The document discusses digital media, games, and gamification. It provides learning outcomes related to understanding games, video game industry basics, and gamification principles. It then covers topics like what defines a game, who plays games, debunking myths about games, and how games can be used for learning. The document also discusses the growth of the video game industry and trends like social and mobile games. Finally, it introduces the concept of gamification and provides examples of how game mechanics can be applied to non-game contexts like marketing and consumer engagement.
1. Digital Media
Games and Gamification
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2. Learning Outcomes
Students should be able to:
• read, watch, and filter autonomous information about gamification
• understand what defines a game
• understand basics of video game industry
• understand what gamification and its principals are
• apply gamification to the marketing problems
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3. YES
Laptops. Smartphones. Social Media.
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Philip Toledano
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4. YES
NO
Laptops. Smartphones. Social Media.
Work. Emails.
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5. YES
NO
MUST
Laptops. Smartphones. Social Media.
Work. Emails.
Comfort. Creativity. Opinions.
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6. So, do you follow a strict flat-screen diet?
laptop.
game console.
iphone.
tablet.
internet contract.
facebook.
whatsapp.
twitter.
linkedin.
xing.
foursquare.
gta v.
call of duty.
tetris.
draw something.
angry birds.
candy crush.
clash of clans.
limbo.
temple run.
minecraft.
desert bus.
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8. HANDS UP!
Players form a group of 4-5 people.
Each player lifts one hand up.
Player one starts and indicates another player.
The player, who is indicated, looses a finger.
The turn moves to the next player (clockwise).
The winner is the last finger standing.
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10. What is a Game?
Goal.
Rules.
Feedback.
Voluntary participation.
(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)
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11. What is a Game?
Playing a Game is the voluntary attempt to overcome
unnecessary obstacles.
(McGonigal, J., Reality is broken: Why Games Make Us Better and How They Can Change the World, The Penguin Books, 2011)
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12. What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
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13. What is a Game?
Extrinsic Motivation. Intrinsic Motivation.
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14. Who is playing games?
Games are for kids.
35
Average age
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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15. Myth or Fact?
31
Gamers under 18.
Seriously?
%
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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16. Myth or Fact?
80
are
pu
rc
ha
sed
by
ad
ul t
s.
Games make kids violent.
Ga
me
s
%
http://www.theesa.com/facts/pdfs/ESA_EF_2013.pdf
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17. Fact!
As video games have become more popular in the U.S., violent
crime has decreased dramatically, particularly among youth.
(U.S. Dept. of Justice - Federal Bureau of Investigation, Preliminary Annual Crime Stats, 2012; The NPD Group, Inc./Retail Tracking, 2012)
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18. Myth or Fact?
10K
hours of gameplay by 21.
Games are waste of time.
http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world.html
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19. Learning with Games
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22. Video Games and the Luden Revolution
http://popchartlab.com/products/the-evolution-of-video-game-controllers
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23. Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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24. Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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25. Video Games and the Luden Revolution
$500
$373
$285
IN 1 DAY
IN 10 DAYS
IN 10 DAYS
MILLION
MILLION
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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MILLION
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26. Video Games and the Luden Revolution
$800
$373
$285
IN 1 DAY
IN 10 DAYS
IN 10 DAYS
MILLION
MILLION
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MILLION
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27. Video Games and the Luden Revolution
$1000 $373
MILLION
IN 1 DAY
MILLION
IN 10 DAYS
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$285
MILLION
IN 10 DAYS
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28. Video Games and the Luden Revolution
http://news.xbox.com/2013/05/x360-aaron-greenberg-industry-growth
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32. Candy Crush Saga (2012)
Candy Crush Saga is a match-three puzzle video game released by the
developer King. The game, played mostly on mobile phones, has been
downloaded more than 500 million times, counts 282 million active
players per month and takes in an estimated $901,505 per day.
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33. Social games
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rld
wo n
e
th atio
of ul
1% pop
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34. Games are designed to trigger our intrinsic motivation.
This can lead to an addiction.
Facing this problem, the game industry and researchers
started to study the phenomenon.
Result: They set up a process to design games from the scratch,
managing intrinsic motivation and addictive game elements.
As a side effect: Gamification.
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36. What is Gamification?
Gamification is the integration of Game Mechanics
in non-game environments to increase audience
engagement, loyalty and fun.
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37. Institut für Wirtschaftsinformatk / Institut Visuelle Kommunikation – Safak Korkut
http://fold.it/portal/
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Gamification, the process of applying the psychological
and sociological factors that drive intense game play
to consumer measurement, enables us to understand
the thought process behind consumers’ willingness
to participate in and comply with consumer behavior
and attitude measurement tasks.
http://web.fhnw.ch/plattformen/blogs/gamifyu/2013/08/07/gamification/
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42. Marketing Strategies with Gamification
- Increase in the frequency of purchase
- Boost the value per purchase
- Encourage usage of a new sales channel
- Drive new product/service adoption
- Perform consumer profiling
- Conduct new customer acquisition
- Obtain feedback
- Upsell/cross-sell
http://www.mobilemarketer.com/cms/opinion/columns/10671.html
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43. Nike Plus app
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44. Nike Plus Universe
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