the emergence of industry of playful hybrids – developer’s perspective
TRANSCRIPT
The Emergence of an Industry of Playful Hybrids –
Developers’s Perspective
Heikki Tyni
Annakaisa Kultima
18.10.2016 Academic MindTrek
HYBRIDEX
• A two-year TEKES funded research project, 2012-2014 (University of Tampere, Finland)
• Hybrid entertainment products combining material and digital experiences
• Case studies, interviews,literature reviews, workshops, a research prototype
HYBRIDEX
• Over 150 cases, including products, services and phenomena
• These were divided into: – cases (products and services)– catalysts (enabling the change) – patterns (high-level configurations that
combine specific technology, economic model and context)
HYBRIDEX
Articles:•Dimensions of Hybrid in Playful Products (MindTrek 2013)
•Material Culture and Angry Birds (Nordic DiGRA 2014)
•Understanding Smart Device Tabletop Games (MindTrek
2014)
•Need to Touch, Wonder of Discovery, and Social Capital:
Experiences with Interactive Playful Seats (ACE 2015)
•The Emergence of Industry of Playful Hybrids – Developer’s
Perspective (MindTrek 2016)
•Among others…
An Industry of Hybrids?
The Emergence of Industry of Playful Hybrids –Developer’s Perspective (MindTrek 2016)•Research period: 2012-2014
•Semi-structured, thematic interview study•8 interviews•Developers’ views on: What were the central factors for the emergence of the industry? What factors affected working within the design space of playful hybrids?•Product cases working as a backdrop for the study
An Industry of Hybrids?
• Has a longer history dating back to 1980s (and further depending
on where you draw the line)
• PowerGlove, Furby, AR, Wii, Guitar Hero…
• Skylanders (2011, Activision) the first hit
• Research period years (2012-2014) defined as “the smart device
era of playful hybrids”
Hybrid play products industry
Interview data assembled into three main themes:
•The developmental trajectories leading into the
emergence of a specified industry
•The era of 2012-2014
•The near future for playful hybrids
Hybrid play products industry
Developmental trajectories
2012-2014 Future
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Miniaturization of technology
• Sensor technology
• People more accustomed to ubiquitous, playful technology
• Maker generation
• Chinese production facilities open to western development
• 3D printing
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Miniaturization of technology
• Sensor technology
• People more accustomed to ubiquitous, playful technology
• Maker generation
• Chinese production facilities open to western development
• 3D printing
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Miniaturization of technology
• Sensor technology
• People more accustomed to ubiquitous, playful technology
• Maker generation
• Chinese production facilities open to western development
• 3D printing
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Miniaturization of technology
• Sensor technology
• People more accustomed to ubiquitous, playful technology
• Maker generation
• Chinese production facilities open to western development
• 3D printing
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Miniaturization of technology
• Sensor technology
• People more accustomed to ubiquitous, playful technology
• Maker generation
• Chinese production facilities open to western development
• 3D printing
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Miniaturization of technology
• Sensor technology
• People more accustomed to ubiquitous, playful technology
• Maker generation
• Chinese production facilities open to western development
• 3D printing
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Miniaturization of technology
• Sensor technology
• People more accustomed to ubiquitous, playful technology
• Maker generation
• Chinese production facilities open to western development
• 3D printing
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Experimentation phase, a lot of crude and clumsy
products
• Physical toys help with the ’stickiness’
• Playing to the strengths of a small company
• Popular strategy to create a service, rely on user
participation
• Small size might help make the company more
relatable
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Experimentation phase, a lot of crude and clumsy
products
• Physical toys help with the ’stickiness’
• Playing to the strengths of a small company
• Popular strategy to create a service, rely on user
participation
• Small size might help make the company more
relatable
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Experimentation phase, a lot of crude and clumsy
products
• Physical toys help with the ’stickiness’
• Playing to the strengths of a small company
• Popular strategy to create a service, rely on user
participation
• Small size might help make the company more
relatable
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Experimentation phase, a lot of crude and clumsy
products
• Physical toys help with the ’stickiness’
• Playing to the strengths of a small company
• Popular strategy to create a service, rely on user
participation
• Small size might help make the company more
relatable
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Experimentation phase, a lot of crude and clumsy
products
• Physical toys help with the ’stickiness’
• Playing to the strengths of a small company
• Popular strategy to create a service, rely on user
participation
• Small size might help make the company more
relatable
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Experimentation phase, a lot of crude and clumsy
products
• Physical toys help with the ’stickiness’
• Playing to the strengths of a small company
• Popular strategy to create a service, rely on user
participation
• Small size might help make the company more
relatable
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• What is the right kind of hybridity?
• How to create longevity?
• Hybrid toys should evolve
• Skylanders toys do not
• There should be carefully designed open-
endedness…
• … because lazy game-like structures usher
users to play the product like a game
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• What is the right kind of hybridity?
• How to create longevity?
• Hybrid toys should evolve
• Skylanders toys do not
• There should be carefully designed open-
endedness…
• … because lazy game-like structures usher
users to play the product like a game
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• What is the right kind of hybridity?
• How to create longevity?
• Hybrid toys should evolve
• Skylanders toys do not
• There should be carefully designed open-
endedness…
• … because lazy game-like structures usher
users to play the product like a game
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• What is the right kind of hybridity?
• How to create longevity?
• Hybrid toys should evolve
• Skylanders toys do not
• There should be carefully designed open-
endedness…
• … because lazy game-like structures usher
users to play the product like a game
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• What is the right kind of hybridity?
• How to create longevity?
• Hybrid toys should evolve
• Skylanders toys do not
• There should be carefully designed open-
endedness…
• … because lazy game-like structures usher
users to play the product like a game
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• What is the right kind of hybridity?
• How to create longevity?
• Hybrid toys should evolve
• Skylanders toys do not
• There should be carefully designed open-
endedness…
• … because lazy game-like structures usher
users to play the product like a game
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• What is the right kind of hybridity?
• How to create longevity?
• Hybrid toys should evolve
• Skylanders toys do not
• There should be carefully designed open-
endedness…
• … because lazy game-like structures usher
users to play the product like a game
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Fears and threats
• Being not discovered at all
• Two products to develop and market
• An online-dependent hybrid experience might
be vulnerable in face of connection problems
• Features like gathering data might become
illegal
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Fears and threats
• Being not discovered at all
• Two products to develop and market
• An online-dependent hybrid experience might
be vulnerable in face of connection problems
• Features like gathering data might become
illegal
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Fears and threats
• Being not discovered at all
• Two products to develop and market
• An online-dependent hybrid experience might
be vulnerable in face of connection problems
• Features like gathering data might become
illegal
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Fears and threats
• Being not discovered at all
• Two products to develop and market
• An online-dependent hybrid experience might
be vulnerable in face of connection problems
• Features like gathering data might become
illegal
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Fears and threats
• Being not discovered at all
• Two products to develop and market
• An online-dependent hybrid experience might
be vulnerable in face of connection problems
• Features like gathering data might become
illegal
Hybrid play products industry
Developmental trajectories
2012-2014 Future
• Fears and threats
• Being not discovered at all
• Two products to develop and market
• An online-dependent hybrid experience might
be vulnerable in face of connection problems
• Features like gathering data might become
illegal
That’s about it…
Thank you!
More hybrid cases at:
Hybridex.wordpress.com