Brian Fine - Festival of NewMR - 2010

Speaker: Brian Fine, CEO, Australia Online Research, Australia
Part:1 Session:1 Convenor: Greg Coops Chair: Jeffrey Henning Time: 2:12am to 2:37am (GMT/London)
“SERIOUS
GAMES”
HAS
A
PLACE

IN
FUTURE
MR?

Presented
by
Brian
Fine

CEO,
Australia
Online
Research
&

Chairman,
Quality
Online
Research

Australia:
(+612)
9416
5529

brian.ﬁne@australiaonlineresearch.com

www.australiaonlineresearch.com

www.qor.com.au

WHAT
AM
I
COVERING
TODAY?

  What are they?
  How do Serious Games Relate to MR?
  What are the benefits?
  Some Examples
  Issues in Implementing Serious Games
  Conclusions & The Future

WHY
ARE
WE
TALKING
ABOUT
GAMES?

  MR major asset - willing, accessible customers!
  Response rates dropping
  Growth methodology, - but issues with retention
  Quality issues!
  Make it “fun”!!

SOME
PROGRESS?

  Researchers - limited knowledge outside the MR box
  Some researchers developed ‘user-friendly’ formats
  Flash used
  Pictures inserted
  Vision Critical started as a gaming company

TIME
TO
LOOK
‘OUTSIDE
THE
BOX’

AND
PUSH
OUR
BOUNDARIES

  Need to fix:
- Participation rates
- Engagement and attention to questions
- Completion rates
- Online panelist retention
  Serious Games a solution?

A serious game is a game designed for a primary purpose other than pure
entertainment. The "serious" adjective is generally used to refer to products
utilised by industries like defence, education, scientific exploration, health care,
emergency management, city planning, engineering, religion, and politics.
Wikipedia Definition
http://en.wikipedia.org/wiki/Serious_games
WHAT
ARE
SERIOUS
GAMES?

Game: “a physical or mental contest, played according to specific rules, with the
goal of amusing or rewarding the participant.”
Serious Game: “a mental contest, played with a computer in accordance with
specific rules that uses entertainment to further Government or corporate training,
education, health, public policy and strategic communication objectives”.
Mike Zyda
2005 article in IEEE computer entitled “From Visual Simulation to Virtual Reality to Games”
WHAT
ARE
SERIOUS
GAMES?

OTHER
THEORIES

  “Persuasive Games” – Ian Bogost
  “Smart Gaming” – Jeffrey R. Young
  “Advergame” (Use of games in advertising)
  “Edutainment” (Combination of education and entertainment)

Ian Bogost
Dr. Ian Bogost is a videogame
designer, critic, and
researcher.
Noah Falstein
Experience in computer games industry
since 1980. Best known for works on
Lucasfilm Games such as Indiana
Jonas & the Last Crusade. Now is a
freelance game designer & producer.
Lee Sheldon
Lee Sheldon is a game
designer, book author, and
television producer and
scriptwriter.
SOME
SERIOUS
GAMES
PERSONALITIES

SAMPLE
  Participation levels
  Representativeness
  Young respondents?
  Response rate
  Panel retention
  Panels v ‘RIVERS’
QUALITY
  Completion
  Accuracy (Focus)
  Validity
‘BIG
ISSUES’
IN
ONLINE
MR
TODAY

  Respondent ‘engagement’ / ‘involvement’
  Fun.
  Focus
  Validity
  Panelist retention
  Increased participation and response rates
BENEFITS
OF
SERIOUS
GAMES
TO
MR

Raph Koster in his book “A Theory of Fun”, says:-
  Kids learn by mistakes
  Brain fills in blanks
  Games are puzzles
  Playing - exercises your brain
  Play until you master it
  Once mastered - becomes boring
  Real Fun comes from challenges
WHAT
MAKES
GAMES
FUN?

  Some people are more visual
  Others more verbal
  IQ tests do not measure all forms of intelligence
  Howard Gardiner says there are seven forms:
1.  Linguistic
2.  Logical – mathematical
3.  Bodily – kinaesthetic
4.  Spatial
5.  Musical
6.  Interpersonal
7.  Intrapersonal (internally directed, self motivated)
Reference: Raph Koster – “A Theory of Fun”
DIFFERENT
FUN
FOR
DIFFERENT
FOLKS

  Some games:
- Teach you to explore
- Teach you to aim precisely
- Teach you to do a task faster
- Teach you to do a task more thoroughly
  People usually play games they are good at
Reference: Raph Koster – “A Theory of Fun”
DIFFERENT
GAMES

  For education & training
  For motivation building
  To train in specialist skills (surgeons, defence force, etc)
WHEN
ARE
SERIOUS
GAMES
USED
IN
COMMERCE?

  A virtual world
  Each participant creates an Avatar to participate
  Avatars can look like you or totally different, aspirational or quirky
  Companies entered Second Life, advertising and selling products and
services – some real money was made and spent
  Research was carried out with Second Life citizens
GETTING
THE
FEEL
–
SECOND
LIFE

Second Life –
A Guide for Residents

Second Life –
An Avatar shows how you wish
to be portrayed.

Second Life –
A realistic Avatar.

  Darfur is Dying
  Peacemaker
  Foldit
  America’s Army
  Re-Mission
  My Spanish Coach
GETTING
THE
FEEL
–
SOME
GAMES

Darfur is Dying
Online game that simulates life in Darfur refugee camp

Peacemaker
Simulation of Middle East

Foldit
Protein Folding – Puzzle game where results can be used in real science.

America’s Army
Developed by US Army to drive interest in recruitment.

Re-Mission
To encourage cancer patients to adhere to treatments.

My Spanish Coach
Interactive “fun” learning.

  A model for predicting “winners”
- can be products, advertising, concepts or brands
  Famous examples include:-
- Betfair (world’s largest internet betting exchange)
- Intrade (variety of contracts – not sports)
- Iowa Electronic Markets (electronics)
- Trade Sports (Sporting events)
- The simExchange (video game stocks)
- Hollywood Stock Exchange (actors, directors, films)
- News Futures (collective intelligence for forecasting)
- Industry Standards (technology industry prediction market)
- Bet2Give (charity prediction market)
- Hubdub (future events)
PREDICTION
MARKETS

  Involvement
  Interaction
  Creativity
  Motivation
  Sense of Community
  Achievement
  Challenge
  Learning
CONSUMER
BENEFITS

  Strategy?
  Avatar?
  Benefits of playing?
  Progressive integration with questionnaire?
  Rewards?
  Personal score – to be bettered next time?
AN
EXAMPLE
OF
HOW
IT
MAY
WORK

Key Elements
  Puzzle?
  Prizes?
  Accumulation of status?
  Interaction and fun?
  Training process for choice model and best/worst studies
USE
IN
MR
QUESTIONNAIRE

Some devices:
  Personal Avatar
  Provides Credits as one completes questionnaire – leading to bronze
medal on completion
  Bronze medal to be acknowledged on next survey
  2 bronze medals = 1 silver
  2 silver = 1 gold
  2 gold = platinum
USE
IN
MR
QUESTIONNAIRE
(2)

Visuals
  Personalised choice of colours
  Own Avatar
  Change screens, use pictures
  Use visuals sorting / selecting brands and words
  Drop boxes
USE
IN
MR
QUESTIONNAIRE
(3)

  Type of game – different interests, different IQ’s
  Creativity?
  Scaleable?
  Boredom = Updating / Replacing?
  Relevance to all surveys?
  Profile of those that “play”?
  Weighting?
ISSUES
IN
IMPLEMENTING
INTO
MR

  Evident that entertainment can lead to involvement, focus and retention
of panelists
  Opportunity to learn from disciplines outside of MR
  Games are being applied to commerce in training, education,
communication and advertising
  Why not in MR?
  A lot of work to test and implement:-
- Consumer needs & interests
- Differing IQ’s
- Measuring bias it introduces
- Measuring benefits
- Impact on results of good v mediocre ‘games’
- Weighting implication
CONCLUSIONS

SOME
PROGRESS
IS
BEING
MADE

SOME
PROGRESS
IS
BEING
MADE
(cont…)

  ‘Serious Games’ can provide a solution
  To do it properly will take time
  To integrate it into the MR culture and methodologies will be at a cost
  New skill sets and resources will be required
  A niche group of researchers will address it, and solve some of the
industry’s issues with increased:
- Recruitment levels
- Participation levels
- Involvement, engagement and focus
- Validity and richness of response
- Retention of panels
THE
FUTURE

Q
&
A

Brian
Fine
and
Jeﬀrey
Henning

Presented
by
Brian
Fine

CEO,
Australia
Online
Research
&

Chairman,
Quality
Online
Research

Australia:
(+612)
9416
5529

brian.ﬁne@australiaonlineresearch.com

www.australiaonlineresearch.com

www.qor.com.au

Brian Fine - Festival of NewMR - 2010

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Brian Fine - Festival of NewMR - 2010