The opium of the masses: Evaluating ‘High Tea’

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Through evaluation of a risky but highly successful casual web game, the Wellcome Trust discovered more than they expected about new audiences and how people play games, as well as reaching towards best practice in evaluation itself. Session: Evaluation and measuring engagement case studies

Educação Diversão e humor Design

Summative Games Evaluation

Testing:
•Did we achieve our aims?

•To reach a new audience
•To engage them meaningfully with the subject
matter
•To do so with a game which was high quality and
satisfying to play

Summative Games Evaluation

Method
• Analytics
• Survey
• Interviews and Focus Groups
• Community commentary

Summative Games Evaluation

Analytics – Google Analytics

Summative Games Evaluation

Analytics – other tools: Google Trends

Summative Games Evaluation

Analytics – other tools: stats.grok.se

$Summative Games Evaluation Analytics – key findings •Number of plays has passed 3.2 million, far exceeding target of 100k in month one and 50k thereafter •Average dwell time just under 15 min •Most popular countries 26% USA, 6%UK, 5.5% Brazil… •Only about 3% visits to our hosted version, rest syndicated •Around 30k referrals from game to WC site •Social media drove tiny fraction of traffic to the game$

Summative Games Evaluation

Survey – key findings
•Gameplay highly rated (over 91% very or fairly good)
• Around 2/3rds already aware of Opium Wars or trade
• But over 50% either quite or very likely to look for
more information after playing
• Nearly 60% retained the same opinion about the
British empire, but nearly 28% felt more negatively, and
nearly 10% felt more positively
• Comments mostly positive, pleased to be learning and
having fun, small number thought it was tasteless.

Summative Games Evaluation

Interviews – key findings
•Players intrigued by subject matter but also high rating
and front page positioning on game portals
• Positive feedback on game, could have included even
more information about history etc
• All but one who was very familiar with the history felt
they had learnt something.
• Several went on to check Wikipedia page or other
sources, including reading a book about China
• Several had thought about the ethics whilst playing
• Were pleasantly surprised to see us doing this, wanted
to see us do more games

Summative Games Evaluation

Community commentary

Summative Games Evaluation

Community commentary – key findings
• Game portal comments, numerous and often thoughtful
•“How come I only understood what I’d seen in a museum after
playing this game?”
• 18 blog reviews, many discussing history, some economics, not all
English language. Also generated comments and debate on those
blogs
•Threads on Reddit and Metafilter, on history, ethics and economics
• Video reviews and walkthroughs on YouTube, also hack video
• Discussed in depth on Popmatter’s Moving Pixels podcast
• Response from conferences and other similar institutions has been
positive and interested

Summative Games Evaluation

How does all this help us?
• Informs future game design and distribution
• External dissemination and discussion
• Internal awareness and buy-in
• Validation of the project
• Surprising, rewarding and fascinating

Summative Games Evaluation

Share
• http://museumgames.pbworks.com
• @marthasadie
• marthasadie.wordpress.com
•www.wellcomecollection.org/explore/play.aspx

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