Playful Wingmen

How to add a layer of gamification on top of the world?

Jerome — Wed, 30 May 2012 14:02:23 +0000

As if he read our article on how game dynamics can create better products and services yesterday, Seth Priebatsch (top chef at SCVNGR) went back in the past and presented his vision of how to add a game layer on top of the world in a 12 minutes TED Talk.

Golden Rule: Everything is a game.

Let's start with a cliche: everything is a game. Your childhood. Your job. Your marriage. Your career. Your life.

Seth digs into the dynamics of games and how they can become so intoxicating that they end up altering our behavior.

4 gaming dynamics that you should learn by heart:

The appointment dynamic (happy hour time).
Levels and status as a motivator (Xbox Live gamer tags).
Sense of progress (LinkedIn, for instance).
Communal discovery: everyone has to work together to solve problems (Digg or the DARPA balloon challenge).

Watch the whole speech below:

How social mechanics can inspire a new kind of marketing

Jerome — Thu, 17 May 2012 22:53:00 +0000

Raphael Koster is a multi-talented game designer and VP Creative Designer at Playdom who one day woke up and decided to produce something awesome: a compilation of 40 social mechanics (in societies and human networks) that apply to social gaming and can serve as interesting brain tease on how to reinvent how we approach marketing and advertising. They call it #Gamification, it's a trend on Twitter so it has to be true. We even wrote about it a few times already.

Raph dissects multiplayer mechanics and presents a through a structured, cross-disciplinary lens. If you are remotely interested in game theory, psychology, evolutionary biology, history, sociology, social networking or game design stuff; this is a must read.

40 Social Mechanics for Social Games (Raph Koster)

View more presentations here.

For convenience purposes and for lazy ADD readers, we wrote a Cliff Notes' version of the deck. Think of it as the notes a bad intern would take during a great meeting of minds.

Section 1: 1 Versus Self / System

1 - Helping: advice and assistance

Section 2: 1 Versus Parallel

2 - Relative Status: quantifying a player's achievement against the opponent
3 - Races: first user to reach a given status level wins
4 - Leaderboards: compete with all historical attempts
5 - Tournaments

Section 3: 1 Versus 1 Opposed

6 - Flower-picking: compete to get stuff, but there is always more stuff (speed up arrows on a race track). Non-zero sum resource consumption
7 - Dot-eating: zero-sum resource consumption. Whatever I get, you can't have.
8 - Tug of war: I can take your stuff, you can take mine (the engine behind all combat games)
9 - Handicapping: artificially equalizing status in order to provide a tighter race
10 - Secrets: imperfect information (knowledge as a rivalrous good > fog of war in strategy games)

Section 4: 1 Versus 1 Versus 1 Versus...

11 - Last man standing
12 - Bidding
13 - Deception and bluffing: misinformation, when secrets are treated as goods
14 - 3rd party betting: I play a bidding game against others, based on the outcome of a multiplayer game
15 - Prisoner's dilemma: teammates with secrets who must choose independently to collaborate or both lose
16 - Gamesmaster pattern: third party directs the game (referee)

Section 5: N Versus N (Groups)

*17 - Roles: specialization into different games within one group
18 - Hot potato / ganging up: rotation of roles within multiplayer game
19 - Rituals: ceremonies marking significant transitions within a social structure (wall posts, gifts, for instance): birth, marriage, death, level up, holidays, etc.
20 - Gifts. Super important. (see Marcel Mauss below)
21 - Reciprocity: social expectation of a future return of a gift ("return gift" button?)
22 - Mentoring and twinking: "I get social obligation, you get value" (non-symmetrical exchange). (a car at graduation, Mickey ears when you go to Disney). Strengthens community ties.
23 - Identity: display of status and role via rivalrous goods (skins, shirts, class gear, etc.)
24 - Ostracism: grow removal via denial of common resources (exclusion)

Section 6: Networks

25 - Iterative interaction and Trust. Trust is stronger than reputation (mid-range) which is also stronger than faith (at distance, i.e. social contract).
26 - Guilds/tribes: subnetworks with their own social identity
27 - Exclusivity/ Velvet Rope: use of identity (or other mechanisms) to manipulate the value of goods (VIP clubs)
28 - Guild vs. Guild: competition between social entities
29 - Player-to-player economy = Trade and contract: mutually beneficial interactions between distant nodes on the network
30 - Elections (American Idol is the largest MMO in the world)
31 - Reputation, influence and fame
32 - Public goods: non-rivalrous goods, with temptation to enjoy the good with no contribution (air, public park, etc.)
33 - Tragedy of the commons: flip side of public goods. If they are rivalrous, they can get used up (spawns, territories in a village, etc.). For instance: the Facebook ad market.
34 - Community
35 - Strategy guides: transformation of rule-based secrets into a public good
36 - Teamwork MLSs (wisdom of crowds, DPS systems, Survivor TV show)
37 - Arbitrage: allowing unequal quantified valuations of the same good to arise within the system permits trade that exploits them
38 - Supply chains: cascading unequal valuations of goods arranged in sequence (get a house out of a bottle if you trade it with the right people)
39 - User generated content: forums, character art, role-play narratives, fan fiction, player conventions, weddings, game maps, etc.

Section 7: Deconstruction

40 - Griefing

Is gamification making us lab rats? The neurology of video games

Jerome — Thu, 17 May 2012 19:18:37 +0000

Think you're just playing a game?

Think you're just innocently enjoying vicarious pleasures that include gun-shooting, puzzle-solving, mushroom-jumping or cow-milking? Turns out you are actively shaping your cortex into a "video game brain".

It has to be true, because I read it in an infographic.

Despite its loose references and unfortunate lack of data points, the infographic below does a cute and acute job at explaining which areas of the brain are triggered when human rat labs are exposed to video games and what positive or negative effects can result.

When you play with gamification, you're playing with power. And brain cells. Mostly brain cells.

Infographics: The U.S. consumers will spend $21.6 billion on video games in 2011.

Jerome — Wed, 16 May 2012 20:10:00 +0000

Market research firm Newzoo is reporting that U.S. consumers are spending $21.6 billion on video games in 2011, just lower than that in 2010.

Key findings:

$8.0 billion will be spent on console gaming (20% decline yoy).
$4.6 billion will be spent on social networks and casual gaming (7% drop).
$4.3 billion will be spent on PC/Mac over retail + digital.
$2.6 billion will be spent on MMO games.
$2.1 billion will be spent on mobile gaming.
Social and mobile gaming is growing swiftly (+37% yoy).
Digital distribution is up 11%.
U.S. gamers play over 215 million hours of video games a day. A fourth of that time is spent on casual gaming.

The infographics from Newzoo:

Who are today's gamers?

Jerome — Wed, 02 May 2012 14:00:00 +0000

Today's gamers are very different than the stereotype from the 90s of a nerdy, acne-packed boy named Kevin who behaves like a socially awkward penguin and sweats profusely whenever he takes the leap of faith to make extended eye contact with an object of lust.

Latitude Research just released a new study, asking 290 smartphone owners between the ages of 15-54 who self-identified as "gamers" (whether casual or enthusiasts).

A portrait of the new gamers, in stylish - but unnecessary - infographics.

Gamers are not just social creatures, they're also societal creatures.

One of the most interesting insights of this study comes from this very interesting nuance.

Games have been notorious for changing people's behaviors as they provide a high level of engagement and involvement from their audience.

The emergence of social platforms (whether through 'traditional' social networks like Facebook or social gaming via Xbox Live / PlayStation Network) and location-based technologies have provided opportunities for people to participate in shared experiences engraved with a deeper meaning than the pure thrill of playing.

This seems to resonate in the mind of participants, who also want to see games - and their unique storytelling capacity - do a better job of connecting people and leveraging the power of communities to make an impact in the real world.

If gaming mechanisms can change marketing and advertising, it can surely change lives, too.

Gaming as a self-improvement device.

This is quite a trite observation by now (like most of the study, to be perfectly honest), but games are now perceived as a medium for self-improvement: personal wellness, learning, etc. Brain Training was released in 2005 and WiiFit in 2008, after all.

The gamification of life inevitably means the gamification of daily, routine, boring activities: running errands, exercising, washing clothes, ironing your man, or guiltily masturbating at night.

This definitely resonates with initiatives like Fiat's brilliant "EcoDrive" initiative, trying to instill gaming mechanics, feedback and incentives when it comes to your driving style.

What is the core learning from this study?

Infographics are an absolutely delicious way of presenting information. It's been done with great talent and bravado by companies like Wired, GOOD Magazine and many more.

Blogs - like us - love this format because it's visual and it fits within the 5 minutes attention span that we expect our visitors to have (hopefully).

The problem is that it can also over-complexify very straightforward data. And when this data is collected in a very biased way (even though it is being acknowledged a few times in the presentation), the extrapolations that are being made throughout definitely lose their impact.

The implications drawn from the study are shamelessly obvious and only point to the banality of the questions that were asked in the first place.

It's really such a shame that the sense of discovery and elevation that you get while reading this deck vanishes after the first diagram.

The Future of Gaming (Study from Latitude)

View more presentations from Flip Flap Man

The Flip Flap Man releases a new track: "Narcissistic Magic"

Jerome — Fri, 20 Apr 2012 14:07:39 +0000

It's been nearly half a pregnancy since our latest mashup "Treadmill Indulgence" and we can now unveil a new track: "Narcissistic Magic", a mashup between two lovely pop/dance songs: Angelo's "Narcissus Drowned" and The Sound of Arrows' "Magic".

You will nod your head. And tap your toes. And shake your bum. And jump through the floor. And go to the hospital. And get an embarrassing cast. And get it signed by your best friends. And random strangers.

You never know where a musical ride can bring you.

If you want to check Flip Flap Man's other tracks and mixtapes, check out his SoundCloud profile.

Introducing gorgeous iPhone wallpapers

Jerome — Tue, 27 Dec 2011 22:35:56 +0000

You are a modern douche. Living life through a smartphone like a lemming, bumping shoulders with hypnotized strangers right before you (both) tweet about it.

You feel like you deserve the best and we answered this undeserved sense of entitlement by creating stunningly gorgeous HD wallpapers for your iPhone.

They are now downloadable for free here.

Banner image: Kyle Bean.

Microsoft introduces innovative, unique, interactive TV ads on Xbox Live.

Jerome — Wed, 22 Jun 2011 15:12:26 +0000

Innovative. Unique. New. Interactive. Engaging. Social. Really really powerful.

Microsoft is introducing new ad units on Xbox Live: NU Ads (Natural User-Interface Ads). NU is how I spell "new" because I am young, and seeing a brand leveraging this peculiar spelling automatically gives it some serious street cred in my mind.

See it in action here (don't forget to look at the "dislike" bar):

What does this video tell us?

Teens are social creatures.

You may think "this is spam". I say this is about sharing interests. Teens love doing it. Social networking sites are an amazing tool to show your friends what you like. And being able to instantly tweet about new boring ads with an automatically generated phrase makes this easier than ever before.

My body is ready. But my ads are not.

Marketers will love those new ad units for how simple they are to deploy, since you just need to repurpose the same commercials that you already use on television.

After all, I love engaging with ads equally no matter what my current activity is: if I am in the mood to go online and play Outland with my friends, I will take 5 minutes of my time and dedicate myself to sharing an Adidas ad with them first, as it will reinforce my sense of belonging.

After all, haven't you always wondered when you were enjoying a good game: "wouldn't it be great if I could take this ad and share it with my friends using a social network?"

How is Microsoft tapping into the true potential of Kinect to create a new generation of engagement advertising?

I am watching an ad for my favorite lovemark Coca Cola. Not only is it so convincing that I had to go pick up a can from the fridge, but now I see this little banner on my Xbox Live dashboard and cannot resist the urge to click on it using motion gestures (something that "mouse click" or a "button press" cannot achieve in the same powerful and unique way, as they lack the revolutionary power of Kinect).

How can I interact with it?

I can say "XBOX tweet" and share this ad on my Twitter. Oh wait, no; it actually posted it on Mark Kroese's Twitter account, which is fine to me, too. I don't know how, but Kinect also recognized that the reason why I wanted to share this ad was because of the great music it had, so they pre-populated my tweet accordingly.

I can say "XBOX more" and receive an email with more advertising that I can then forward to my phone instead of naively Googling it directly on my phone in one simple step like I always successfully do.

I can say "XBOX schedule" and trigger an alternative way to send myself a reminder notification (using my phone or my calendar to do so is not a natural thing for me).

I can say "XBOX AdBlock" to trigger a Bing search for ways to block those Xbox Live ads.

I can also wave at the screen and trigger an interactive unit allowing me to VOTE for the greatest Green Lantern of all time, since I have a strong desire to share unvocalized opinions on fictional matters. The power of Kinect is such that it overcomes horrendous reviews and crowd feedback and will bring me to watch this movie.

Two final statements, courtesy of PR-mouths from Microsoft and Saatchi & Saatchi.

"The power of Kinect and the power of advertising together can bring engagement for advertisers and consumers to a complete new level.", Enrique de la Garza, Senior Product Planner, Microsoft; while not looking at the camera.

“The new ad units really epitomize the level of engagement that everyone is working towards, [...] You can text, you can tweet, you can vote. That’s phenomenal.”, John M. Lisko, executive communications director of Saatchi & Saatchi LA.

Where did Microsoft get inspiration from for their amazing case study techniques?

The Flip Flap Man releases a new track: "Treadmill Indulgence"

Jerome — Thu, 16 Jun 2011 19:58:54 +0000

After nearly a year of inception (BRAAAAWWWWHHHH!), the Flip Flap Man finally releases a new track: "Treadmill Indulgence", mashup between Lykke Li's "Little Bit" and Vandalism's "Smash Disco".

You will run. You will cry. You will sweat the music. You will crap your pants running and ask the Mexican guy to clean them up because you work out at Equinox and you deserve racial domination.

Hope you all enjoy the musical ride.

If you want to check Flip Flap Man's other tracks and mixtapes, check out his SoundCloud profile.

For those interested in the details, this is a mashup of:

Lykke Li - "Little Bit (Gigamesh Remix)"
Vandalism - "Smash Disco (Kam Denny Remix)"

With additional samples from:

Cut Copy - "Far Away (Hundreds and Thousands Remix)"
AutoKratz - "Always More"
Muse - "Map of the Problematique"
Who Made Who - TV Friend (Hot Chip Remix)

Everything you need to know about the U.S. game industry (2011 edition).

Jerome — Fri, 10 Jun 2011 01:32:31 +0000

The Entertainment Software Association has released its latest annual report (read our article on the 2010 report here), packed with factoids on how the gaming industry is changing. You can access the full report here, we give you an overview below.

Sorry but I'm sadly ADD and only have 30 seconds to digest it. What do I need to remember?

Average game age: 37 years old.
42% of gamers are women.
50+ account for 29% of gamers.
Digital sales accounted for 24% of all game sales in 2010.
45% of parents play video games with their children weekly.

Who is playing? A look at video gamers demographics.

In case it needs to be repeated: acne-packed teenagers living in the attic are far from being the core gaming audience anymore.

Gaming is an adult activity reaching men and women nearly equally, where older audiences can find their joy, too.

The average gamer is 37 years old and one gamer out of 4 is aged 50 and over.

How gamers play: online and cross-formats facts.

1 out of 5 most frequent game players pay to play games online games.
55% of gamers play on the go (phones or handheld device)
Gaming is a social activity: 65% of gamers play with others in person.

Parents pay very careful attention to how - and what - their children play.

9 out of 10 parents pay attention to the content of the games their children play.
They believe in the positive impact of playing video games.
Nearly half of parents play with their children at least once weekly.

What kind of games are the most popular?

Source: the very insightful report "Essential Facts About the Computer and Video Games Industry, 2011" from the ESA.