Serious Games: Press start to play

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30 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Selected
productions Serious Games Interactive 2006
-
2011
©

Serious Games: Press start to play


DFI, 1
st

September‘11


Simon Egenfeldt
-
Nielsen, PhD

CEO, founder Serious Games Interactive

My Background



MA Psychology



PhD Games & learning



Mixing industry & research

European
Research projects: SIREN,
PlayMancer
,
Vistra

&
GaLa

Computer games



Global Conflicts
-
series


Playing History
-
series



+20 games for clients


Serious Games Interactive (SGI) was founded in 2006 in
Copenhagen, Denmark.



Covered in most major news outlets and won numerous awards.



Develop serious games
that combines playing, learning,
communication and story
-
telling.



We are a cross
-
disciplinary team of 18 people with strong roots
in research.



Range of different client: Amnesty,
Unicef
, Kaplan, WWF, The
Danish National Museum
, World bank,
LEGO and European
Schoolnet
.

Company background

What is

serious games…

”A solution that use game mechanics
and game technology for more than
entertainment"

What is
gamification



Integrating
game dynamics into

a
site
, service,

activity, community
,
content or campaign, in order to
encourage a certain behavior,
attitude or skill."

What this is about…

Serious games VS
gamification

Serious games are about developing new, finite and
unique solutions based on game mechanics


VS.



Gamification

about developing new structures and
incentives around existing experience.


Serious games VS
gamification

Product vs. meta


Ex.: School
-

Learning games vs. incentive activity structures

Ex.: Health
-

Rehabilitation game vs. weight
-
loss app

Ex. Corporations
-

Onboarding game vs. customer service tool

We invest 3 Billion hours every
week in playing games

Everyone…


Source: Mr. Toledano

Agenda

Why
gamification

now?

What is
gamification


Who have done this?

The attention economy

Gamification signals a greater shift…

Fight for
attention & relevance

Need for engaged users

Need for user permissions


Getting more creative in user interaction

The pre
-
history of
gamification

Cash incentives

1900s

2000s

1980s

1930s

Coupon codes

Loyalty systems

Virtual rewards

The power of computers…

Read…

Listen…

View

Representation



we can really

only ‘show
’ things

Simulation


We can represent, track, interact and manipulate

Doing & experiencing

Why
gamification

now?


Digitalization & Virtualization constantly increasing.



Tracking, feedback and reward structures easy to embed.



Games are increasingly becoming omnipresent


Agenda

Why
gamification

now?

What is
gamification


Who have done this?

What is
gamification



Integrating
game dynamics into

a
site
, service, community, content or
campaign, in order to encourage a
certain behavior, attitude or skill."

Haven’t we seen this before?

Cybernetics

Behavioural
economics

Control theory

Behavioural theories

Behaviour change

Game theory

Sociology

Psychology

The key rewards (they overlap)…

Status

Access

Power

Stuff

The most effective reward and it cost
designers nothing. Taps into social
nature of people.

Powerful for progressing people and support
status.
Eg
. VIP access to special areas or voting.

Effective incentive comes in many shapes like kicking people,
voting for changes etc.

Both be virtual and material. Both can free or costly. Probably the least
effective incentive.

Pitfalls


Everyone = no
-
one?
It’s difficult to engage everyone
-

women, elderly, hip
-
hopper, casual, hardcore etc.


Pseudo victory
: Rewards are not achievements
-

it needs to
be meaningful. Not just '
badgification

or
pointification
'.


Participation bandwidth
: Need to be interesting and
engaging enough to draw people away from something else.


Unintended consequences
: When you engineer behaviors
you may make mistakes that leads to unforeseen results.


Undermining intrinsic values
: By providing external
rewards for something that should be intrinsic you risk
undermining inner drive.

Agenda

Why
gamification

now?

What is
gamification


Who have done this?

Case:

British American Tobacco

Case: Ribbon Hero

4 months after release

+100.000 Downloads

+120.000
Challenges
played


Microsoft Office
seen
as
innovative, interesting and cool.

Source: Microsoft Office Lab through Gabe Zichermann

Case: Nike+

Case:

Farmville

Case:

Car dash boards



It appears to be working



We have always been doing this



But its more
triggy

than it appears



Now we have identified it’s more powerful.





Bring the

engagement to
the product



not the other way around

The Wrap
-
up

Contact details

Serious Games Interactive

www.seriousgames.dk


www.globalconflicts.eu

www.playinghistory.eu


Simon
Egenfeldt
-
Nielsen

www.egenfeldt.eu

sen@seriousgames.dk