2. Olá!
Meu nome é Vanissa Wanick e
sou designer e pesquisadora
em games.
Estudante de doutorado da
Winchester School of Art
(University of Southampton)
#gamesUR entusiasta <3
UI/UX designer
Interesses de pesquisa:
inteligência coletiva em
jogos, jogos persuasivos,
estudos culturais e
sustentabilidade
www.vanissawanick.com
3. Por que falar em games?
• Diversão
• Jogos podem fazer um mundo
melhor (Jane McGonigal em TED
talk)
https://www.ted.com/talks/jane_mcgonigal_gaming_can_make
_a_better_world
• 2.2 bilhões de gamers no mundo
(NewZoo site) https://newzoo.com/
• Engajamento, envolvimento,
experiência
4. Jogos
• Possuem um objetivo
• Possuem regras
• São atividades voluntárias
• Requerem feedback para o
jogador
• Jogadores podem resolver
problemas = ação
6. Engajamento
• Número ou qualidade
psicológica?
• Comportamento
• Atenção, desafio, feedback,
interatividade, percepção de
controle e satisfação (O’BRIEN
E TOMS, 2008)
• Imersão e interatividade (BOYLE
ET AL., 2012 )
7. “
Engajamento é a qualidade da experiência do
usuário com uma tecnologia que é caracterizada
por desafios, apelos estéticos e sensoriais,
feedback, novidade, interatividade, percepção
de controle e tempo, conscientização,
motivação, interesse e emoção.
(O’BRIEN E TOMS, 2008)
8. Qual a relação entre
engajamento, advergames e
comportamento do consumidor?
9. • Economia da
experiência
• Consumo da
experiência
= valor da
experiência
Experiência
https://hbr.org/1998/07/welcome-to-the-
experience-economy
11. Experiência
• A perspectiva do usuário varia
= depende do contexto, do
repertório, expectativas (muda
com o tempo)
• Pragmatismo = usabilidade,
fácil de usar
• Hedonismo = emoção, memória,
identificação
17. This is just one example, the research is
not focused on “Fanta” (brand)
https://play.google.com/store/apps/details?id=air.br.com.sioux.fantacomicbookmobile&hl=en
Advergames e comportamento do
consumidor
18. Advergames
• Jogos persuasivos = comunicação
de uma mensagem
• Interatividade e envolvimento
com a marca (DAHL ET AL. 2006)
19. Desafios
• Medir engajamento
• A perspectiva do usuário (varia
de acordo com o contexto,
repertório, memória, aspectos
demográficos)
• O design de interação e
intervenções = como comunicar a
mensagem para o usuário
• A troca de valores entre o design
do produto e o usuário que
permite tal experiência
21. “
“digital games—like other technologies and
like social practices, systems, and
institutions—have values embedded in them” –
Flanagan & Nissanbaum, 2014
22. “
“Values are properties of things and states
of affairs that we care about and strive to
attain. They are similar to goals, purposes,
and ends, but usually they possess a higher
degree of gravitas and permanence, and they
tend to be more abstract and general” –
Flanagan & Nissanbaum, 2014
23. “
“the meaning of a game, of any game, lies in
its rules, as presented to players who
experience them by means of simulation fever;
that is, completing the meaning of the game
communicated through rules using their player
repertoire (Juul, 2005)” - Miguel Sicart, 2011
http://gamestudies.org/1103/articles/sicart_a
p
24. “
“Designers’ intentions matter but are not
fully determinative; unintended values may
be served in spite of these intentions, and
intended values may fall flat.” – Flanagan &
Nissanbaum, 2014
26. Referências
• Walz, S. P., & Deterding, S. (2015). The
Gameful World: Approaches, Issues,
Applications. Mit Press.
• Juul, J., & Revolution, A. C. (2009).
Reinventing Video Games and Their
Players.
• McGonigal, J. (2011). Reality is broken:
Why games make us better and how they
can change the world. Penguin.
• Bogost, I. (2007). Persuasive games: The
expressive power of videogames. Mit
Press.
27. • Furstenberg et al., (2001). Giving a virtual voice to the silent language of
culture: The CULTURA project http://llt.msu.edu/vol5num1/furstenberg
• LeDoux, J. (2002). Synaptic self: How our brains become who we are. New York:
Penguin.
• Thorne, S.L., (2003a). Artefacts and cultures-of-use in intercultural
communication http://llt.msu.edu/vol7num2/thorne
• Crystal, D. (2001) Language and the Internet (Cambridge: Cambridge University
Press)
• O’Dowd, R. (2001) In search of a truly global network:
hhtp://callej.org/journal/3-1/o_dowd.html
• Marcoccia, M. (2012) The internet, intercultural communication and cultural
variation. Language and Intercultural Communication, 12:4, 353-36
http://dx.doi.org/10.1080/14708477.2012.722101
• Ersoz, S. (2009) Cultures in Cyberspace: Interpersonal communication in a
computer-mediated environment
http://maltepe.academia.edu/SelvaEesoz/Papers/563123/Cultures_in_cyberspace_in
terpersonal_communication_in_a_computer-mediated_Envrionment
• Würtz, E. (2005). A cross-cultural analysis of websites from high-context
cultures and low-context cultures. Journal of Computer-Mediated Communication,
11(1), article 13.http://jcmc.indiana.edu/vol11/issue1/wuertz.html
• Usunier, J. C. (2000). International marketing. A Cultural Approach, New York.
• Marcus, A., & Gould, E. W. (2000). Crosscurrents: cultural dimensions and
global Web user-interface design. interactions, 7(4), 32-46.
Referências
28. Obrigada!
Vanissa Wanick
Interaction designer e pesquisadora
MBA, estudante de doutorado
WSA – University of Southampton
v.w.vieira@soton.ac.uk
vanissawanick.com/research
http://www.thegamesdesignhub/
Hinweis der Redaktion
advergames
Cultura está relacionada ao comportamento
Normas e regras
É implícita
Valores e crenças
value denotes the degree of importance of some thing or action, with the aim of determining what actions are best to do or what way is best to live (normative ethics), or to describe the significance of different actions (axiology).
Things that we are about
Thank you very much
if you want to follow this research updates, please enter into the website
And if you’re interested in research in games or collaborating with us, we have the Games Design Hub, composed by researchers in games and different companies. I will be happy to talk more about it during the event as well.
Thank you very much for this opportunity