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Game On: Everything you need to know about how games are changing the world

Jeremy Johnson
Jeremy Johnson
Jeremy JohnsonVice President of Customer Experience um projekt202

Gaming is at a tipping point, never before have games effected our day-to-day lives in such a substantial way. From entertaining yourself on the subway with Angry Birds, to solving the world's greatest problems - gaming is quickly becoming a mainstream way to explore, communicate, connect, and work. With "Game On" Jeremy Johnson will take you on a tour of gaming trends - which includes everyone's favorite gaming buzz words: gamification, gameful, game layer, gamestorming, game mechanics, gameplay, game theory and good old video games. How's that for a extra helping of games? Let's top it off with a Call of Duty deathmatch - who's game? This presentation was given at Big Design 2011 in Dallas Texas. #bigd11

Game On: Everything you need to know about how games are changing the world

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GAME ON




                                           GAME ON:
everything you needed to know about games are saving changing the world
ACHIEVEMENT UNLOCKED!
100G - Attended Big Design Game Track
#GAMEON
JEREMY JOHNSON
@jeremyjohnson
I can’t wait for the   How can I use
  next great gaming     gaming to make my
          experience!   product more
                        engaging?




GAMER
                          DESIGNER
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Game On: Everything you need to know about how games are changing the world

  • 1. GAME ON GAME ON: everything you needed to know about games are saving changing the world
  • 2. ACHIEVEMENT UNLOCKED! 100G - Attended Big Design Game Track
  • 6. I can’t wait for the How can I use next great gaming gaming to make my experience! product more engaging? GAMER DESIGNER
  • 7. I can’t wait for the next great gaming experience! GAMER
  • 8. ARe YOU... MOBILE
  • 9. ARe YOU... CASUAL
  • 10. ARe YOU... AVID
  • 11. How can I use gaming to make my product more engaging? DESIGNER (or anyone improving a product)
  • 12. “There’s  a  lot  to  learn  from  games.  There  are  30  years  of   design  lessons  and  thousands  of  products  on  the  market.   Games  have  more  concrete  lessons  to  teach  applica=on   designers  about  learning,  feedback,  user  mo=va=on  and  social   systems  than  almost  other  field  of  study.” - Danc http://www.ribbonhero.com http://www.lostgarden.com/2011/04/what-heck-happened-to-clippy-ribbon.html http://www.officelabs.com/projects/ribbonhero2/Pages/default.aspx http://www.lostgarden.com/2010/05/wordcamp-2010-why-we-turned-microsoft.html
  • 14. SXSW Seth Priebatsch said at the start of his keynote "Building a Game Layer on Top of the World,"
  • 17. Josh Williams http://www.slideshare.net/firewheel/where-are-we-going-sxsw-2011
  • 23. TERMS? TOOLS? FOR UX gameplay game mechanics gamify gamification gameful game layer game theory gamestorming
  • 26. YOU ARE HERE http://en.wikipedia.org/wiki/Hype_cycle
  • 28. How do I make boring stuff fun?
  • 29. HTML5 FLASH gamification SEO WEB 2.0 SOCIAL
  • 30. gamification “the use of game play mechanics for non-game “... [a] focus on: applications, particularly 1) more positive emotions, consumer-oriented web and FIGHT 2) stronger social relationships, mobile sites, in order to 3) a bigger sense of purpose and encourage people to adopt the 4) meaningful mastery applications.” - Wikipedia - Jane McGonigal
  • 31. gamification extrinsic motivators intrinsic motivators “extrinsic motivators may lead “People are best motivated to merely short-range activity FIGHT when they are working toward while actually reducing long- personally meaningful goals range interest in a topic” whose attainment requires activity at a continuously optimal (intermediate) level of difficulty.” http://education.calumet.purdue.edu/vockell/edPsybook/Edpsy5/edpsy5_intrinsic.htm
  • 32. gamification FIGHT
  • 33. ELEMENTS OF GAME DESIGN MODEL http://www.amazon.com/Seductive-Interaction-Design-Effective-Experiences/dp/0321725522/
  • 36. 1.Cosmetic: adding game-like visual elements or copy (usually visual design or copy driven) 2.Accessory: wedging in easy-to-add-on game elements, such as badges or adjacent products (usually marketing driven) 3.Integrated: more subtle, deeply integrated elements like % complete (usually interaction design driven) 4.Basis: making the entire offering a game (usually product driven) - AUDREY CRANE http://www.uxmag.com/design/a-gamification-framework-for-interaction-designers
  • 39. “Foursquare, Gowalla, and other services popularized the use of game mechanics to drive user engagement. Unfortunately, many companies have strictly copied the obvious game elements, such as badges and leveling-up, without understanding the deeper psychology at work. These services have seen the power of persuasive design, but lack a true understanding of how to properly apply psychology in UX design.” - LOREN BAXTER http://www.uxmag.com/design/why-persuasive-design-should-be-your-next-skill-set
  • 40. FEEDBACK LOOPS FLOW MOTIVATION
  • 42. Tie the tool/method back to the human need. “I like leader boards!” “I enjoy status” “I like points!” “I respond to feedback loops” “I like badges!” “I like to feel I’m achieving something”
  • 44. RABBIT HOLE http://www.flickr.com/photos/valkyrieh116/311526846/sizes/z/in/photostream/
  • 45. GAMER + DESIGNER = #WIN
  • 47. ENTERTAINMENT GAMING COMMERCE IMPROVEMENT
  • 48. ENTERTAINMENT GAMING COMMERCE IMPROVEMENT
  • 50. ENTERTAINMENT GAMING COMMERCE IMPROVEMENT
  • 52. ENTERTAINMENT GAMING COMMERCE IMPROVEMENT
  • 55. “Grand Theft Auto IV is both a waste of time and the most colossal creative achievement of the last 25 years” - Tom Bissell
  • 56. The commercial gaming industry is our innovation lab. By making games purely for entertainment, we learn more about how to make people happy and how to develop these superpowers. But if you don’t do something real with these powers, it’s a waste. - Jane McGonigal http://www.worldchanging.com/archives/010949.html
  • 59. Video Games 2011 $67 billion http://news.cnet.com/8301-13506_3-20077120-17/video-game-spending-set-to-hit-$74-billion-this-year/?part=rss&tag=feed&subj=Webware&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+webware+%28Webware.com%29 Movies 2011 $31.8 billion http://articles.latimes.com/2011/feb/24/business/la-fi-0224-ct-mpaa-stats-20110224 Various reasons have been cited for the slowdown, including the fact that consumers have far more entertainment options, such as video games, the Internet and the ability to watch movies on large screen televisions in the comfort of their own living rooms.
  • 60. I think video games and movies are merging, but I think that the same creative talents are starting to flow more evenly back and forth between the mediums. For example, I have a lot of story ideas...a lot more than I could ever do in a lifetime as a filmmaker. I think it's perfectly valid for a filmmaker to incubate some of their story ideas directly into the game world. If, by the way, at some point you decide you want to license it back to a movie studio to turn it into a movie later, fine. That's just an alternate life cycle for the creation of vision of the world, or a set of characters, or a story. http://www.edition.cnn.com/2011/TECH/gaming.gadgets/06/24/james.cameron.3d.future/index.html
  • 61. Video Games are people too
  • 62. The court struck down the law 7-2 using the First Amendment as the reasoning. Justice Scalia wrote the majority opinion, with Justices Thomas and Breyer in dissent. "The act does not comport with the First Amendment," opens the opinion's syllabus. "Video games qualify for First Amendment protection. Like protected books, plays, and movies, they communicate ideas through familiar literary devices and features distinctive to the medium. And 'the basic principles of freedom of speech . . . do not vary' with a new and different communication medium." http://www.gameinformer.com/b/news/archive/2011/06/27/supreme-court-decides-video-games-case.aspx
  • 64. You know what’s cool...
  • 65. EA Paying Up To $1.3 Billion for PopCap Games $1.3 Billion The press release notes that PopCap games have been downloaded more than 1.5 billion times and Bejeweled, the flagship franchise, has sold more than 50 million units. http://www.macrumors.com/2011/07/12/ea-paying-up-to-1-3-billion-for-popcap-games/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MacRumors-iPhone+%28MacRumors+iPhone+Blog%3A+iOS+News+and+Rumors%29
  • 66. How to Justify a $15-20 Billion Valuation for (in 4.5 years) http://community.nasdaq.com/News/2011-07/how-to-justify-a-1520-billion-valuation-for-zynga.aspx?storyid=83606
  • 69. It’s what the kids are downloading
  • 70. “...and “Games” was once again the most popular app category. In the second quarter, 64% of app downloaders — smartphone users surveyed who had downloaded an app within the past 30 days — reported having downloaded at least one game over the past 30 days” http://www.bgr.com/2011/07/06/games-were-most-downloaded-and-most-purchased-mobile-apps-in-q2-nielsen-finds/
  • 71. The next version of Electronic Arts’ mobile Scrabble game will let players compete against each other across multiple devices and platforms — at the same time. http://venturebeat.com/2011/07/07/ea-scrabble-fifa-multiplayer/
  • 72. Move over NBA, no lockout for pixels
  • 73. At the very forefront of the esports world is an American company called, fittingly, Major League “In South Korea, leagues for the Gaming, or MLG. MLG runs massive events, often original Starcraft game are shown called, somewhat anachronistically, LANs, all around on television, and the top players the United States. These are no small affairs: The are treated celebrities, with most recent MLG attracted 15,000 live spectators, salaries to match their status. Live 1,300 competitors, and around half a million people matches rival Metallica concerts in from 164 countries who tuned into the live streams terms of sheer attendance.” of the event. http://thenextweb.com/industry/2011/06/26/the-rise-of-major-league-gaming-and-the-future-of-esports/ Last year, Branson announced his parent company, Virgin Group, made an investment in the online game tournament site Worldgaming.com and was rebranding it as Virgin Games. Branson promised the company would give away more than $1 million in prizes in its first year. At the time, Virgin Gaming had more than 80,000 users. Now it has more than 400,000 registered users. http://venturebeat.com/2011/06/07/virgin-gaming-teams-up-with-gamestop-for-online-video-game-tournaments/
  • 74. “So should you let your kid stay up that extra hour to play that damn game he, or she, loves so much? We can’t answer that, but games can no longer be called refuges from ‘normal’ life; they are as a part of its fabric for many as are the NFL or the Arsenal and Manchester United rivalry.” http://thenextweb.com/industry/2011/06/26/the-rise-of-major-league-gaming-and-the-future-of-esports/
  • 76. OnLive http://www.onlive.com/
  • 78. PS VITA http://us.playstation.com/psvita/features/
  • 80. Wii U http://www.youtube.com/watch?v=4e3qaPg_keg
  • 82. Windows 8 According to Insideris, Microsoft is working on plans to bring Xbox 360 gaming to its next PC operating system: Windows 8. Apparently, users who want to play Xbox 360 games on their PC will have to pay for a subscription (Xbox Live style) and there will be no Xbox 360 to PC cross-platform multiplayer because of the advantage that a mouse has over a 360 gamepad. http://dvice.com/archives/2011/07/windows-8-pcs-m.php
  • 83. What’s Next? http://www.boingboing.net/2011/07/12/watch-these-kids-pla.html
  • 85. Inside the head of a game developer http://laughingsquid.com/indie-game-a-documentary-about-independent-video-game-designers/
  • 88. "It's almost like if you were a paper- airplane maker and somebody came up to you and said, 'You know, paper airplanes, it seems like all the kids are into them at school these days. So we really want to make paper airplanes about Darfur.'" - Raph Koster Games For Change http://kotaku.com/5818096/maybe-al-gore-should-play-a-video-game
  • 91. Can a game on climate change really produce the real life results we need to see to turn things around? http://www.huffingtonpost.com/charles-tsai/al-gore-games-social-good_b_881017.html
  • 92. Changing the world http://www.slideshare.net/chrismcclelland/engagement-through-gamification
  • 93. Reality Is Broken: Why Games Make Us Better and How They Can Change the World Games inspire hard work, the setting of ambitious goals, learning from and even enjoying failure, and coming together with others for a common goal. McGonigal points out many real-world applications, including encouraging students to seek out secret assignments, setting up household chores as a challenge, even a 2009 game created by The Guardian to help uncover the excessive expenses of members of Parliament. With so many people playing games, this comprehensive, engaging study is an essential read. http://www.amazon.com/Reality-Broken-Games-Better-Change/dp/1594202850/ http://venturebeat.com/2011/02/16/are-video-games-a-waste-of-time-3
  • 95. The challenge for all these teams is integrating the United Nations Millennial Development goals into their games while keeping them fun. The easiest path is to educate about world problems. But that’s not the only path represented here. http://www.wired.com/geekdad/2011/07/mobile-games-with-a-purpose-at-the-2011-imagine-cup/
  • 96. “... Hilomi rescues oil-covered animals and delivers them to a creature that can clean and restore them.”
  • 97. “...their game Brainergy, requires the user to select and use various equipment to convert renewal energy sources to perform work.”
  • 98. “If you’ve ever known a child with asthma, you know the chore it can be for that child to record assessment data using a spirometer to measure lung capacity. Players control Asmo’s fire by exhaling into the spirometer. This gathers the data on the child’s lung capacity and maps that to how well their dragon performs.”
  • 99. A big shoutout goes to FarmVille players, who raised over $190,000 through the latest Sweet Seeds for Haiti campaign! More than 80,000 FarmVille farmers bought virtual sweet yams, in which 50% of the proceeds will go towards building a K-12 school in Mirebalais, Haiti. http://www.zynga.org/about/blog.php
  • 100. Tinkatolli May Be the First Video Game that Gives Your Kids Points for Leaving the Game to Go Outside The title is a social media site/game hybrid for children, but one that actively encourages children to go outside and make things as an extension of the gameplay. http://kotaku.com/5818749/tinkatolli-may-be-the-first-video-game-that-gives-your-kids-points-for-leaving-the-game-to-go-outside
  • 103. Equipped with an iPhone + the Commons app, players are challenged to identify problems in urban space and suggest ways to improve them. Players can vote for each other's ideas and the most popular one wins the game. http://www.guerrilla-innovation.com/archives/2011/07/000801.php
  • 106. Play Fold.it, the “Tetris-On-Steroids” game that solves protein folding http://88proof.com/synthetic_biology/blog/archives/250
  • 107. “A modified traffic sign can have a profound effect on drivers’ behavior. Here’s what happens.” http://www.wired.com/magazine/2011/06/ff_feedbackloop/
  • 109. Living Healthy http://www.flickr.com/photos/14838182@N00/479222383/
  • 111. Are you ready for the challenge? Expand your palate by exploring a range of delicious, nutrient-dense foods. Learn more about healthy eating and start a conversation with your social networks about your mission to better health. • Complete steps of varying difficulty and earn badges through fun and educational Missions. • Get simple, practical advice on cooking, nutrition, green living, food storage and more. Save your favorites for easy reference. • Keep track of your accomplishments and brag about them via email, Facebook, and Twitter. http://www.wholefoodsmarket.com/iphone/missions/
  • 112. The game allows players to complete specific “missions” that encourage exercise and healthy activities. Successful completion of the missions earns players points and “kudos” from fellow players and Facebook friends. http://gamification.com/post/7196054646/healthseeker-a-mobile-app-to-manage-diabetes-with
  • 116. “Recyclebank’s Green Your Home Challenge was successful in employing Gamification techniques online to have an impact on offline behavior, specifically the level of eco-friendly activity of participants...” http://gamification.co/2011/07/05/recycleban-partnership-in-gaming-for-good/
  • 118. “Welectricity is based on principles of behavioural economics – it incorporates behavioural nudges to motivate people to reduce their consumption.” http://www.caribbean360.com/index.php/pr360/40768.html#axzz1RjkvmPeC
  • 119. Basically, Edenbee will help you reduce your carbon footprint by keeping track of your energy consumption and setting goals to help you reduce it. (from 2008) http://www.stainlessplanet.com/?p=86
  • 120. Learning the unfun http://www.flickr.com/photos/latitudes/542716309/sizes/o/in/photostream/
  • 121. “Playing a game is a voluntary attempt to overcome unnecessary obstacles” - Bernard Suits
  • 122. “Playing a game is a good attempt to overcome boring obstacles”
  • 123. PrivacyVille goes through items such as how Zynga handles email, the company’s mobile policies and the security measures it takes to protect user payments. Reading each section increases a user’s progress through PrivacyVille until he or she completes the tutorial. Once completed, the user is asked five (very easy) questions to confirm that he or she went through the tutorial. http://mashable.com/2011/07/07/privacyville-zynga
  • 124. Atlanta Teacher Uses Angry Birds for Physics Lessons "What are the laws of physics in the Angry Birds world?" John Burk, a ninth-grade physics teacher at the private Westminster Schools in Atlanta, put that question to his students and gave them the chance to "be among the first to find the answer." http://www.good.is/post/atlanta-teacher-uses-angry-birds-for-physics-lessons
  • 128. Susan Lyne, CEO of Gilt Groupe, identifies #gamification and game dynamics as one of the three key trends in the online retail industry. http://gamification.com/post/6844746146/susan-lyne-ceo-of-gilt-groupe-identifies
  • 129. If people are good only because they fear punishment, and hope for reward, then we are a sorry lot indeed. -Albert Einstein
  • 131. Google To Buy Mobile Loyalty Card Startup Punchd Punchd, which is basically the digital equivalent of the “Buy 10 get 1 Free Card” offered by coffee shops and supermarkets, http://feedproxy.google.com/~r/Techcrunch/~3/lRSfdIfK5s8/
  • 132. Foursquare checks in with over half a million businesses Once they do so, they can offer specials, update venue information and gain useful insights on check-in data, such as popular days and times. Best of all, it’s free. http://venturebeat.com/2011/07/06/foursquare-checks-in-with-over-half-a-million-businesses
  • 138. 36. Reinforcer Definition: The reward given if the expected action is carried out in the three part paradigm of reward schedules. Example: receiving a level up after killing 10 orcs. 17. Epic Meaning Definition: players will be highly motivated if they believe they are working to achieve something great, something awe-inspiring, something bigger than themselves. Example: From Jane McGonical’s Ted Talk where she discusses Warcraft’s ongoing story line and “epic meaning” that involves each individual has motivated players to participate outside the game and create the second largest wiki in the world to help them achieve their individual quests and collectively their epic meanings. http://techcrunch.com/2010/08/25/scvngr-game-mechanics/
  • 143. At My Marriott Hotel on Facebook, gamers begin by managing a virtual hotel restaurant kitchen, including buying equipment and ingredients on a budget, hiring and training employees, and serving guests. Much like in the wildly popular Farmville game, players earn points for happy customers but lose points for poor service; they’re also rewarded when their operation turns a profit. http://www.springwise.com/tourism_travel/marriottgame/
  • 146. Traxo, a Dallas-based company that enables you to organize and share your trip-itinerary details, has done just that with the recent introduction of its Traxo Travel Score and accompanying Traxo Travel Perks program. http://www.usatoday.com/travel/digitaltraveler/2011-07-11-traxo-travel-score_N.htm?POE=TRVISVA http://www.traxo.com/travelscore
  • 147. On Google News, the average reader of political news has read 20 articles about politics in the last six months. Where do you stand? Starting today, in the U.S. edition of Google News, you can see how voracious a news reader you are by earning Google News badges as you read articles about your favorite topics. The more you read, the higher level badge you’ll receive, starting with Bronze, then moving up the ladder to Silver, Gold, Platinum and finally, Ultimate. http://googlenewsblog.blogspot.com/2011/07/shareable-google-news-badges-for-your.html
  • 148. At this year’s Gamification Summit in January, Wanda Meloni, analyst at M2 Research, estimated that the production of gamification projects will generate $1.6 billion in revenues by 2015. That means it will grow from just 3 percent of social media marketing budgets in 2010 to more than 23 percent by 2015. The average growth rate for the next two years is 150 percent, in terms of revenues. Gartner also predicts that gamification will be a huge wave as big brands embrace it. http://venturebeat.com/2011/07/01/gigya-launches-gamification-suite-for-making-web-sites-more-fun-exclusive/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29
  • 149. We’ll do that for you...
  • 150. “Game mechanics is designed to reward users for performing actions that benefit your business.” http://www.gigya.com/platform/GameMechanics.aspx
  • 154. Gamification Heats Up With $12M Round for Badgeville http://gamification.co/2011/07/13/gamification-heats-up-with-12m-round-for-badgeville/
  • 167. Extra Total Reality Is Fun Inc.: Why Lives: Why Engagement: Broken: Why Gaming Will Video Using Games Games Make Us Dominate the and Virtual Better and How Twenty-First Games Worlds to They Can Century Matter Change the Way Change the People Work and World Businesses Compete The Masters of Changing the Gamestorming: Grasshopper: Doom: How Game: How A Playbook for Games, Life Two Guys Video Games Are Innovators, Transforming and Utopia Created an Rulebreakers, and Empire and the Future of Changemakers Business Transformed Pop Culture AL LOC RITE FAVO 1001 Video Seductive Game Ethnographies Games You Interaction Usability: of the Must Play Design: Videogame Before You Creating Playful, Advancing the Fun, and Player Die Effective User Experience Experiences AL LOC RITE FAVO
  • 168. Other Presentations to check out: http://www.slideshare.net/FunChange/fun-for-a-change http://www.slideshare.net/dings/persuasive-web-design-how-to-separate-users-from-their-bad-behaviours http://www.slideshare.net/dings/dont-play-games-with-me-promises-and-pitfalls-of-gameful-design?from=ss_embed http://www.slideshare.net/chrismcclelland/engagement-through-gamification http://www.slideshare.net/stephenpa/seductive-interactions-idea-09-version http://www.slideshare.net/dansaffer/gaming-the-web-using-the-structure-of-games-to-design-better-web-apps
  • 169. Beyond the Badge: Engaging With Game Design Thinking Dustin DiTommaso “Gamificiation” is the process of applying game design maxims to non-game systems in order to drive user engagement, influence behavior and improve the user experience of digital products and services. The buzz surrounding gamification is currently reaching critical mass in our industry with the bulk of attention directed to points & badges but there’s more to unlock. Much more. By examining the tools game designers use to incentivize and motivate players and mapping these tools to their psychological underpinnings we can arm ourselves with a model for architecting user engagement, directing behavior and satisfying business goals. This timely lecture is appropriate for anyone looking to level up their understanding of gamification and game design thinking. Attendees will learn about game design fundamentals, engagement models, metrics and measurements, feedback loops, player personas, flow states, motivation drivers, high level mechanics/dynamics and techniques for incorporating game design thinking into your design processes.
  • 171. How can I use gaming to make my product more engaging? DESIGNER (or anyone improving a product)