DIGITAL GAME USERS AS A PARTICIPATORY PART OF NEW MEDIA MARKETING
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DIGITAL GAME USERS AS A PARTICIPATORY PART OF NEW MEDIA MARKETING
Zdeněk Záhora [email protected] Game Studies, o.s. (NGO)Czech Republic
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MU Game Studies, o.s.
Non Government Organization Academic conferences – CONference 2013 Consulting for students (diploma theses) First academic website about digital games
studies in the Czech Republicwww.gamestudies.cz
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STORYLINE users, digital games and participation digital games marketing the player as an ideal videogame advocate types of references, how gamers sells their favorite games to
others what are the similarities of games which gamers „like to sell„ dramatic change in relationship of users, games and
developers The results of a presentation for gamer/academic/developer
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AXIOM
THE BEST MARKETING TOOL IS USER REFERENCE
SIMPLY HAPPY CUSTOMER
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DIGITAL GAMES
AAA x indie game promo
Tomb Raider x ARMA 3 (alpha) promo
Torchlight 2 x Hotline Miami position
Dwarf Fortress x FTL funding
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DIGITAL GAME USER
Participatory Lawrence Lessig
Active Henry Jenkins Creative Nicolas
Bourriaud Subcultural Matt Hills
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AXIOM
DIGITAL GAME USER IS AN IMPORTANT FORCE WHICH INFLUENCE MARKETING AND
SALE RESULTS OF A PARTICULAR GAME.
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PERSONAL REFERENCE
Reference Performance Creativity
Digital Game User
• IN A PUB• ON FORUMS• VIDEO• REVIEW
• AAR• LP• ESPORT• STREAMING
• FAN ART• FICTION• MODS• SPEEDRUN
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AAR, LP, STREAMING, SPEEDRUN
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HOW TO STIMULATE PARTICIPATION?
ANY MEDIUM STRONG MOTIVE (symbol, story) TOOLS FOR USER (ways to create, collect information) PLATFORM FOR DISTRIBUTION (share, circulate, evaluate) ENDORSE FROM THE CREATOR (no restraints)
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HOW TO STIMULATE PARTICIPATION?
DIGITAL GAMES MOTIVE => user story TOOLS => customization, editor, mods PLATFORM => subculture, social media,
community, hall of fame ENDORSEMENT => contests, official approval,
devs involvement
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AXIOM
PARTICIPATORY COMMUNITY =
GREAT MARKETING POTENTIAL
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PARTICIPATORY CULTURE
Creative Collective intelligence Viral Cheap
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CREATIONS
Dota DayZ Skyrim Half-life Terraria
Dwarf fortress Stuns !? Minecraft GTA Legend of Grimrock
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GAME DESIGN
open (non-linear) x closed (controlled) game experience
emergent story situation x linear story open platform x no modding game as a tool x game as an art piece
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GAME MECHANICSPARTICIPATION
own gameplay rhythm (Dead Rising 2, Minecraft)
Customization, characterization (Saints Row The Third, Sims3)
unique walkthrough (Dwarf Fortress, Skyrim, Fallout 3)
emergence (UFO, Dwarf Fortress, Terraria, Arma)
Means of expression (Minecraft, Garry’s mode)
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SIMILARITIES
flexible game walkthrough emergent stories game as a self expression tool open platform strong story motive, symbol
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SUMUP
PARTICIPATIONMOTIVE
TOOLS
PLATFORM
APPROVAL
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SUMUP
DIGITAL GAME CUSTOMERS
STIMULATEDMARKETING
BUYERS
PAIDMARKETING
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DRAMATIC CHANGES
STREAMING VIDEO PRODUCTION CONSUMING DIGITAL DISTRIBUTION FUNDING
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IS IT USEFUL - USER
• enhanced experience• more information• diversification of content• means of expression• global creative communities
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IS IT USEFUL - ACADEMIC
• sociological themes, distinctive groups• usage of a new media• participatory marketing• text, paratext, design and game mechanics• digital game as a tool
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IS IT USEFUL - DEVELOPER
• community management• participatory principles• a priori design choices• ad hoc community endorsements• participatory marketing
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ALL IN ONE SENTENCE
Consumption of digital games is a liquid changing structure which can be used to
achieve artistic, community, business and educational goals through player
participation.
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THANK YOU VERY MUCHDANKE VÁM VERY FLIESCHVALA SIE VERY MYIA
PREIS CIFFRE VERY HODNĚSHAME CIPHER VERY PLENTY
Zdeněk ZáhoraMU Game Studies, o.s.
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www.gamestudies.cz