Social media dimensions of gaming
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Social media consultant Roger Harris outlines a view of gaming from the perspective of the changing world of social media. This presentation was given at the Triangle Gaming Conference, May 30, 2009.
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Social media dimensions of gaming
- 1. Games People Play Social Media Dimensions of Online Gaming
- 2. The intersection Gaming is at a crossroads Social media and gaming are intersecting Where social media and gaming meet, or collide: – What are the challenges? – What are the opportunities?
- 4. Social media is game changing Social media will change the evolutionary process for game marketing and development Social media will create new business models social media/gaming equation New audiences x (collaboration + participation) = synergy
- 5. Changing the game plan Social media are changing every aspect of business So social media is going to change the gaming industry It’s going to change – What games we play – Who plays games – What a game is Social media will change how games evolve
- 6. Social media is going to change the playing field Social media will impact all aspects of gaming: – That’s players, designers, vendors Social media isn’t just moving the goal posts, it is changing the playing field Social media will change how games are developed, reach the market place and become successful, or not
- 8. Adapt or die Have you heard of the dodo? Evolution dictates that weakness and inefficiency do not persist in complex environments, such as the Internet When environments change too fast, animals go extinct To survive, animals must adapt
- 10. Survival of the fittest The fittest games will survive Easiest to play Easiest to share Best meet our basic needs such as human interaction Crap games do not last long in the market place. The best games persist The best features are copied and passed on to other games
- 11. Selection Extinction • Customers are selecting, like natural selection. • Due to natural selection, all the dinosaurs went extinct. • The birds are the only relatives of the dinosaurs to survive. • With social media selection in the gaming industry is going to be ever more ruthless and faster.
- 12. Extinction Consolidation • Selective processes will move away from top down conception, design and execution. • Selection will occur at the earliest stages. • Control of game conception development and marketing will be bottom up • This pressure will lead to consolidation.
- 14. Adapting to change The gaming industry must adapt to change Another lesson from evolution is that complex environments provide many niches The gaming industry will exploit niches and thereby diversify There are niches within the industry that don’t exist today, and that we can’t even imagine We’ll see later what some of these might be
- 16. Social media meets gaming Around 2006 games met social computing Ppopular sites such as MySpace and Wikipedia had reached popular audience The world was introduced to Facebook
- 17. Interest in online games Searches for online games steadily increased over the past several years. Searches for games on Facebook has grown with the explosive growth of the social network.
- 19. There are a multitude of games on Facebook.
- 20. Mafioso on Facebook Click of a mouse: invite friends Bigger mob = more properties, weapons, money Profile status updates Recreates the village How you match up against others, not a machine Social element takes games to new audiences
- 21. New audiences Howard Dean used web-games to teach democracy and increase interest in campaigns
- 22. New audiences US Army’s arcade-style games help with recruitment
- 23. New audiences Dept. of Treasury and Ad Council created a game to teach about importance of good credit.
- 24. New audiences Kids use Sim City to design their ideal city for the Future City contest.
- 25. New audiences Elf Island, with Second Life-like functionality, empowers kids to benefit environmental causes
- 26. New applications = new audiences • These games are being used in new ways • They break out of the mold of game as entertainment • They introduce new audiences to games • These games lack a strong social component • Bringing a social element will allow gaming to break out of bottlenecks to growth
- 27. Bottlenecks to growth Limited business models – Pay to play – Hardware and software sales Gaming as entertainment Gamers as nerds or dropouts Implementing social media models – Institutional inertia – Low value or misleading content (spam)
- 28. Game changers User-created games – Kongregate, Facebook User-created content – Spore Bottom-up control Portable profiles Hardware obsolescence Distributed computing Mashups
- 29. Distributed computing Onlive is gaming on demand High-end equipment not needed for optimal gaming experience Multi-user platform with social gaming Promises “massive spectating” with “instant community on an epic scale”
- 31. What’s coming? Augmented reality games will emerge into the real world through geocaching, such as Gowalla. Ubiquitous computing = everything is a gaming platform Mashups – Second Life + Google Maps + GPS – Walk or drive, find and identify friends via augmented reality systems – Look inside the shop before deciding to go in. – Far-fetched? – They’re already doing this in Japan.
- 33. Chipuya Town • Chipuya Town is a virtual world accessible on a cell phone. • Users create custom avatar, for a version of Tokyo's Shibuya shopping district. • Companies pay $4,000 a month for ads on in-world billboards. • Players socialize with other avatars and earn “Grooves” • They recruit friends, go on treasure hunts, and attend sponsored events.
- 35. New business models (gaming niches) Create microgames Crowdsourcing development and marketing Games for everyday life – Work (e.g., employment screening) – Play (improve your game) – Shop (optimal instore experiences) – Drive (safer and faster) – Dine (finding a restaurant) – Health (learn healthful lifestyles) – Think (mind-mapping)
- 36. Welcome to… The Gaming Economy Gaming is the new communication.
- 37. Gaming as communication • Tough challenges create exciting opportunities • Where gaming and social media intersect, a gaming economy is emerging • Gaming can be the currency of this economy • Combined with social media gaming will be the new paradigm for communication
- 38. 38 Contact rharris@capstrat.com 919 573 6307 Twitter: @rharris LinkedIn: rogerharris
Notas do Editor
- Today, I’ll discuss how social media is a game changing technology for the gaming industry. I will show how social media will change the evolutionary process for the development and marketing of games. The take home lesson is that social media will introduce new audiences to gaming. The collaboration and participation facilitated by social media will synergize with these new audiences to create new markets and new business models for the gaming industry. Through complexity and ubiquity social media are changing every aspect of our lives. They are also changing every aspect of business. So there’s no doubt that social media is going to change the gaming industry. It’s not just going to change what games we play, it’s going to change who plays games. It’s going to change who gamers are. It’s going to change what a game is. Social media will change how games evolve.
- Social media will impact all aspects of gaming, whether you are a player, designer or vendor. As I will show, it isn’t just moving the goal posts, it is changing the playing field. Let us think about how games are developed, reach the market place and become successful, or not.
- There are a multitude of games on as Facebook.
- One popular game on Facebook is Mafioso. Like most games it uses the social aspect of Facebook. The idea is to use your Facebook friends to grow your mob. Players with bigger mobs accumulate properties, weapons and money faster than players with smaller mobs. You can invite your friends to join you with the click of a mouse. Every time you play the game, your profile status updates. Thus social networks recreate the village element of computer games. Rather than testing your skills against a machine, you can now see how you match up against other people. And the social element takes interest in games to new audiences.
- The US Army has arcade-style shooting games in malls to help with recruitment. At the the Army Experience Center in Philadelphia, gamer recruits can see interactive maps, experience simulated attacks from an Apache and play on Xbox 360 gaming consoles.
- The Department of the Treasury partnered with the Ad Council to create a game to teach kids about the importance of good credit.
- New audiences are also being introduced through new gaming applications. Politicians such as Howard Dean use web-games to teach democracy and increase interest in their campaigns.
- So to summarize the bottlenecks to growth, we see: Limited business models. (Epic is a star but has only 80 FTEs and no turnover.) Thinking about gaming, the business models for these pre-Internet games were limited. The arcade games were a pay to play model. Console games depended on a combination of hardware sales and selling the game. Revenue from home computer games was based solely on income from software sales. Perception of gaming as entertainment. Perception of gamers as nerds or dropouts. (Karen’s brother dropped out of college.) Institutional and societal resistance to change Social media is going to change all that. We are going to see a paradigm shift in the gaming industry. Through social media, we are going to see a change in how games are conceived, created and sold.
- The biggest change to directly affect the gaming industry is user-generated gaming and content. Boyd Multerer from Microsoft said, “It’s going to get easier and easier to make games” He’s right. in one year, users contributed 50,000 gaming applications to Facebook, everything from puzzles to monster slaying. For the Spore game, you can make your own creatures. The site gets two million uploads a week of peculiar creatures, items and planet features—85 million of them and counting, from nearly three million registered viewers 3,500 new users are joining every day. The Web site Kongregate has 14,000 games on it, almost all of them made by just a few users. Control is moving from top down to bottom up. One almost certain change is the use of portable profiles. Social media developers are looking at ways to create identities that remain constant across the Web. It’s just a matter of time before someone figures out the advantages of using such a profile in online games. Another game changer is the role of hardware. Software will move entirely online, so consoles will become obsolete as their function moves to the home PC. There may be some role for technology such as the Wii, but it will integrate with home PCs or integrated home communication devices. There is a big market of console players yet to adopt online gaming. According to NPD analyst Anita Frazier. “Online gaming … is still relatively small compared to offline gaming… There is still a large, untapped market for gaming in general and online gaming in particular.”
- An emerging technology that will facilitate this move is distributed computing. With Onlive, we will see gaming on demand. Through distributed computing, users will no longer need high-end equipment to get the best gaming experience. Onlive provides a multi-user platform across all games through its community. It also promises “massive spectating” with “instant community on an epic scale” Onlive also promises to take full advantage of social gaming. It also promises “massive spectating” with “instant community on an epic scale”
- If everyone can make games, you can outsource game development of microgames. With low cost, even thin streams of revenue from ads, payments for game items and/or fees for games make profits. If you’re looking for a surefire blockbuster, crowdsourcing can help you refine the game without high inhouse R&D costs. However, gaming is still limited to the traditional audience. A broader perspective sees games as part of everyday life. Games can be used as research tools to impact every aspect of life. People will play more games in more places. Social games will help product designers focus on customer experiences not products. Social games will help designers engage in addition to making something better/faster/cheaper, and easier to use or market. Social media will help the gaming industry understand what people like most about playing and how games unlock player emotion. Gaming will help manufacturers, designers and retailer understand how to increase enjoyment of non-game activities and products. Games will provide insights into how to make other products and services more enjoyable. Games can help us craft a consumer’s cognitive and emotional responses to provide better customer experiences for products and services, work, and other cultural artifacts. In this way, gaming will become an intrinsic part of how businesses communicate with customers. It will as relevant in everyone’s lives as social media is today. Games will re-design how we work and shop. Employers will use games to screen potential hires for 3D reasoning skills and train them to solve problems with multiple variables. Games will change consumer processes such as the games of shopping, driving and dining.Games and elements of play will be used to increase product appeal. Adding playful elements to goods and services will increase the attraction of everything from advertising messages to the design of public spaces. Playfulness in design evokes emotions Understanding how games create emotions offers further insight into how to make other products and services more enjoyable and even improve the quality of life. Social media will play a critical role in realizing this reality. So will gaming.
- It’s a tough challenge we’re facing, But exciting opportunities too. Through the intersection of gaming and social media, we can see a gaming economy emerging. Gaming can be the currency of this economy. And, combined with social media gaming will be the new paradigm for communication.