Anita Ondine: Integrating Game Mechanics into Your Story
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Transcript of Anita Ondine: Integrating Game Mechanics into Your Story
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Integrating Game Mechanics into your StoryAnita Ondine
Location: Centre Point, London, UKDate: 15 May, 2012
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@anitaondine#TNX12#Topal
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Agenda• Elements of Transmedia
• Participatory Experience
• Examples of Game Mechanics
• The Fun Quotient
• Engagement
• The Engagement Funnel
• Definable & Undefinable Value
• Player Types
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Elements of Transmedia
1. Stories that transcend media
2. Using a variety of story forms
3. Across multiple media platforms
4. Within a unified storyworld
5. Encourages audience participation
6. A social experience
7. Embedded game mechanics
8. Designed for multiple levels of engagement
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“Look and Feel” / Architecture
1. Stories that transcend media
2. Using a variety of story forms
3. Across multiple media platforms
4. Within a unified storyworld
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How it Functions / Mechanics
5. Encourages audience participation
6. A social experience
7. Embedded game mechanics
8. Designed for multiple levels of engagement
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A participatory experience
For the audience to enter the storyworld
And influence it...
Participate in it...
Transmedia is
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Game MechanicsBusiness Development
Incentives
Rewards
Social Connections
Win a prize
Celebrity Access
Solve a Mystery
Geolocational Awareness
Leader boards
FUN
Red Herrings
Power
Social Status
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The Fun Quotient
✓ Winning
✓ Laughing
✓ Feeling Lucky/Unlucky
✓ Solving a Mystery
✓ Shooting people
✓ Feeling stress
✓ Banal
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Engagement is connection
Human Being Thing
Audience Player
Participant Viewer
Customer
Product Service
Story Cause
ExperienceCONNECTION
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Engagement How do we measure it?
METRICS
Reach
Page Views
Hits
Unique Viewers
Consistency
Frequency
Duration
ViralityRatings
Recency
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Participation pyramid
Evangelists
Casual
Engaged
Engagement
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The Engagement Funnel
Engaged
Casual
Evangelists
Incremental choices in your
favor
Engagement
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Undefinable value
Definable Value
Undefinable Value
Win a prize
Virtual currencies
Buy 10-get-1-free
Unknown Frequency
Random Rewards
BOGO
Unknown prize
Definable value
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Who are you?Player Types
WHO ARE YOU?
Human Being
Explorer
AchieverKiller
Socializer
Richard Bartle
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Who are your participants?
WHO ARE YOU?
Human Being
Explorer 50%
Achiever 40%Killer 20%
Socializer 80%
Richard Bartle
Player Types
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Twitter: @anitaondine Facebook: Anita OndineLinkedin: Anita Ondine SmithE: [email protected]
www.anitaondine.comwww.transmedianext.com
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