Games for Change Methodology

Games for Change
Games for ChangeGames for Change
G4C: Strategies & Methodology
    Developed with E-Line Media
  Aug 31, 2012
WHY GAMES?

             Games are expanding:

             - $60B Global business

             - 97% of teenagers in America*

             - Average Facebook player is a 39 year
             old female*




                                         Pew Report, Nielsen, PopCap
Arguably the most
dominant media form of
   the 21st Century
GAMES AND LEARNING

Federation of American Scientists &
National Science Foundation:

“Games offer critical
attributes for 21st century
learning.”*




* National Summit on Educational Games
21st CENTURY SKILL BUILDING

  Playing and making games foster critical skills necessary
    for success in a rapidly changing 21st Century world.

  + Systems thinking
  + Digital media literacy
  + Iterative process
  + Creativity
  + Problem solving
  + Team building
  + Planning & execution
  + Collaboration
Computer and video games are being embraced by leading
foundations, non-profits, universities, and government agencies
     to further their public interest and educational goals
www.gamesforchange.org
Latest Trends
MAINSTREAM ADOPTION




Supreme Court Justice   Former US Chief Technology Officer   Vice President
Sandra Day O’Connor              Aneesh Chopra                  Al Gore
DIRECT ACTION GAMES




            wetopia by Sojo Studios
DEVELOPING WORLD AUDIENCES
YOUTH CREATING GAMES


                                                                 C++
    College/
Professional
                     Commercial
      High            Modding
    School              Tools



    Middle
    School


Elementary
    School
                    Game Design                   Programming

               Scaffolded / Constrained   Un-scaffolded / Unconstrained
TRANSMEDIA ‘FOR GOOD’
Strengths
10 reasons why games are a
   powerful platform for highly
engaged learning and social impact
1. PARTICIPATORY
 Games are interactive, ‘lean-forward’: players make
decisions with consequences resulting in player agency




              2. ROLE PLAYING
   Games enable players to step into different roles
  in different worlds, building awareness & empathy
3. CHALLENGES & REWARDS
    Games engage players deeply through a delicate
      balance of challenges & rewards leading to
        highly focused, sustained engagement




                 4. FUN TO FAIL
Games enable players to try & fail in a safe environment;
  experimenting at their own pace until they succeed
5. SOCIAL
      Games are increasingly networked, fostering
         peer-to-peer, collaborative learning




           6. GAMES AS SERVICE
 Games are increasingly becoming on-going services that
can be continually optimized for engagement and impact
7. COMPLEXITY
     Games require players to navigate and understand
           complex systems, interfaces & rules




               8. BITS AND ATOMS
   Games are increasingly crossing over into the real-world
through new input devices, mobile & location-aware platforms
9. MOTIVATION




Good games create a deep desire to learn.
10. UBIQUITY




 XBOX 360           Wii        PCs      Mobile devices   Nintendo DS   Sony PSP
   27M             45M       Billions     Billions           96M         42M




Play power $10   Wii Ware    XBLA         Sony PSN        Sony PS2     Sony PS3
 TV computer                              Network           50M          19M
Challenges
MAKING IMPACT GAMES FUN

 Organic alignment between what makes game fun &
              financial / impact objectives




             +                  =
      Many fail: “chocolate-covered broccoli”
COMPLEX ECO-SYSTEM




 XBOX 360           Wii       PCs      Mobile devices   Nintendo DS   Sony PSP
   27M             45M      Billions     Billions           96M         42M




Play power $10   Wii Ware   XBLA         Sony PSN        Sony PS2     Sony PS3
 TV computer                             Network           50M          19M


 Many fail: misalignment of platform/genre and audience
ENGAGING QUALIFIED TEAMS

                                      Game
                     Production
                                      Design


       Business &                                Art &
                            Project Team
       Fundraising                               Design


                                       Content
                     Technology
                                       Writing



Many fail: team does not have necessary skills to execute
SUSTAINABLE BUSINESS MODELS
   Game as Product                        Game as Service
      Game released,                        Game continually
   customer support for                    updated, enhanced,
   time-bounded period                       supported 24/7




      Boxed Software                         Virtual Worlds




    Downloaded Software                     Social Networking

                 Many fail: under-resourced,
  especially games as service that require on-going resources.
PUBLISHING STRATEGY
                                (1)
                              Audience
                    (8)                     (2)
                Assessment                Context




             (7)                                   (3)
          Execution                              Impact




                  (6)                        (4)
                Gameplay                  Platform
                                (5)
                             Sustaining




    Many fail: Marketing / distribution / context
               not baked into design.
G4C THE 8 STEPS


Our methodology to
  create games that
   have meaningful
       social impact


      Developed in partnership with
(1)
                         Audience


                    Who is it designed for?
    Region, age, demographic, psychographic, media and
              gaming accessibility and ability




                            (2)
                          Context


                   When & how is it played?
Moderated vs. un-moderated, home, school, after-school,
               l i b r a r y, c o m m u n i t y c e n t e r
(3)
                          Impact


                       What is the goal?
                    J o b s k i l l s , 2 1 st c e n t u r y
    skills, motivation, awareness, fundraising, behavior
                  change, real-world action



                             (4)
                          Platform


                 What is the right technology?
Console, console download, handheld, PC, Facebook, mobile
(5)
                        Sustainability



              Understanding the financials
   Cost to launch, cost to sustain, cost to
    u s e r, i m p a c t - f r i e n d l y r e v e n u e m o d e l s




                             (6)
                          Gameplay


                    What is the design?
Organic alignment of what makes game fun and
          what makes game impactful
(7)
                                 Execution


                  From concept to launch & beyond
Te a m - b u i l d i n g , r a p i d p r o t o t y p i n g , t r o u b l e s h o o t i n g ,
               marketing, distribution & support




                                     (8)
                                 Assessment


                        How to measure success?
      Real-time & embedded assessment models,
                portfolio management
Thinking Strategically
A GAME ‘ENGINE’




    A tech platform to create multiple titles with clear
    separation between back-end and content / GUI.
A PORTFOLIO APPROACH




   Multiple titles, multiple platforms, lowering the risk.
STRATEGIC PARTNERSHIPS


                  Impact         Domain
                 Partners        Experts



     Platform             Project
                                           Researchers
     Experts            Leadership



                Assessment       Game
                 Partners     Development
Case #1:
Games in the
  classroom
Games for Change Methodology
iCIVICS

  REACH (since August 2009):
  - 1.2 million players
  - 12,000 classrooms
  - 50 states and Washington DC

  EVALUATION:
  - 78% of students gained a better understanding of how their
    government worked.
  - 47% continued playing at home for fun!
Case #2:
   Games in the
developing world
Games for Change Methodology
FREEDOM HIV / AIDS

 REACH:
 - 67 million devices
 - 10.3 million play sessions
 - India and 6 East African countries

 EVALUATION:
 - Significant increase in learning
 - Changes in attitude and safer sex practices
Case #3:
Direct action
       games
Games for Change Methodology
FREE RICE

  HOW DOES IT WORK?
  A multiple choice quiz, for every question you get
  correct, 10 grains of rice are donated to the World Food
  Programme.
 ON A DAILY BASIS:
 - 8 million page views
 - 45 million grains of rice: enough to feed 2,500 people
Case #4:
The power of
   the many
Games for Change Methodology
FOLD IT

  TIME MAGAZINE:

  U.S. gamers … have helped unlock the structure of an
  AIDS-related enzyme that the scientific community had been
  unable to unlock for a decade. The solution represents a
  significant step forward in the quest to cure retroviral diseases
  like AIDS.
  September 9 2011
Case #5:
        Youth
making games
C++
    College/
Professional
                     Commercial
      High            Modding
    School              Tools



    Middle
    School


Elementary
    School
                    Game Design                   Programming

               Scaffolded / Constrained   Un-scaffolded / Unconstrained
NATIONAL STEM CHALLENGE
SCHOLASTIC ART & WRITING AWARDS
Case #6:
 Evaluation &
brain research
Games for Change Methodology
RE-MISSION

 CONCLUSIONS:

 The video-game intervention significantly improved treatment
 adherence and indicators of cancer-related self-efficacy and
 knowledge in adolescents and young adults who were
 undergoing cancer therapy.
 August 2008 edition of the medical journal Pediatric.
RE-MISSION

 BRAIN RESEARCH:

 Several key brain regions were activated when playing
 Re-Mission, including neural structures involved in
 emotion and motivation, and learning and memory..
 10th International Congress of Behavioral Medicine (ICBM)
Your game here_
www.gamesforchange.org
michelle@gamesforchange.org // @mbyrd
  asi@gamesforchange.org // @aburak
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Games for Change Methodology

  • 1. G4C: Strategies & Methodology Developed with E-Line Media Aug 31, 2012
  • 2. WHY GAMES? Games are expanding: - $60B Global business - 97% of teenagers in America* - Average Facebook player is a 39 year old female* Pew Report, Nielsen, PopCap
  • 3. Arguably the most dominant media form of the 21st Century
  • 4. GAMES AND LEARNING Federation of American Scientists & National Science Foundation: “Games offer critical attributes for 21st century learning.”* * National Summit on Educational Games
  • 5. 21st CENTURY SKILL BUILDING Playing and making games foster critical skills necessary for success in a rapidly changing 21st Century world. + Systems thinking + Digital media literacy + Iterative process + Creativity + Problem solving + Team building + Planning & execution + Collaboration
  • 6. Computer and video games are being embraced by leading foundations, non-profits, universities, and government agencies to further their public interest and educational goals
  • 9. MAINSTREAM ADOPTION Supreme Court Justice Former US Chief Technology Officer Vice President Sandra Day O’Connor Aneesh Chopra Al Gore
  • 10. DIRECT ACTION GAMES wetopia by Sojo Studios
  • 12. YOUTH CREATING GAMES C++ College/ Professional Commercial High Modding School Tools Middle School Elementary School Game Design Programming Scaffolded / Constrained Un-scaffolded / Unconstrained
  • 15. 10 reasons why games are a powerful platform for highly engaged learning and social impact
  • 16. 1. PARTICIPATORY Games are interactive, ‘lean-forward’: players make decisions with consequences resulting in player agency 2. ROLE PLAYING Games enable players to step into different roles in different worlds, building awareness & empathy
  • 17. 3. CHALLENGES & REWARDS Games engage players deeply through a delicate balance of challenges & rewards leading to highly focused, sustained engagement 4. FUN TO FAIL Games enable players to try & fail in a safe environment; experimenting at their own pace until they succeed
  • 18. 5. SOCIAL Games are increasingly networked, fostering peer-to-peer, collaborative learning 6. GAMES AS SERVICE Games are increasingly becoming on-going services that can be continually optimized for engagement and impact
  • 19. 7. COMPLEXITY Games require players to navigate and understand complex systems, interfaces & rules 8. BITS AND ATOMS Games are increasingly crossing over into the real-world through new input devices, mobile & location-aware platforms
  • 20. 9. MOTIVATION Good games create a deep desire to learn.
  • 21. 10. UBIQUITY XBOX 360 Wii PCs Mobile devices Nintendo DS Sony PSP 27M 45M Billions Billions 96M 42M Play power $10 Wii Ware XBLA Sony PSN Sony PS2 Sony PS3 TV computer Network 50M 19M
  • 23. MAKING IMPACT GAMES FUN Organic alignment between what makes game fun & financial / impact objectives + = Many fail: “chocolate-covered broccoli”
  • 24. COMPLEX ECO-SYSTEM XBOX 360 Wii PCs Mobile devices Nintendo DS Sony PSP 27M 45M Billions Billions 96M 42M Play power $10 Wii Ware XBLA Sony PSN Sony PS2 Sony PS3 TV computer Network 50M 19M Many fail: misalignment of platform/genre and audience
  • 25. ENGAGING QUALIFIED TEAMS Game Production Design Business & Art & Project Team Fundraising Design Content Technology Writing Many fail: team does not have necessary skills to execute
  • 26. SUSTAINABLE BUSINESS MODELS Game as Product Game as Service Game released, Game continually customer support for updated, enhanced, time-bounded period supported 24/7 Boxed Software Virtual Worlds Downloaded Software Social Networking Many fail: under-resourced, especially games as service that require on-going resources.
  • 27. PUBLISHING STRATEGY (1) Audience (8) (2) Assessment Context (7) (3) Execution Impact (6) (4) Gameplay Platform (5) Sustaining Many fail: Marketing / distribution / context not baked into design.
  • 28. G4C THE 8 STEPS Our methodology to create games that have meaningful social impact Developed in partnership with
  • 29. (1) Audience Who is it designed for? Region, age, demographic, psychographic, media and gaming accessibility and ability (2) Context When & how is it played? Moderated vs. un-moderated, home, school, after-school, l i b r a r y, c o m m u n i t y c e n t e r
  • 30. (3) Impact What is the goal? J o b s k i l l s , 2 1 st c e n t u r y skills, motivation, awareness, fundraising, behavior change, real-world action (4) Platform What is the right technology? Console, console download, handheld, PC, Facebook, mobile
  • 31. (5) Sustainability Understanding the financials Cost to launch, cost to sustain, cost to u s e r, i m p a c t - f r i e n d l y r e v e n u e m o d e l s (6) Gameplay What is the design? Organic alignment of what makes game fun and what makes game impactful
  • 32. (7) Execution From concept to launch & beyond Te a m - b u i l d i n g , r a p i d p r o t o t y p i n g , t r o u b l e s h o o t i n g , marketing, distribution & support (8) Assessment How to measure success? Real-time & embedded assessment models, portfolio management
  • 34. A GAME ‘ENGINE’ A tech platform to create multiple titles with clear separation between back-end and content / GUI.
  • 35. A PORTFOLIO APPROACH Multiple titles, multiple platforms, lowering the risk.
  • 36. STRATEGIC PARTNERSHIPS Impact Domain Partners Experts Platform Project Researchers Experts Leadership Assessment Game Partners Development
  • 37. Case #1: Games in the classroom
  • 39. iCIVICS REACH (since August 2009): - 1.2 million players - 12,000 classrooms - 50 states and Washington DC EVALUATION: - 78% of students gained a better understanding of how their government worked. - 47% continued playing at home for fun!
  • 40. Case #2: Games in the developing world
  • 42. FREEDOM HIV / AIDS REACH: - 67 million devices - 10.3 million play sessions - India and 6 East African countries EVALUATION: - Significant increase in learning - Changes in attitude and safer sex practices
  • 45. FREE RICE HOW DOES IT WORK? A multiple choice quiz, for every question you get correct, 10 grains of rice are donated to the World Food Programme. ON A DAILY BASIS: - 8 million page views - 45 million grains of rice: enough to feed 2,500 people
  • 46. Case #4: The power of the many
  • 48. FOLD IT TIME MAGAZINE: U.S. gamers … have helped unlock the structure of an AIDS-related enzyme that the scientific community had been unable to unlock for a decade. The solution represents a significant step forward in the quest to cure retroviral diseases like AIDS. September 9 2011
  • 49. Case #5: Youth making games
  • 50. C++ College/ Professional Commercial High Modding School Tools Middle School Elementary School Game Design Programming Scaffolded / Constrained Un-scaffolded / Unconstrained
  • 52. SCHOLASTIC ART & WRITING AWARDS
  • 53. Case #6: Evaluation & brain research
  • 55. RE-MISSION CONCLUSIONS: The video-game intervention significantly improved treatment adherence and indicators of cancer-related self-efficacy and knowledge in adolescents and young adults who were undergoing cancer therapy. August 2008 edition of the medical journal Pediatric.
  • 56. RE-MISSION BRAIN RESEARCH: Several key brain regions were activated when playing Re-Mission, including neural structures involved in emotion and motivation, and learning and memory.. 10th International Congress of Behavioral Medicine (ICBM)