In this presentation we seek to analyze the use of a game as an advertising piece for a brazilian politics campaign. We discuss the impact of a game in the mediatic scene of internet and how important it can be for a new political scene in the contemporary world.

1. Using a game as an advertising piece for
a brazilian politics campaign
By Vicente (Vince) Martin Mastrocola

2. About the speaker
#vince #vincevader #teacher #brazil #games #gamification
#gaming_concepts #advergames #game_mechanics #gamer
#boardgames #cardgames #internet #mobile_business

3. Insights of this presentation
Analyze the use of a game (more precisely
a serious game) as an advertising piece for
a brazilian politics campaign.
Discuss the impact of a game in the
mediatic scene of internet and how
important it can be for a new political scene
in the contemporary world.

4. A brief presentation of gaming market in Brazil
• Brazil doesn’t have a formal industry of games;
• High levels of piracy;
• High taxes for foreigners products;
• A Playstation 3 game could cost around U$ 140;

5. A brief presentation of gaming market in Brazil
However:
• Brazil is a wide country (190 million people);
• Brazil is the country with greatest navigation time
in the internet of the world (22 hours a week);
• The country has 200 millions of active mobile
devices (30% smartphones and 70% mobile phones)
• Internet and mobile are good platforms to
develop games in this country;

6. Last year…
• Governor elections in Brazil;
• A candidate from the state of Pará* named Simão Jatene contacted me to
make a different political advertising piece;
• After some meetings we found a model for the political game;
• Main points: must be a casual game, must be in the social networks in the
internet, must be potentially viral;
• We are talking about the game “Pacto pelo Pará” (Pact for Pará), that was
used on the elective campaign of governor Simão Jatene in the year of 2010;
*Pará It is the second largest state in the country with 7 million people;

7. The place of action

8. Description and some thoughts
The game consists in a very intuitive interface, based on the well-known
internet game named Bejeweled® (PopCap Games). It has four stages
and instead of gems, social problems (education, sportes, healthcare)
are presented, to be solved. The player needs to click in similar
ortogonal icons to eliminate them of the screen. A lateral score shows
how much of the goals were accomplished.

9. Description and some thoughts
The player, at the end of each stage, has the opportunity of sending
their collaboration on a 140-character text form. The opinions expressed
by each player at the end of each stage are put in a weblog and
belong to an idea of a collaborative government. Let’s check this online.
Interface and programming by
Cenildon Muradi (São Paulo / Brazil).

10. Description and some thoughts
At the end of the fourth stage, the player has the opportunity of taking
a picture using their webcam along with the point record achieved in
the game, and challenging a friend to make a higher score.

11. Description and some thoughts
This game fits on the Casual Game category, that, according to
Gregory Trefay, can be defined as games that are quick to play,
accessible and with a simple mechanics.
In this kind of game: the rules and goals must be clear; players need to
be able to quickly reach proficiency; casual game play adapts to a
player’s life and schedule; game concepts borrow familiar content and
themes from life.

12. Description and some thoughts
It also enters the category of Serious Game, that following the thoughts
of Nick Iuppa and Terry Borst, is explained as a game with a professional,
educational or pedagogical use. A kind of game that mixes storytelling
with a mechanics to send a serious message to the players envolved in
the process.

13. Johan Huizinga's magic circle
Real World:
- Questioning
- Fear
- Uncertainties
- Responsibilities
Magic circle:
- Dreams
- Immersion
- Narration
- Catharsis
- Challenge
- Experience
- Meanings

14. Results
• The candidate was elected;
• The game was the most accessed area in the site (3.896 unique
users);
• Thousands of reviews have been submitted by users;
• It was the first political-themed game made ​in Brazil.
• The spontaneous media generated with this event was enormous.

15. Conclusion
A game could be publicity/promotion.
A game could be a brand experience.
A game could be an advertising space for companies and people.

16. Bibliography
HUIZINGA, Johan. Homo Ludens. São Paulo: Perspectiva, 2005.
Iuppa, Nick & BORST, Terry. Story and simulations for serious games: tales from the
trenches. Burlington: Focal Press, 2007
TREFY, Gregory; KAUFMANN, Morgan. Casual Game Design. Burlington: Morgan
Kaufmann, 2010
PopCap Games. (2000). Bejeweled. [Internet, first version], PopCap Games, USA: played
january, 2011.

17. THANK YOU!
E-mail: vincevader@gmail.com
Facebook: Vince Vader
Blog: gameanalyticz.blogspot.com
May the force be with you!