audience engagement: designing for intrinsic motivations
DESCRIPTION
This presentation looks at why transmedia storytelling is important for audience engagement and how transmedia storytellers can design for engagement by understanding human needs and intrinsic motivationsTRANSCRIPT
Audience Engagement: Designing for Intrinsic Motivations
Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
@robpratten
The Need to Engage
• If we are to engage audiences – especially over an extended period of time – we have to design experiences that satisfy core human needs
• Or to phrase another way, design experiences that appeal to intrinsic motivations
What is engagement?
• Being engaged means being “in the moment” of an experience
• Being “in the moment” is sometimes referred to as “being present” e.g. one’s mind is not elsewhere but focused to the exclusion of all else
Immersion (Rigby & Ryan)
• Physical presence – player feels physically transported to
game environment
• Emotional presence – player feels as they might in real life to
real world events
• Narrative presence – player feels able to affect the story
http://www.amazon.com/Glued-Games-Spellbound-Directions-ebook/dp/B004NYAH66/ref=tmm_kin_title_0?ie=UTF8&qid=1352200740&sr=8-1
Emotion leads to immersion
Immersion Intrinsic
Motivational Needs
http://www.amazon.com/Glued-Games-Spellbound-Directions-ebook/dp/B004NYAH66/ref=tmm_kin_title_0?ie=UTF8&qid=1352200740&sr=8-1
• Physical presence
• Emotional presence
• Narrative presence
• Competency
• Autonomy
• Relatedness
In games, satisfying intrinsic motivational needs is important for immersion and more you design to create immersion so the more you’ll satisfy intrinsic motivation needs.
Self-determination Theory
• Competency – To be in control and seek mastery
• Autonomy – Free to act
• Relatedness – To be connected to others
http://en.wikipedia.org/wiki/Self-determination_theory
http://www.immersyve.com/research-updates/2007/1/27/immersyves-player-experience-of-need-satisfaction-pens-model.html
“People have innate psychological needs that are the basis for self-motivation”
Used as the basis for The Player Experience of Need Satisfaction (PENS) model which seeks to understand player experience.
Human needs
• Significance (special, important, unique)
• Certainty (comfort & control)
• Variety (surprise)
• Connection (love)
• Growth (learning, mastery)
• Contribution (giving back)
Community Significance Contribution
Comfort Growth Learning Surprise
Comfort Growth
Learning Surprise
Fan Fan
Storyworld
Fandom meets human needs
Use transmedia storytelling to match intrinsic motivations
http://www.itc-arts.org/uploaded/documents/Theatre%20handbook.pdf
Audience Experience Framework
http://www.itc-arts.org/uploaded/documents/Theatre%20handbook.pdf
This framework, developed to assess theatre experiences can be used during the design process because it helps relate intrinsic motivations to expected audience satisfaction
Transmedia storytelling
• Note: Our brains don’t differentiate between fictional stories and real life
• Create a mix of “private” and “public” experiences – Understand which human needs these satisfy – Understand which commercial needs these satisfy
• Interaction with fictional characters: – Relatedness & connection – Significance, Importance, Uniqueness
• Game-based stories – Control, mastery, competence, learning
TV show + multi-platform
• TV show – Episodic = Consistency/Habit – Time-shifted & availability on other devices = Control/Autonomy
• Story – Learning, Understanding
• Social media (Twitter, Facebook) – Relatedness, Connection. Maybe significance.
• Missing Engagement? – Competence & Mastery – Significance – Growth – Contribution
Games, UGC, interaction with fictional characters
Branded Entertainment
http://www.slideshare.net/OgilvyWW/making-magic-using-logic-12262018
For brands to engage, they must embrace transmedia storytelling because TS can satisfy intrinsic motivational needs
Com
mer
cial
Goa
ls
Hum
an N
eeds
Transmedia storytelling must weave story, participation & social into single experience
Long-term engagement demands: • Good story • Participation/Interaction • Social aspect – fan-to-fan and/or fan-to-character
The End
Robert Pratten [email protected]
@robpratten USA: +1 415 287 4150
Europe: +44 207 193 4567
Pervasive Entertainment Platform Conducttr