Series of case studies to present a different approach to game as marketing tools. Games could be more than entertainment: as lenses to read and reasoning upon several serious and real themes, they represent an unprecedented chance to design meaningful experiences for brands even beyond points and badge. Master In Brand Communication at PoliMi, Politecnico Milano, Italy

1. G A M E S B E YO N D
E N T E R T A I N M E N T
O ve r v i ew O n M e a n i n g f u l E x p e r i e n ce D e s i g n
M a ste r I n B ra n d C o m m u n i c a t i o n 2 0 1 4/ 1 5 | P o l i . D e s i g n
1 3/0 1 /2 0 1 5 | M i l a n , I t a l y

2. ST A T E O F G A M E S
A s Fo r 2 0 1 4

3. The PlayStation®4 system opens the door to
an incredible journey through immersive new
gaming worlds and a deeply connected
gaming community. PS4™ puts gamers first
with an astounding launch lineup and over
180 games in development. Play amazing
top-tier blockbusters and innovative indie
hits on PS4™. Developer Inspired, Gamer
Focus.
HOME CONSOLES
Sony Ps4

4. To get the greatest graphics performance
out of the A8 chip and iOS 8, we introduced
Metal — a new technology that lets
developers create highly immersive console-
style games on iPhone. Metal is optimized to
allow the CPU and GPU to work together to
deliver detailed graphics and complex visual
effects. So every imaginary world you visit
will feel much more realistic.
HANDHELD
CONSOLES
Apple iPhone 6

5. Joel, a ruthless survivor with few moral lines
left to cross, lives in one of the last remaining
Quarantine Zones. These walled-off,
oppressive cities are run by what’s left of the
military. Despite the strict martial law, Joel
operates in the black market of the city,
smuggling contraband for the right price.
Joel is asked by a dying friend to look after
Ellie, a fourteen-year-old girl …
NEW IPs
The Last of US

6. Race upside-down and along walls on anti-
gravity tracks in the most action-fueled
Mario Kart™ game yet! Take on racers across
the globe and share videos of your greatest
moments via Mario Kart TV. Driving up a
waterfall or across the ceiling can provide an
intense adrenaline rush, but that’s not all
anti-gravity is good for. It also provides a wild
new gameplay mechanic …
SEQUELS
Mario Kart 8

7. Joel, a ruthless survivor with few moral lines
left to cross, lives in one of the last remaining
Quarantine Zones. These walled-off,
oppressive cities are run by what’s left of the
military. Despite the strict martial law, Joel
operates in the black market of the city,
smuggling contraband for the right price.
Joel is asked by a dying friend to look after
Ellie, a fourteen-year-old girl …
PORTS & REBOOTS
The Last of US

8. W H A T I S A G A M E ?
P r i ze s A va i l a b l e
A t te n t i o n : A c a d e m i c co n te n t s a h e a d . P ro ce e d a t yo u r ow n r i s k .

9. –Bernard Suits
“To play a game is to attempt to achieve a specific state of
affairs [prelusory goal], using only means permitted by rules
[lusory means], where the rules prohibit use of more
efficient in favour of less efficient means [constitutive rules],
and where the rules are accepted just because they make
possible such activity [lusory attitude].”

10. –Eric Zimmerman
“A game is a system in which players engage in an artificial
conflict, defined by rules, that results in a quantifiable
outcome.”

11. –Jesper Juul
“A game is a rule-based system with a variable and
quantifiable outcome, where different outcomes are
assigned different values, the player exerts effort in order to
influence the outcome, the player feels emotionally
attached to the outcome, and the consequences of the
activity are negotiable.”

12. “[Video] games are a mess.”
–Ian Bogost

14. –Mary Flanagan
“means to create or occupy play environments and
activities that represent one or more questions about
aspects of human life […] characterized by a careful
examination of social, cultural, political, or even personal
themes that function as alternates to popular play spaces.
[…] games [are] “situations with guidelines and
procedures” (p. 7) and as “social technologies” (p. 9).”

15. W H A T I S A G A M E FO R ?
Wh o S a i d “ E n te r t a i n m e n t ” ?

16. G A M E S A S L E N S E S TO…
D e s i g n Fo r M e a n i n g f u l E x p e r i e n ce s

18. … R E A D P O L I T I C S
R i s i n g A wa re n e ss A b o u t S o c i a l I s s u e s

19. O I L I G A R C H Y
N ow Yo u C a n B e Th e P ro t a g o n i st O f Th e P e t ro l e u m E ra :
E x p l o re A n d D r i l l A ro u n d Th e Wo r l d , C o r r u p t P o l i t i c i a n s ,
S to p A l te r n a t i ve E n e rg i e s A n d I n c re a s e Th e O i l A d d i c t i o n . B e
S u re To H ave F u n B e fo re Th e Re s o u rce s B e g i n To D e p l e te.

20. F A I T H
F I G H T E R S
Fa i t h F i g h te r I s Th e U l t i m a te F i g h t i n g G a m e Fo r Th e s e D a r k
Ti m e s . C h o o s e Yo u r B e l i e f A n d K i c k Th e S h i t O u t O f Yo u r
E n e m i e s . G i ve Ve n t To Yo u r I n to l e ra n ce ! Re l i g i o u s H a te H a s
N eve r B e e n S o M u c h F u n .
G o To Fa i t h F i g h te r s 2

21. E N D G A M E :
SY R I A
E n d g a m e Sy r i a I s A F re e I n te ra c t i ve E x p l o ra t i o n O f Eve n t s
U n fo l d i n g I n Sy r i a To d ay. I t I s A N ews - G a m e ; A S i m u l a t i o n
Th a t U s e s I n te ra c t i v i t y To E x p l o re A Re a l Wo r l d E ve n t . I t I s
A va i l a b l e Fo r F re e O n I p h o n e, I p a d O r I p o d To u c h A n d I s
A l s o O n A n d ro i d O r A s A H t m l 5 G a m e ( S e e A b ove Fo r
L i n k s) .
D eve l o p e d I n A ro u n d Two We e k s , Th e G a m e A l l ows U s e r s To
E x p l o re Th e O p t i o n s O p e n To Th e Sy r i a n Re b e l s A s Th ey P u s h
Th e C o n f l i c t To I t s E n d g a m e. E a c h C h o i ce Th e U s e r M a ke s
H a s C o n s e q u e n ce s – Th e Ty p e s O f M i l i t a r y U n i t s Yo u M ay
D e p l oy, Th e P o l i t i c a l Pa t h s Yo u C h o o s e To Tre a d . N o t O n l y
D o e s E a c h C h o i ce I m p a c t Th e C u r re n t S i t u a t i o n B u t Yo u r
C h o i ce s M ay A l s o I m p a c t Th e F i n a l O u tco m e. U s e r s C a n P l ay
A n d Re p l ay E ve n t s To S e e H ow D i f fe re n t C h o i ce s O n Th e
G ro u n d M i g h t Le a d To D i f fe re n t O u tco m e s .
G o To E n d g a m e : E u ra s i a

22. J OY F U L
E X E C U T I O N S
Wh a t I f A G a m e C o u l d M a ke Yo u A cce p t A ny t h i n g I f Th e
Rewa rd M e c h a n i c s A re G ra t i f y i n g E n o u g h?
Wh a t I f Yo u Wo u l d A c t u a l l y E n j oy P l ay i n g “J oy f u l
E xe c u t i o n s ” , D e s p i te Th e To p i c?
H e re ’s Th e I d e a Fo r A c h i ev i n g Th i s :
[ … ]
I n S u m m a r y “J oy f u l E xe c u t i o n s ” I s S u p p o s e d To B e A C u r i o u s
C o m m e n t a r y O n D i st u r b i n g R e a l i t i e s Th a t N e e d A wa re n e ss
A n d A d d re ss i n g . Th e G a m e I s A l s o A n E xa m p l e O f Wh a t
Vi d e o G a m e s C a n B e A n d Wh a t G a m e s A s A M e d i u m C a n B e
U s e d Fo r ( Fo r B e t te r O r Wo r s e) .

23. T H E P H O N E
STO RY
P h o n e S to r y I s A G a m e Fo r S m a r t p h o n e D ev i ce s Th a t
A t te m p t s To P rovo ke A C r i t i c a l Re f l e c t i o n O n I t s O w n
Te c h n o l o g i c a l P l a t fo r m . U n d e r Th e S h i ny S u r fa ce O f O u r
E l e c t ro n i c G a d g e t s , B e h i n d I t s P o l i s h e d I n te r fa ce, H i d e s Th e
P ro d u c t O f A Tro u b l i n g S u p p l y C h a i n Th a t S t re tc h e s A c ro ss
Th e G l o b e. P h o n e S to r y Re p re s e n t s Th i s P ro ce ss Wi t h Fo u r
Ed u c a t i o n a l G a m e s Th a t M a ke Th e P l aye r Sy m b o l i c a l l y
C o m p l i c i t I n C o l t a n E x t ra c t i o n I n C o n g o, O u t s o u rce d L a b o r I n
C h i n a , E -Wa ste I n Pa k i st a n A n d G a d g e t C o n s u m e r i s m I n Th e
We st .
Ke e p P h o n e S to r y O n Yo u r D ev i ce A s A Re m i n d e r O f Yo u r
I m p a c t . A l l O f Th e R eve n u e s R a i s e d G o D i re c t l y To Wo r ke r s '
O rg a n i z a t i o n s A n d O t h e r N o n - P ro f i t s Th a t A re Wo r k i n g To
S to p Th e H o r ro r s Re p re s e n te d I n Th e G a m e.

24. P A P E R S ,
P L E A S E
C o n g ra t u l a t i o n s .
Th e O c to b e r L a b o r Lo t te r y I s C o m p l e te. Yo u r N a m e Wa s P u l l e d .
Fo r I m m e d i a te P l a ce m e n t , Re p o r t To Th e M i n i st r y O f A d m i ss i o n
A t G re s t i n B o rd e r C h e c k p o i n t .
A n A p a r t m e n t Wi l l B e P rov i d e d Fo r Yo u A n d Yo u r Fa m i l y I n E a st
G re s t i n . E x p e c t A C l a ss - 8 D we l l i n g .
G l o r y To A r sto t z ka
Th e C o m m u n i s t S t a te O f A r sto t z k a H a s J u st E n d e d A 6 -Ye a r
Wa r Wi t h N e i g h b o r i n g Ko l e c h i a A n d Re c l a i m e d I t s R i g h t f u l H a l f
O f Th e B o rd e r Tow n , G re st i n .
Yo u r J o b A s I m m i g ra t i o n I n s p e c to r I s To C o n t ro l Th e F l ow O f
P e o p l e E n te r i n g Th e A r sto t z ka n S i d e O f G re st i n F ro m Ko l e c h i a .
A m o n g Th e Th ro n g s O f I m m i g ra n t s A n d Vi s i to r s Lo o k i n g Fo r
Wo r k A re H i d d e n S m u g g l e r s , S p i e s , A n d Te r ro r i st s .
U s i n g O n l y Th e D o c u m e n t s P rov i d e d B y Trave l e r s A n d Th e
M i n i st r y O f A d m i ss i o n ' s P r i m i t i ve I n s p e c t , S e a rc h , A n d
F i n g e r p r i n t Syste m s Yo u M u st D e c i d e Wh o C a n E n te r A r sto t z ka
A n d W h o Wi l l B e Tu r n e d A way O r A r re ste d .

25. … R E A D S O C I E T Y
To o l s Fo r S o c i a l G o o d

26. S LOW
G A M E S
S l ow G a m e s A re P hys i c a l Vi d e o G a m e s Wi t h A Ve r y Low
F re q u e n c y O f I n te ra c t i o n : O n e M ove A D ay.
Th e G a m e s A re B a s e d O n C l a ss i c Vi d e o G a m e s ( M a r i o, P o n g ,
E tc) . B y R e d u c i n g Th e Fe e d b a c k Lo o p To A F re q u e n c y O f A
D ay, Th e G a m e s Ta ke A N ew P e r s p e c t i ve A n d Th e S k i l l s
Re q u i re d To M a ke P ro g re ss A re R a d i c a l l y D i f fe re n t . Wh i l e
Tra d i t i o n a l Vi d e o G a m e s R e q u i re G o o d H a n d - Eye
C o o rd i n a t i o n A n d C o n ce n t ra t i o n , S l ow G a m e s C h a l l e n g e O u r
M e m o r y, C a p a c i t y O f O b s e r va t i o n A n d Pa t i e n ce.
Th i s P ro j e c t I s Pa r t O f A L a rg e r P i e ce O f Re s e a rc h - A S e r i e s
O f P e r s o n a l O b j e c t s Th a t R e f l e c t O n H ow We U s e Te c h n o l o g y
To d ay. S l ow G a m e s S t a r te d A s A n E x p l o ra t i o n O n Th e To p i c
O f I m m e d i a c y - Th e Fa st R e a c t i o n We D e m a n d O f Te c h n o l o g y
I n Re s p o n d To O u r R e q u e st s , A n d Th e C o n s e q u e n t Fa st Pa ce
Te c h n o l o g y I n st i l l s I n U s . Vi d e o G a m e s S e e m e d To B e A n
I d e a l M e d i u m , B e i n g A F i e l d Wh e re Re a c t i o n Ti m e I s Ty p i c a l l y
C r i t i c a l , B o t h Fo r Th e Te c h n o l o g y A n d Th e P l aye r.

27. L I T T L E
I N F E R N O
C o n g ra t u l a t i o n s O n Yo u r N ew L i t t l e I n fe r n o E n te r t a i n m e n t
F i re p l a ce ! Th row Yo u r Toys I n to Yo u r F i re, A n d P l ay Wi t h
Th e m A s Th ey B u r n . S t ay Wa r m I n Th e re . I t ' s G e t t i n g C o l d
O u t s i d e !
B u r n F l a m i n g Lo g s , S c re a m i n g Ro b o t s , C re d i t C a rd s ,
B a t te r i e s , E x p l o d i n g F i s h , U n st a b l e N u c l e a r D ev i ce s , A n d Ti ny
G a l a x i e s . A n A d ve n t u re Th a t Ta ke s P l a ce A l m o st E n t i re l y I n
F ro n t O f A F i re p l a ce - A b o u t L o o k i n g U p U p U p O u t O f Th e
C h i m n ey, A n d Th e C o l d Wo r l d J u st O n Th e O t h e r S i d e O f Th e
Wa l l .

28. T H R E E
C I T I E S
Th re e C i t i e s È U n U r b a n G a m e C h e S i È Svo l to I n
C o n te m p o ra n e a A B o l o g n a , Lo n d ra E B a rce l l o n a P e r C re a re
U n D i a l o g o Tra L e C i t t à A t t rave r s o L e I m m a g i n i .
Th re e C i t i e s : P i c Yo u r S to r y H a P ro m o ss o A l l o S te ss o Te m p o
L’e s p l o ra z i o n e D e g l i S p a z i P u b b l i c i C i t t a d i n i , L’ u s o C re a t i vo
D i S m a r t p h o n e E Fo to c a m e re D i g i t a l i , L a Pa r te c i p a z i o n e D e i
C i t t a d i n i A l D i a l o g o I n te rc u l t u ra l e .
I G i o c a to r i D i Th re e C i t i e s : P i c Yo u r S to r y H a n n o U t i l i z z a to
Le P ro p r i e M a cc h i n e Fo to g ra f i c h e E I P ro p r i S m a r t p h o n e P e r
Re a l i z z a re : C o l l a g e L i n g u i st i c i , E s p e r i m e n t i D i Vi a g g i I n A l t re
C i t t à , B rev i S to r y b o a rd I n te r n a z i o n a l i .
A B o l o g n a A l l a C o n c l u s i o n e D e l G i o co È S t a to A l l e st i to U n o
S to r y wa l l , U n o S p a z i o N e l Q u a l e S o n o S t a te E s p o ste Q u a s i I n
Te m p o Re a l e Le Fo to Re a l i z z a te D a i G i o c a to r i D i B o l o g n a ,
Lo n d ra E B a rce l l o n a .

29. $ I B I
A G O N
S i b i Th e P l ay ro o m È U n L a b o ra to r i o D i S p e r i m e n t a z i o n e
L u d i c a E C re a t i va Svo l to s i A d A st i A S e t te m b re 2 0 1 2 . I l
L a b o ra to r i o, O rg a n i z z a to D a l C o l l e t t i vo Pa u l i A cco l a
( S a m u e l e C h e r u b i n i , R i cc a rd o Fa ss o n e, Ro b e r to Fa ss o n e) , H a
P e r m e s s o A O l t re S e t t a n t a G i o c a to r i D i U t i l i z z a re S i b i , U n
S o f t wa re P e r L a G e n e ra z i o n e D i I st r u z i o n i , P e r Re a l i z z a re
A r te fa t t i C re a t i v i ( S c u l t u re, Fo to g ra f i e, Vi d e o, Ecc . ) D a
E s p o r re N e l l a P l ay ro o m .
Lo S p a z i o D i G i o co E ra D i v i s o I n Tre S a l e. N e l l a P r i m a E ra n o
C o n te n u t i I M a te r i a l i U t i l i A l l a Re a l i z z a z i o n e D e g l i A r te fa t t i
C re a t i v i ; L a S e co n d a O s p i t ava I l S o f t wa re E I M a te r i a l i U t i l i
P e r L a P ro g e t t a z i o n e ; L a Te rz a F u n g eva D a G a l l e r i a P e r
L ' e s p o s i z i o n e D e i L avo r i .

30. … R E A D/ E N A B L E P R A C T I C E S
C o - C re a t i ve P ra c t i ce Fo r O p e n O u tco m e s

31. L I T T L E B I G
P L A N E T
J o i n U s Fo r A n E xc i t i n g J o u r n ey F i l l e d Wi t h Th r i l l i n g
A d ve n t u re s , U n i q u e C h a ra c te r s A n d Fa n t a st i c F u n To B e H a d
Wi t h A n Eve r - E x p a n d i n g C o l l e c t i o n O f Leve l s A n d G a m e s
C re a te d B y Th e L i t t l e b i g p l a n e t C o m m u n i t y !
P l ay
[ … ]
C re a te
D u r i n g Yo u r Trave l s Wi t h S a c k b oy, Yo u Wi l l Le a r n H ow To
C re a te I n L i t t l e b i g p l a n e t A n d Wi t h E a c h N ew A d ve n t u re ; Yo u
Wi l l Le a r n Eve n M o re N ew A n d E xc i t i n g Ways To C ra f t Th e
Wo r l d A ro u n d Yo u To C re a te Yo u r Ve r y O w n G a m e s !
S h a re
A f te r Yo u H ave C re a te d Yo u r L a te st M a ste r p i e ce, Yo u C a n
P u b l i s h I t To S h a re I t Wi t h Th e Re st O f Th e C o m m u n i t y. Wh o
K n ows? Yo u M ay H ave E ve n J u st P u b l i s h e d Th e L a te st H i t O n
L i t t l e b i g p l a n e t A n d Yo u r L a te st , G re a te st C re a t i o n s C o u l d
Eve n B e co m e Th e Ta l k O f Th e C o m m u n i t y !

32. M I N E C R A F T
M i n e c ra f t I s A G a m e A b o u t B re a k i n g A n d P l a c i n g B l o c k s . A t
F i r st , P e o p l e B u i l t S t r u c t u re s To P ro te c t A g a i n st N o c t u r n a l
M o n ste r s , B u t A s Th e G a m e G rew P l aye r s Wo r ke d To g e t h e r To
C re a te Wo n d e r f u l , I m a g i n a t i ve Th i n g s .
I t C a n A l s o B e A b o u t A d ve n t u r i n g Wi t h F r i e n d s O r Wa tc h i n g
Th e S u n R i s e O ve r A B l o c ky O ce a n . I t ’s P re t t y. B rave P l aye r s
B a t t l e Te r r i b l e Th i n g s I n Th e N e t h e r, W h i c h I s M o re S c a r y
Th a n P re t t y. Yo u C a n A l s o Vi s i t A L a n d O f M u s h ro o m s I f I t
S o u n d s M o re L i ke Yo u r C u p O f Te a .
G o To B l o c k B y B l o c k
G o To q C ra f t

33. … S O? …
D o n ’ t Wo r r y…We ’ re A l m o s t D o n e …

34. …W H E N
D E S I G N I N G
G A M E S FO R
B R A N DS :
✓ I d e n t i f y A n d Tra n s l a te B ra n d Va l u e s Wi t h
A C r i t i c a l A t t i t u d e
✓ G o B eyo n d P u re E n te r t a i n m e n t ( B u t
D o n ’ t Fo rg e t Yo u N e e d I t To o)
✓ C o m m u n i c a te A M e ss a g e
✓ O f fe r M e m o ra b l e E x p e r i e n ce s B u i l t O n
G a m e s I n n e r N a t u re
✓ S to r i e s A n d R u l e s A re Yo u r B e s t A l l i e s

35. T H A N K YO U
M a ste r I n B ra n d C o m m u n i c a t i o n 2 0 1 4/ 1 5 | P o l i . D e s i g n | M i l a n o
t h e b u t to n s h a p e.co m
@ n rg i g a
G i ova n n i C a r u s o
d o t ve n t i . i t
g a m e j o u r n a l . i t