Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences
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Presentation given at the Ludic Economy Symposium at Winchester School of Art, 2015
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Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences
- 1. Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences Vanissa Wanick; Ashok Ranchhod – University of Southampton, Winchester School of Art
- 3. Scenario • Ludification of culture (Raessens, 2006; 2012) • Convergence of branded content into a combination of play and branded currency • Technology empowers consumers, who become co-creators of value and active participants of their own process of decision- making (Ranchhod, 1998).
- 4. Branded currency is an independent currency, which evokes loyal behaviour, through the collection of points, for example. Loyalty, then, becomes a “micro- economy” (Kemp-Robertson, 2015).
- 5. How can play shape branded currency?
- 6. The integration between branded currency and play could transcend the technology that embeds the advergame. Hence, as advertising becomes ubiquitous, the advergame itself becomes pervasive, expanding the presence of the branded message into real-world contexts.
- 7. How would people feel invited to play a game that is sponsored by a brand? What is the future of advertising in the gameful world?
- 8. Three words could help to shape this answer: Trust Social Context
- 9. Social currency is a concept brought by Berger (2013) as an exchange of values that would make people to achieve positive impressions from others by sharing specific content.
- 10. Trust as a currency represents the value of collaborative consumption, built on personal relationships (Botsman, 2012). For example, the search of products’ reviews could also describe trust.
- 11. Context is the game space, when, how and where people make their decisions. How does the environment influence people’s behaviour?
- 12. Technologies that involve pervasive interaction and Internet of Things could be a way to understand this relationship.
- 13. The combination of those three elements could help to situate advertising in the ludic culture, including cues for emotional behaviour and storytelling.
- 17. ?
- 18. Thank you! • Vanissa Wanick; Ashok Ranchhod – University of Southampton, Winchester School of Art
- 19. References • http://www.lego.com/en-gb/seriousplay/ • http://midas.ioe.ac.uk/case-studies/ • http://postscapes.com/internet-of-things- award/project/real-world-minecraft-lighting/ • http://www.servicedesigntools.org/ • http://www.gamasutra.com/view/feature/18651 4/storyboarding_for_games_user_.php • https://www.researchgate.net/publication/26059 3933_Neuromarketing- _A_Step_Ahead_of_Traditional_Marketing_Tools
- 20. References • Ranchhod, A. (1998). Advertising into the next millennium. , 17(4). • Raessens, J. (2006). Playful identities, or the ludification of culture. Games and Culture, 1(1), 52-57. • Raessens, J. (2014). The ludification of culture. Rethinking Gamification. 91-114 • Berger, J. (2013). Contagious: Why things catch on. Simon and Schuster. • Botsman, R. (2012). The currency of the new economy is trust. TED Talks.[Talk] Retrieved from http://www. ted. com/talks/rachel_botsman_the_currency_of_the_new_economy_is_trust . html. • Kemp-Robertson, P. (2013) Bitcoin. Sweat. Tide. Meet the future of branded currency. TED Talks.[Talk] Retrieved from https://www.ted.com/talks/paul_kemp_robertson_bitcoin_sweat_tide_m eet_the_future_of_branded_currency
Hinweis der Redaktion
- First I will start by giving some examples of advergames, as you can see in the slide. If you play games, you might have played one of them. As you might know, developments in the games industry and games studies have opened games research as to behaviour change. In other words, games can influence people’s behaviour and they are natural engaging tools. What about advergames? Advergames built around a brand message – a persuasive message And they also reflect the ludification of culture
- The consideration of games as culture has brought inumerous studies relating gamification and applications of games into different areas – and in that case, advergames Imagine, everyone that has a mobile phone could have access to play games It is part of everyday life But how can brands understand this context? There is a convergence of branded content into play and branded currency And now, people have access- they are not just passive consumers, they are active actors So how do we combine those elements?
- First, let’s start by branded currency. One example of branded currency is the loyalty cards – for example.
- Because of the context of gaming culture, the integration of branded currency and play could be enabled by games that can incorporate all the necessary elements for an effective experience
- The big quesiton is…
- Our suggestion
- Social currency is what make people share things. It could related to status, utility and emotion
- Trust is built on relationships – it is centered on collaborative consumption.
- Context – the environment
- So, we assume that pervasive technology could help to understand this relationship
- That could be also related to emotional behaviour and storytelling
- Lego Serious Play – for example could help to know more about those 3 aspects
- Storyboarding and user research
- Internet of things and minecraft
- Will open for iOT, neuromarketing and UX design