Games & Business

In this talk/lecture I discuss the principles of games and how games can be applied in different business contexts. I discuss both the advantages and disadvantages of the use of games in this context and the trends for the future.
This talk was given to pre-sessional students (mostly Chinese students applying for a masters degree) in 2018 at the University of Southampton.

Transcript

1. GAMES & BUSINESS DR VANISSA WANICK
2. WELCOME 欢迎 University of Southampton Winchester School of Art
3. NICE TO MEET YOU :) Dr Vanissa Wanick v.w.vieira@soton.ac.uk ‣ 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
4. 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
5. TOPICS TOPICS ▸ Reasons for using games in business ▸ Gamification ▸ Advergames ▸ Case studies & examples 7
6. GAMES MARKET IN THE WORLD #1ST CHINA 2.73 BILLION PLAYERS BY 2021 NEW SEGMENTS 8
7. WHAT IS A GAME? 9
8. “A GAME IS A GOAL-DIRECTED AND COMPETITIVE ACTIVITY CONDUCTED WITHIN A FRAMEWORK OF AGREED RULES” Lindley (2003) GAMES 10
9. “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
10. WHY ARE GAMES IMPORTANT? WHEN YOU PLAY GAMES, HOW DO YOU FEEL? THINK & MAKE SOME NOTES 12
11. WHY ARE GAMES IMPORTANT? WHEN YOU PLAY GAMES, HOW DO YOU FEEL? NOW SHARE YOUR NOTES WITH YOUR PEERS. 13
14. 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/
15. “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
16. BRAND EQUITY SIX BUILDING BLOCKS Strategic Brand Management: Building, Measuring, and Managing Brand Equity" by Kevin Lane Keller. © Pearson Education Limited 2013 18
17. “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
19. Datsun 280 ZZZAP, the first videogame for advertising (screenshot from Bogost 2007) 21
20. 22
21. https://www.alistdaily.com/strategy/10-brands-using-games-fan-engagement/ 23
22. ADVERGAMES - IN A NUTSHELL… 24
23. “HOW CAN WE TAKE THOSE FEELINGS FROM GAMES AND APPLY THEM TO REAL- WORLD WORK?” Jane McGonigal - TED talk (2010) REALITY IS BROKEN 25
24. 26
25. https://education.minecraft.net/ COLLABORATION ASSESSMENT SOCIAL LEARNING
26. “GAMIFICATION” IS THE USE OF GAME DESIGN ELEMENTS IN NON-GAME CONTEXTS Deterding et al. (2011) GAMIFICATION 28
27. GAMIFICATION GAMIFICATION = PARTS / GAME = WHOLE Deterding et al. (2011) 29
28. GAMIFICATION AS PSYCHOLOGY IT IS MORE ABOUT PSYCHOLOGY… 30
29. 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
30. 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
32. 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
33. ADVANTAGES & DISADVANTAGES
34. ADVANTAGES engagement loyalty memory positive emotions/ experiences positive brand image
35. 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
36. TRENDS
37. 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
38. 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
39. 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
40. 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
41. 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.
42. THANK YOU VERY MUCH! 谢谢 v.w.vieira@soton.ac.uk @vanissa EMAIL ME IF YOU HAVE ANY QUESTIONS!