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Games at the CTAM Summit 2007

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Notes on the future of convergence gaming and cable.

Publicada em: Tecnologia
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Games at the CTAM Summit 2007

  1. 1. a game designer ’s perspective on the future of happiness Jane McGonigal, Ph.D. Institute for the Future + 10 ways to engage audiences as players
  2. 4. The New Gamer Majority <ul><li>69 percent of U.S. “ heads of household ” report playing games. * </li></ul><ul><li>42 percent of gamers are women . ** </li></ul><ul><li>The majority of gamers are aged 22 – 44 and in middle-class incomes. ** </li></ul>*From a comprehensive 2006 study conducted by the Entertainment Software Association. ** From the 2007 annual NDP report on games.
  3. 5. The New Gamer Majority <ul><li>In 2007, 24 percent of Americans over the age of 50 played video games, an increase from nine percent in 1999. ** </li></ul>** From the 2007 annual NDP report on games.
  4. 6. The New Gamer Majority <ul><li>54% of gamers say they anticipate spending more time playing games 10 years from now than they do today. * </li></ul><ul><li>80 percent of gamer parents say they play video games with their kids. Sixty-six percent feel that playing games has brought their families closer together. * </li></ul>*From a comprehensive 2006 study conducted by the Entertainment Software Association.
  5. 7. <ul><li>“ 52 percent of U.S. gamers report watching less television as a result of spending more time playing games .” </li></ul><ul><li>- Annual report of the Entertainment Software Association, 2006 </li></ul>
  6. 8. <ul><li>A Future Forecast for CTAM : </li></ul><ul><li>In the next decade, this new gamer majority represents a challenging and increasingly significant market for the cable & telecommunications industry. </li></ul>
  7. 10. “ We are witnessing what amounts to no less than a global mass exodus to virtual worlds and other online gaming environments.” –Edward Castranova, Synthetic Worlds
  8. 17. User Hours per Month
  9. 18. US $ Exchanged on Lindex (in Millions)
  10. 19. <ul><li>Why is this mass exodus to online game environments happening? </li></ul><ul><li>To innovate in this space, you need to understand why games make people happier than other forms of entertainment. </li></ul>
  11. 20. A future forecast ( 2017 ): <ul><li>Quality of life becomes the primary metric for evaluating products and services. </li></ul><ul><li>Positive psychology is increasingly a principal, explicit influence on design + development. </li></ul><ul><li>The public will expect companies to present a clear vision for a life worth living. </li></ul><ul><li>To succeed, a brand must increase real happiness – the new capital. </li></ul>
  12. 23. <ul><li>EEGs + ESMs </li></ul><ul><li>(ElectroEncephaloGraphs) + (Experience Sampling Methods) </li></ul>
  13. 24. <ul><li>“ After watching TV , people's moods are about the same or worse than before.” </li></ul><ul><li>--Mihaly Csikszentmihalyi, Flow </li></ul>
  14. 25. <ul><li>“ Surveys show again and again that the average mood while watching television is mild depression .” </li></ul><ul><li>-- Martin Seligman, Authentic Happiness </li></ul>
  15. 26. <ul><li>“ After playing games , people report i mprovements in mood. </li></ul><ul><li>--Mihaly Csikszentmihalyi, Flow </li></ul>
  16. 27. <ul><li>“ Playing games produces measurable and lasting increases in perceived well-being .” </li></ul><ul><li>-- Martin Seligman, Authentic Happiness </li></ul>
  17. 28. The 3 Tiers of Happiness: <ul><li>1. pleasure </li></ul><ul><li>– feeling good </li></ul><ul><li>2. engagement </li></ul><ul><li>– doing a good job </li></ul><ul><li>3. meaning </li></ul><ul><li>– discovering good </li></ul>
  18. 29. Why do networked games generate more happiness? <ul><ul><li>They create powerful engagement with: </li></ul></ul><ul><ul><li>clear goals </li></ul></ul><ul><ul><li>specific avenues for advancement </li></ul></ul><ul><ul><li>dynamic feedback </li></ul></ul><ul><ul><li>focused attention </li></ul></ul><ul><ul><li>highly responsive environments </li></ul></ul>
  19. 30. Why do networked games generate more happiness? <ul><ul><li>They create a sense of greater meaning through: </li></ul></ul><ul><ul><li>a rich, world (re)building mythology </li></ul></ul><ul><ul><li>intense community </li></ul></ul><ul><ul><li>a shared context for action </li></ul></ul><ul><ul><li>a sense of heroic purpose </li></ul></ul>
  20. 31. a game designer ’s perspective on the future of happiness
  21. 32. The exodus to networked gaming environments is an extremely important signal – Not (as some think) that the public will ultimately abandon everything else for games , but rather that we need to make other services and products as engaging and as meaningful as our games.
  22. 33. <ul><li>A Future Forecast for CTAM : </li></ul><ul><li>Games will increasingly demand that cable & telecommunications services become part of their ongoing efforts to maximize happiness and generate well-being . </li></ul>
  23. 34. <ul><li>A Future Forecast for CTAM : </li></ul><ul><li>To be perceived as contributing to a higher quality of life, the cable & telecommunications industry must be branded as a vehicle for engagement and for collaborative meaning- making. </li></ul>
  24. 35. ENGAGEMENT Case Study: The Sopranos A & E Connection Area Code for A & E (2007)
  25. 39. Learn more: www.suitcaseofcash.com
  26. 40. <ul><li>10% of visitors to the site played the game to completion </li></ul><ul><li>Average online playing time was 13 hours per player </li></ul><ul><li>Record traffic and engagement numbers for www.aetv.com </li></ul>ENGAGEMENT Case Study: The Sopranos A & E Connection
  27. 41. MEANING-MAKING Case Study: NBC’s Heroes 360 Experience
  28. 42. <ul><li>“ Additional research has enabled the development of this new personality inventory to help determine whether you possess Heroic abilities…. </li></ul>
  29. 43. <ul><li>“… But always remember, however powerful you may be as an individual, we are more powerful together than we could ever be apart.” </li></ul>
  30. 45. MEANING-MAKING Case Study: NBC’s Heroes 360 Experience
  31. 46. http://heroeswiki.com/images/0/0e/Hanas_messages.jpg
  32. 49. MEANING-MAKING Case Study: NBC’s Heroes 360 Experience
  33. 50. MEANING-MAKING Case Study: NBC’s Heroes 360 Experience
  34. 52. MEANING-MAKING Case Study: NBC’s Heroes 360 Experience <ul><li>6 million page views/week </li></ul><ul><li>27 million video downloads in first 8 weeks </li></ul><ul><li>200,000+ “real-world” subscribers </li></ul>
  35. 56. <ul><li>“ We know what really makes people happy: It is </li></ul><ul><li>to have good relationships with other human beings , </li></ul><ul><li>to do work you like </li></ul><ul><li>and to be a contributing member of some community .” </li></ul><ul><li>– psychologist Stephen Peterson, University of Michigan </li></ul>
  36. 57. Invitation Graphic Goes Here
  37. 58. 10 Super Powers of Networked Gamers -- or, 10 Ways to Turn Audiences into Players <ul><li>Mobbability Open Authorship </li></ul><ul><li>Influency Emergensight </li></ul><ul><li>Ping Quotient Longbroading </li></ul><ul><li>Multi-Capitalism Cooperation Radar </li></ul><ul><li>Protovation Signal/Noise Management </li></ul>
  38. 59. Mobbability <ul><li>the ability to perform real-time work in large groups </li></ul><ul><li>a talent for organizing and collaborating with many people simultaneously </li></ul>
  39. 60. Influency <ul><li>the ability to be persuasive in multiple social contexts and media spaces </li></ul>
  40. 61. Ping Quotient <ul><li>measures your responsiveness to other people’s requests for engagement, your propensity and ability to reach out to others in a network </li></ul>
  41. 62. Multi-Capitalism <ul><li>fluency in working with and negotiating alternate capitals </li></ul><ul><li>natural, intellectual, social, financial, human, e.g. </li></ul>
  42. 63. Protovation <ul><li>fearless experimentation in rapid, iterative cycles </li></ul><ul><li>understanding that failure is fun </li></ul>
  43. 64. Open Authorship <ul><li>ease and savvy in creating content for “open consumption” – through peer 2 peer circulation, citation, and modification </li></ul>
  44. 65. Emergensight <ul><li>ability to prepare for and handle the surprising results and complexity that occur at larger scales </li></ul>
  45. 66. Longbroading <ul><li>thinking in terms of higher level systems, massively multiple cycles, and a much bigger picture </li></ul>
  46. 67. Cooperation Radar <ul><li>the ability to sense, almost intuitively, who would make the best collaborators on a particular task </li></ul>
  47. 68. Signal/Noise Management <ul><li>filtering meaningful info, patterns, and commonalities from massively-multiple streams of data </li></ul>
  48. 69. 10 Super Powers of Networked Gamers -- or, 10 Ways to Turn Audiences into Players <ul><li>Mobbability Open Authorship </li></ul><ul><li>Influency Emergensight </li></ul><ul><li>Ping Quotient Longbroading </li></ul><ul><li>Multi-Capitalism Cooperation Radar </li></ul><ul><li>Protovation Signal/Noise Management </li></ul>
  49. 70. Super-Collaborative SCRABBLE TM <ul><li>A 10 minute experiment to harness your 10 superpowers </li></ul>
  50. 71. Super-Collaborative SCRABBLE TM <ul><li>A 10-minute experiment to harness your 10 superpowers </li></ul>You have 2 minutes each round to join with other players and form as high-scoring a word as possible. If you are not in a word when time is up , you don’t get any points for the round!
  51. 72. Super-Collaborative SCRABBLE TM <ul><li>A 10-minute experiment to harness your 10 superpowers </li></ul>The Question Team has 3 minutes to write a question engaging as many team members as possible. Then, the Answer Team has 2 minutes to write an answer.
  52. 73. 10 Super Powers of Networked Gamers -- or, 10 Ways to Turn Audiences into Players <ul><li>Mobbability Open Authorship </li></ul><ul><li>Influency Emergensight </li></ul><ul><li>Ping Quotient Longbroading </li></ul><ul><li>Multi-Capitalism Cooperation Radar </li></ul><ul><li>Protovation Signal/Noise Management </li></ul>
  53. 74. <ul><li>“ You've opened our eyes and infected our minds with realities and possibilities.” – a super gamer </li></ul>www.slideshare.net/avantgame Can CTAM come and play?

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