GAMES & BUSINESS DR VANISSA WANICK

WELCOME 欢迎 University of Southampton Winchester School of Art

NICE TO MEET YOU :) Dr Vanissa Wanick [email protected] ‣ PhD Games Design, MBA Marketing, ‣ BA Design
 ‣ More than 8 years of experience in the Design Industry ‣ 2 years teaching at the University of Southampton ‣ More than 20+ publications in the area of games research ‣ Teaching: Year 1 Games Design & PAS1,2 Design Management https://www.southampton.ac.uk/wsa/about/staff/vwv1n12.page? 3

LEARNING OUTCOMES AT THE END OF THIS SESSION, YOU SHOULD BE ABLE TO: ▸ 1 - Identify the main applications of games in business contexts ▸ 2 - Discuss the influence of games in business contexts 6

TOPICS TOPICS ▸ Reasons for using games in business ▸ Gamification ▸ Advergames ▸ Case studies & examples 7

GAMES MARKET IN THE WORLD #1ST CHINA 2.73 BILLION PLAYERS BY 2021 NEW SEGMENTS 8

WHAT IS A GAME? 9

“A GAME IS A GOAL-DIRECTED AND COMPETITIVE ACTIVITY CONDUCTED WITHIN A FRAMEWORK OF AGREED RULES” Lindley (2003) GAMES 10

“A GAME IS A SYSTEM IN WHICH PLAYERS ENGAGE IN AN ARTIFICIAL CONFLICT, DEFINED BY RULES, THAT RESULTS IN A QUANTIFIABLE OUTCOME” Salen and Zimmerman (2004) GAMES 11

WHY ARE GAMES IMPORTANT? WHEN YOU PLAY GAMES, HOW DO YOU FEEL? THINK & MAKE SOME NOTES 12

WHY ARE GAMES IMPORTANT? WHEN YOU PLAY GAMES, HOW DO YOU FEEL? NOW SHARE YOUR NOTES WITH YOUR PEERS. 13

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WHY ARE BRANDS USING GAMES? BRANDS USING GAMES “MORE THAN ANY OTHER MARKETING OUTREACH METHOD, GAMES ENCOURAGE ONGOING ENGAGEMENT” https://www.alistdaily.com/strategy/10-brands-using-games-fan-engagement/

“WHILE MARKETERS INSTIGATE THE BRANDING PROCESS, IT IS THE BUYER WHO FORMS A MENTAL PICTURE OF THE BRAND” Leslie De Chernatony, Creating Powerful Brands (2010) BRANDS 17

BRAND EQUITY SIX BUILDING BLOCKS Strategic Brand Management: Building, Measuring, and Managing Brand Equity" by Kevin Lane Keller. © Pearson Education Limited 2013 18

“ADVERGAMES ARE GAMES WHOLLY PARTIALLY OR AT LEAST TO SOME DEGREE DESIGNED TO CARRY A MESSAGE DESIGNED TO PERSUADE THE PLAYER TO CHANGE A BEHAVIOUR IN THE WORLD” Svahn (2005) ADVERGAMES

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Datsun 280 ZZZAP, the first videogame for advertising (screenshot from Bogost 2007) 21

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https://www.alistdaily.com/strategy/10-brands-using-games-fan-engagement/ 23

ADVERGAMES - IN A NUTSHELL… 24

“HOW CAN WE TAKE THOSE FEELINGS FROM GAMES AND APPLY THEM TO REAL- WORLD WORK?” Jane McGonigal - TED talk (2010) REALITY IS BROKEN 25

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https://education.minecraft.net/ COLLABORATION ASSESSMENT SOCIAL LEARNING

“GAMIFICATION” IS THE USE OF GAME DESIGN ELEMENTS IN NON-GAME CONTEXTS Deterding et al. (2011) GAMIFICATION 28

GAMIFICATION GAMIFICATION = PARTS / GAME = WHOLE Deterding et al. (2011) 29

GAMIFICATION AS PSYCHOLOGY IT IS MORE ABOUT PSYCHOLOGY… 30

EXAMPLES https://www.bunchball.com/customers/gamification-success-stories SAP Community Network Contributors are awarded points whenever other members rate their content with 4 or 5 stars or “like” the content in the system. This helps offset the behaviour of some people to “game” the system by flooding the community with low-value content just to get points. 31

A SMALL LIST… LIST OF EXAMPLES AND STATS ▸ SAP: The SAP Community Network regamified its already-mature reputation system, increasing usage by 400% and community feedback by 96% ▸ Spotify and Living Social: replaced annual reviews with a mobile, gamified solution with over 90% of employees participating voluntarily ▸ Deloitte: training programs that are gamified took 50% less time to complete and massively improved longterm engagement ▸ Microsoft: obtained 16x more feedback by people through its Communicate Hope gamified system https://yukaichou.com/gamification-examples/gamification-stats-figures/ 32

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ADVANTAGES & DISADVANTAGES CRITICISM ▸ “I realize that gamification is the easy answer for deploying a perversion of games as a mod marketing miracle.” - Ian Boost, games scholar http://bogost.com/writing/exploitationware/ 34

ADVANTAGES & DISADVANTAGES

ADVANTAGES engagement loyalty memory positive emotions/ experiences positive brand image

DISADVANTAGES could be negative and promote a negative brand image could make people do things they don’t want to do can be a “fad” can become boring

TRENDS

AUGMENTED AND VIRTUAL REALITY THE “AR GAMING MARKET” IS EXPECTED TO REACH $284.93 BILLION BY 2023 https://www.marketingweek.com/2017/10/26/mobile-game-snatch-talks-competing-with-pokemon-go/ 39

AUGMENTED AND VIRTUAL REALITY https://www.inc.com/james-paine/10-brands-already-leveraging-power-of-augmented-reality.html https://digiday.com/marketing/ikea-using-augmented-reality/ 40

SUMMARY ▸ Main applications of games in business contexts involve employee engagement, training and marketing ▸ Games are systems composed by goals and rules that evoke emotions and can change people’s behaviour ▸ Games can make people feel emotionally attached to a product / brand loyalty ▸ Gamification is about psychology ▸ Advergames are advertising in form of games and have been used for a long time ▸ Advantages: memory, positive emotions, engagement ▸ Disadvantages: if done wrong, it can create a negative brand image ▸ Challenges: keep people interested for a long time; “exploitationware” ▸ Trends: augmented reality and virtual reality 41

REFERENCES ▸ https://www.statista.com/statistics/748044/number-video-gamers- world/ ▸ https://newzoo.com/insights/articles/newzoo-2017-report-insights- into-the-108-9-billion-global-games-market/ ▸ https://www.reuters.com/brandfeatures/venture-capital/article? id=12766 ▸ https://newzoo.com/insights/trend-reports/newzoo-global-games- market-report-2018-light-version/ ▸ https://newzoo.com/insights/infographics/china-games-market-2018/ ▸ https://education.minecraft.net/wp-content/uploads/ MEE_SEL_Case_Studies.pdf

REFERENCES ▸ Deterding, S., Dixon, D., Khaled, R. and Nacke, L., 2011, September. From game design elements to gamefulness: defining gamification. In Proceedings of the 15th international academic MindTrek conference: Envisioning future media environments (pp. 9-15). ACM. ▸ Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing perspective. In Proceeding of the 16th international academic MindTrek conference (pp. 17-22). ACM. ▸ Hamari, J., Koivisto, J. and Sarsa, H., 2014, January. Does gamification work?--a literature review of empirical studies on gamification. In 2014 47th Hawaii international conference on system sciences (HICSS) (pp. 3025-3034). IEEE. ▸ Koivisto, J. and Hamari, J., 2014. Demographic differences in perceived benefits from gamification. Computers in Human Behavior, 35, pp.179-188. ▸ Wanick Vieira, V., 2017. A framework for cross-cultural advergame design: a comparison between Brazil and the UK(Doctoral dissertation, University of Southampton). ▸ Wanick, V., Stallwood, J., Ranchhod, A. and Wills, G., 2018. Can visual familiarity influence attitudes towards brands? An exploratory study of advergame design and cross-cultural consumer behaviour. Entertainment Computing, 27, pp.194-208. ▸ Svahn, M., 2005, November. Future-proofing advergaming: a systematisation for the media buyer. In Proceedings of the second Australasian conference on Interactive entertainment(pp. 187-191). Creativity & Cognition Studios Press. ▸ Terlutter, R. and Capella, M.L., 2013. The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), pp.95-112.

THANK YOU VERY MUCH! 谢谢 [email protected] @vanissa EMAIL ME IF YOU HAVE ANY QUESTIONS!