2. DIGITAL TECHNOLOGY
HAS CHANGED
OUR RELATIONSHIP
TO CONTENT
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
3. DIGITAL
EXPERIENCE
=
INTERACTIVE
EXPERIENCE
(inevitably)
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
4. Loading... Please wait
THE MORE
the experience
FLOWS
the more
EFFICIENT
it will be
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
5. 1. A GOOD
INTERACTIVE
EXPERIENCE
is a
MAGICAL
EXPERIENCE
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
6. Nevermind the
CONSTRAINTS
We want
MAGIC
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
7. THEY ARE
MAGICIANS
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
8. MAGIC
=
SIMPLICITY
PLEASURE
GRATIFICATION
FROM THE INITIAL CONTACT
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
9. SIMPLICITY
PLEASURE
GRATIFICATION
FROM THE INITIAL CONTACT
This is a good interactive
experience
Angry Birds, ios / android, 2009
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
10. Angry Birds
Total time spent throwing birds onto
green pigs, all players put together:
200 000 YEARS
Source : Mikael Hed, CEO Rovio Mobile, Slush Conference 2011
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
11. SIMPLICITY
PLEASURE
GRATIFICATION
FROM THE INITIAL CONTACT
This is a good interactive
experience
(violent, but efficient)
«Call of Duty : Modern Warfare III», 2011
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
12. Call of Duty Modern Warfare 3
is the biggest success to date in
the history of entertainment.
Global revenue in 16 days:
1 BILLION $
MW3 beats the record held by Avatar: 1 billion $ in 17 days.
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
13. SIMPLICITY
PLEASURE
GRATIFICATION
FROM THE INITIAL CONTACT
This is a good interactive
experience
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
14. Mario Kart
Global sales, all media combined:
92 MILLIONS
UNITS
Source : Gamecharts.fr
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
15. 2. VIDEO GAMES
have
300
SECONDS
to convince
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
16. IN 300 SECONDS
A game must in order to bring
REASSURE SIMPLICITY
RELATE PLEASURE
REWARD GRATIFICATION
to the player
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
17. Revenues The revenues
of the US video
game industry =2X of the US film
industry
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
18. Games dominate the
entertainment industry
despite a huge drawback ...
«The Elder Scrolls, Skyrim», 2011
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
19. Video game is the ONLY entertainment media
that has to explain how it works to its
audience.
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
20. Not only must a video game grab
the player’s attention, it must also
give him/her the urge and the
means to act.
Batman Arkham City, 2011
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
21. Which is why, in a game, as in every
interactive experience, the initial contact
is crucial.
«The Walking Dead : the game», 2011
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
22. Average time needed to finish a
game on a game console:
10 HOURS
OR 36 000 SECONDS
Max Payne 3, 2012 : approximately 6 hours into the game
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
23. But ...
video game developers 300
SECONDS
give themselves only to
REASSURE
RELATE
REWARD
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
24. 3. IN 300 SECONDS
A VIDEO GAME
must
REASSURE
RELATE
REWARD
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
25. REASSURE
IN 300 SECONDS
A game must explain how it works
and show how
SIMPLE it is
Controllers for Limbo, Xbox 360
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
26. Braid, 2008, first seconds :
In this independent video game developed by
Jonathan Blow, the player controls the
protagonist from the beginning.
The player instinctively moves him to the right
and straight through the title screen.
300 SECONDS TO REASSURE
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
27. RELATE
IN 300 SECONDS
A game must set the scene, define the
player mission, and give him
PLEASURE Mass Effect 3, 2011, opening scene
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
28. Fallout 3, 2008, first minutes :
This post-apocalyptic role-play promises an absolute immersion in the story.
And does so right from the tutorial.
The player literally “comes to life” and takes his first steps with the help of his father.
His mission: survive and save the human race (or what is left of it)
300 SECONDS TO RELATE
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
29. REWARD
IN 300 SECONDS
The game must galvanize the player
and give him/her immediate
GRATIFICATION Tiny Wings , ios / Android
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
30. Uncharted 2, 2009, first minutes :
The tutorial is part of the plot and is
a blockbuster in its own right.
The player gets a real rush.
300 SECONDS TO REWARD
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
31. REASSURE
RELATE
REWARD
It’s not about score
Flower, PS3, 2009
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
32. REASSURE
RELATE
REWARD
It’s not about badges
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
33. REASSURE
RELATE
REWARD
It’s an obligation to offer a
once in a lifetime user
experience
Assassin’s Creed, 2007
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
34. 4. WHAT CAN
A BRAND
EXPERIENCE
learn from
VIDEO GAMES’
300 SECONDS
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
35. The first 300 seconds of a video game
teach us:
that complex rules can be a real
turn off, a stumbling block…
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
36. By integrating the tutorial into
the actual experience, video
games can avoid the
CONSTRAINTS
And turn it into
The Sims
PLEASURE
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
37. Optimized in order to
REASSURE
RELATE
REWARD
avoid
FRUSTRATION
the first 300 seconds and offer several
enable the game to reach its hours of
objectives
ENTERTAINMENT
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
38. Optimized in order to
REASSURE
RELATE
REWARD DATA COLLECTION
a digital experience can help
the brand DRIVE TO STORE
reach its objectives
(whatever they are) SHARING
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
39. Video games or brand experience:
identical KPIs
How many users lived the experience
to the end?
Did interactions create an optimal
exchange of data?
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
40. PLAYING BY THE RULES:
a constraint can become
a source of pleasure
for the user, as long as it is
part of the experience.
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
41. Gamification cannot be reduced to
scores and badges, or we run the
risk of forgetting the crucial
question…
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
42. WHERE
IS THE
MAGIC
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
44. MAGIC
=
SIMPLICITY + PLEASURE + GRATIFICATION
=
GAME DESIGN
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
45. Thank you for your attention.
GAMIFICATION : THE IMPORTANCE OF THE INITIAL CONTACT So Cult
46. So/Cult assists brands and content editors who
wish to meet the challenges of the attention
economy.
humans, brands, stories
www.socult.net
us@socult.net
Twitter : @so_cult
