In this presentation we seek to analyze the use of a game as an advertising piece for a brazilian politics campaign. We discuss the impact of a game in the mediatic scene of internet and how important it can be for a new political scene in the contemporary world.
- 1. Using a game as an advertising piece fora brazilian politics
campaignBy Vicente (Vince) Martin Mastrocola
2. About the speaker#vince #vincevader #teacher #brazil #games
#gamification#gaming_concepts #advergames #game_mechanics
#gamer#boardgames #cardgames #internet #mobile_business 3. Insights
of this presentationAnalyze the use of a game (more preciselya
serious game) as an advertising piece fora brazilian politics
campaign.Discuss the impact of a game in themediatic scene of
internet and howimportant it can be for a new political scenein the
contemporary world. 4. A brief presentation of gaming market in
Brazil Brazil doesnt have a formal industry of games; High levels
of piracy; High taxes for foreigners products; A Playstation 3 game
could cost around U$ 140; 5. A brief presentation of gaming market
in BrazilHowever: Brazil is a wide country (190 million people);
Brazil is the country with greatest navigation timein the internet
of the world (22 hours a week); The country has 200 millions of
active mobiledevices (30% smartphones and 70% mobile phones)
Internet and mobile are good platforms todevelop games in this
country; 6. Last year Governor elections in Brazil; A candidate
from the state of Par* named Simo Jatene contacted me tomake a
different political advertising piece; After some meetings we found
a model for the political game; Main points: must be a casual game,
must be in the social networks in theinternet, must be potentially
viral; We are talking about the game Pacto pelo Par (Pact for Par),
that wasused on the elective campaign of governor Simo Jatene in
the year of 2010;*Par It is the second largest state in the country
with 7 million people; 7. The place of action 8. Description and
some thoughtsThe game consists in a very intuitive interface, based
on the well-knowninternet game named Bejeweled (PopCap Games). It
has four stagesand instead of gems, social problems (education,
sportes, healthcare)are presented, to be solved. The player needs
to click in similarortogonal icons to eliminate them of the screen.
A lateral score showshow much of the goals were accomplished. 9.
Description and some thoughtsThe player, at the end of each stage,
has the opportunity of sendingtheir collaboration on a
140-character text form. The opinions expressedby each player at
the end of each stage are put in a weblog andbelong to an idea of a
collaborative government. Lets check this online.Interface and
programming byCenildon Muradi (So Paulo / Brazil). 10. Description
and some thoughtsAt the end of the fourth stage, the player has the
opportunity of takinga picture using their webcam along with the
point record achieved inthe game, and challenging a friend to make
a higher score. 11. Description and some thoughtsThis game fits on
the Casual Game category, that, according toGregory Trefay, can be
defined as games that are quick to play,accessible and with a
simple mechanics.In this kind of game: the rules and goals must be
clear; players need tobe able to quickly reach proficiency; casual
game play adapts to aplayers life and schedule; game concepts
borrow familiar content andthemes from life. 12. Description and
some thoughtsIt also enters the category of Serious Game, that
following the thoughtsof Nick Iuppa and Terry Borst, is explained
as a game with a professional,educational or pedagogical use. A
kind of game that mixes storytellingwith a mechanics to send a
serious message to the players envolved inthe process. 13. Johan
Huizingas magic circle Real World: - Questioning - Fear -
Uncertainties - ResponsibilitiesMagic circle: - Dreams - Immersion
- Narration - Catharsis - Challenge - Experience - Meanings 14.
Results The candidate was elected; The game was the most accessed
area in the site (3.896 uniqueusers); Thousands of reviews have
been submitted by users; It was the first political-themed game
made in Brazil. The spontaneous media generated with this event was
enormous. 15. Conclusion A game could be publicity/promotion. A
game could be a brand experience. A game could be an advertising
space for companies and people. 16. BibliographyHUIZINGA, Johan.
Homo Ludens. So Paulo: Perspectiva, 2005.Iuppa, Nick & BORST,
Terry. Story and simulations for serious games: tales from
thetrenches. Burlington: Focal Press, 2007TREFY, Gregory; KAUFMANN,
Morgan. Casual Game Design. Burlington: MorganKaufmann, 2010PopCap
Games. (2000). Bejeweled. [Internet, first version], PopCap Games,
USA: playedjanuary, 2011. 17. THANK YOU!E-mail:
[email protected]: Vince VaderBlog:
gameanalyticz.blogspot.comMay the force be with you!
