Selected productions Serious Games Interactive 2006-2010 ©

Getting Serious With GamesNew Media Days, 10th November ‘10

Simon Egenfeldt-Nielsen, PhD

CEO, founder Serious Games Interactive

Gamification

My Background

• MA Psychology• PhD Games & learning• Mixing industry & research

Current European Research projects: SIREN, PlayMancer & GaLa

Computer games• Global Conflicts-series•Playing History-series• +20 games for clients

Serious Games Interactive (SGI) was founded in 2006 in Copenhagen, Denmark.

Covered in most major news outlets and won numerous awards.

Develop serious games that combines playing, learning, communication and story-telling.

We are a cross-disciplinary team of 18 people with strong roots in research.

Range of different client: Amnesty, Unicef, Kaplan, WWF, The Danish National Museum, LEGO and European Schoolnet.

Company background

Visit us at o

ur stand –

First 1

0 to re

member all b

ullets win

a prize

What this is about…

What is gamification…

”Integrate game dynamics into your site, service, community, content or campaign, in order to encourage a certain behavior, attitude or skill."

Children and parents know this…

Agenda

Why games matters?How to approach this?Who have done this?How to do this?

Game industry fastest growing…

EUR 15bn EUR 30bn

1990 2000

EUR 75bn

2010

We invest 3 Billion hours every week in playing games

Everyone…

Source: Mr. Toledano

Agenda

Why games matters?What is this gamification really?Who have done this?How to do this?

What is gamification…

Gamification signals a greater shift… Fight for attention

Need for engaged usersNeed for user permissions

Getting more creative in user interaction

The pre-history of gamification

Cash incentives

1900s 2000s1980s1930s

Coupon codes

Loyalty systems

Virtual rewards

The power of computers…

Read… Listen…

View

Representation – we can really own ‘show’ things

Simulation –We can represent, track, interact and manipulate

Why gamification now?

•Digitalization & Virtualization constantly increasing.

•Tracking, feedback and reward structures easy to embed.

•Games are increasingly becoming omnipresent

The history of gamification

Source: Gabe Zichermann

How gamification work

ActiveChallenge

Win condition

Rewards

“A game is a pastime with formal and predefined set of rules for the progression of

a game session, with built-in and quantitative definitions of success and failure.”

- Jesper Juul

Achievement Social status

What is gamification…

Product

New approach

Traditional approach

Media

Because games are about verbs and not substantives it becomes possible to not only manipulate other perception but also our actions much more directly through rewards system.

Agenda

Why games matters?How to approach this?Who have done this?How to do this?

Case: Eksperten.dk

Case: Ribbon Hero

4 months after release+100.000 Downloads+120.000 Challengs played

Microsoft Office see as innovative, interesting and cool.

Source: Microsoft Office Lab through Gabe Zichermann

Case: Nike+

Agenda

Why games matters?How to approach this?Who have done this?How to do this?

Communication

Innovation

ExternalInternal

Knowledge mgmt.

E-learning

Onboarding

Advertising

Branding

Edu. campaigns

User innovation

Lead usersChange mgmt

Entrepreneurship

First steps…

•Identify your target behavior change•Create game challenges around those targets•Create good feedback loops for rewarding right behavior•Create status/achievement system for recognizing winners

A creative process that requires understanding users, games and business..

• The quest for harnessing the potential of computer games beyond entertainment is as old as the medium.

• However, it is increasingly getting tracking due to virtualisation, digitalisation, game adaptation and fight for attention.

Bring the experience to the product – not the other way around

The Wrap-up

Contact details

Serious Games Interactivewww.seriousgames.dk www.globalconflicts.euwww.playinghistory.eu

Simon Egenfeldt-Nielsenwww.egenfeldt.eusen@seriousgames.dk