projeto. 1 a 10 Pessoas 10 min a 1h Fonte: Gamestorming (2012)
  41. 41. #8 | Mapeamento de Valor Objetivo | construir uma matriz visual que defina as áreas de interesse em um produto, plano, site, mídia social etc. 3 a 30 Pessoas De 15 min a 1h Fonte: Gamestorming (2012) Criado por Sarah Rink
  42. 42. Antes de Acabar o Jogo dois casos para reflexão
  43. 43. Steve Jobs | The Lost Interview (2012) Jobs e a metáfora das pedras polidas #1 | Modelo de Disputa
  44. 44. Solução Choque de Ideias e argumentações Problema #1 | Modelo de Disputa
  45. 45. #2 | Modelo Colaborativo Tody Daniels e o Betacup www.thebetacup.com
  46. 46. #2 | Modelo Colaborativo Atividade Individual Evento em Equipe OVERLAP | Evento Anual de Designers
  47. 47. Caso #2 | Modelo Colaborativo Por que mais pessoas não usam os copinhos de café reutilizáveis?
  48. 48. O que os dois casos possuem em comum com…
  49. 49. PESSOAS DIFERENTES HABILIDADES EXPERIÊNCIA COLETIVA RESOLVENDO PROBLEMAS OBJETIVOS METAS AÇÕES E AJUSTES SOLUÇÕES CRIATIVAS
  50. 50. FIM DE JOGO | @MarcelAyres
  51. 51. Referências

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