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Gamifying Media:How Entertainment Brands are Redefining User
Engagement
Jon RadoffGamification Summit 2012 – San Francisco
June 21, 2012
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Jon RadoffAuthor of Game OnCEO of Disruptor Beam,social game developer;founder of GamerDNA,Eprise (NASDAQ:EPRS),NovaLink.
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How has social technology and games changed everything?
How do entertainment brands thrive in the new media landscape?
What does the entertainment business teach us about every business?
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Mesh Network analog
• Social network = human mesh network
Soon trillions of sensors—the “Internet of Things”will transmit information from every corner ofthe Earth.
Photo Credit: Matthew Stewart (Flickr)
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Sohaib Athar’s Story
Just wanted to get away from society and do IT consulting up in the hills…
In a matter of days, he went from an unknown person to over 100,000 followers on Twitter.
Why is this important?
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Humans are almost everywhere, encountering vastinformation, and interconnecting as never before.
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Flickr Image CreditL Hijod Huskona
Digital connections yield social and neural connections.
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Distribution of Smiling Faces on FacebookHappy people cluster.
Unhappy people cluster.
SOCIAL NETWORKS AND HAPPINESSBy Nicholas A. Christakis & James H. Fowler
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Experiences = More Happiness than Things
Leaf van Boven and Thomas Gilovich. “To Do or to Have? That is the Question.” American Psychological Association. 85.6 (2003): 1198. Reprinted with permission.
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Social technology changes everything because it hasdisrupted how we relate to time and space.
Flickr Image by Solo
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Social networks allow people to form connections witheach other regardless of geography.
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Mobile Devices enable access to content from anywhereand at any time – as natural as any other object.
Flickr Image by: courosa
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Collectible card games are a “mobile social game”that achieved success before social networks orthe explosion of smart mobile devices.
Flickr Image by Seattle.roamer
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For millenia, media consumption and game-playingwas a victim of the “tyranny of the clock.”
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Digital video recorders are one of the first examples ofhow digital media consumption became asynchronous.
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Game content is being repackaged for asynchronousconsumption.
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The old model for content delivery:content in a can.
Flickr image by urbanmkr
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Mobile devices have made the “content in a can” modeleasier to carry with you to any place and any time…
Flickr image by scottwills
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Social networks and social apps are evolving how media is being consumed.
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Is this the digital living room?
Flickr Image by Josh Bancroft
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…or is this the new digital living room?
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The stories of your life are the content of the social network.
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Members of social networks are playing games together—which have become the most effective means of monetizing social network traffic.
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Is this a story?
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Evolutionary Gameplay Motivations
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Immersion: storytelling, practicing theory of mind, adopting new viewpoints, imagining cause and effect, recognizing patterns, appreciating beauty.
Flickr Image by Express Monorail
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Achievement: mastering skills.
Csikszentmihalyi has created the theory of Flow to explain why people are happy when they’re applying skills that they’re good at. Evolutionary explanations for positive psychology are emerging.
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Cooperation: altruism, coordination, coalition-building, grouping.
Flickr image by Haags Uitburo.
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Competition: for attention, for resources, for recognition, for physical domination, mates, etc.
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Thank you!
Jon RadoffCEO, Disruptor BeamEmail: jradoff AT disruptorbeam.comTwitter: @jradoff