Play with me: Engaging with the new engagement
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At play - Cluedo by flickrg Play with me: engaging with the new engagement Aleks Krotoski Futuresonic08: Future Culture 30 April 2008
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one of the three presentations I put together for the Futuresonic 2008 festival in April in Manchester. This one's about play.
Transcript of Play with me: Engaging with the new engagement
At play - Cluedo by flickrgrit
Play with me:engaging withthe new engagement
Aleks KrotoskiFuturesonic08: Future Culture30 April 2008
In the beginning…
compete
break
win
beat
challenge
solve
And then came the internet.And the bloody words changed.
friendship
exploration
governance
community
money is cheap and resources are plentiful
collaborationentertainment
engagement
(break)
Courtesy of Sir Bruce at MMOGChart.com
These virtual worlds are going somewhere…
A New Media roadmap
Playing with the web
Games are sooooooo engaging• Hours of eyeballs. Sticky sticky sticky.• They suck people into the world so much that people
will pay LOADS of money for things you never actually thought a normal, mentally stable person would pay for
How do they do it?
• Dangling carrots: they make you care• Immersion and presence: they make you feel part of it• Gamer trust: you share things• Social flocking: you follow
Games.
What are they?Goal-orientedTeamworkPlayful
How do they engage?A job well donePeer pressureMutual experience
Social networks.
What are they?PlaygroundsPresence toolsSelf-expression
How do they engage?PopularityPresenceIdentity
Virtual worlds.
What are they?Community-orientedCollaborativePlayful
How do they engage?Peer pressureMutual experienceSkill development
Three areas of digital engagement
How do they make money?
Games.
SubscriptionAdvertisingIn-world exchange
Social networks.
Advertising
Virtual worlds.
SubscriptionAdvertisingIn-world exchange
:) = $
Converge me, baby
Data capture crackdown
So much data…• Behavioural data• Activity data• Data businesses want
Let’s play nice
