The Rise of the Happiness Brands
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1 The Rise of the Happiness Brands JANE M C GONIGAL, PhD INSTITUTE FOR THE FUTURE
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How to harness the real power of games and alternate realities to make life more engaging.
Transcript of The Rise of the Happiness Brands
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The Rise of the Happiness Brands
JANE MCGONIGAL, PhD INSTITUTE FOR THE FUTURE
© 2005 Institute for the Future. All rights reserved.
SR-1108 | © 2007 Institute for the Future. All rights reserved.
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What humans crave:1. satisfying work to do
2. the experience of being good at something
3. time spent with people we like
4. the chance to be a part of something bigger
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The Quality of Life Index
The Happy Planet Index
“Gross National Happiness”
Subjective Life Satisfaction
The Canadian Index of Well-Being
World’s Most Livable Cities
The Vanderford Riley Well Being Schedule
The Authentic Happiness Inventory
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A future forecast (2013):
the rise of the happiness brands
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Quality of life becomes the primary metric for evaluating ALL consumer brands, services, environments, and experiences.*
*see TARA HUNT – “Happiness is your new business model”
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Positive psychology is increasingly a principal, explicit influence on interactive design and development.
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Communities form around different visions of a real life worth living.
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A brand is defined by how great an increase in real happiness, or well-being it generates –
because happiness is the new capital.
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So: Are you in the happiness business?
YES YOU ARE!!!
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But how do we invent interactive systems that
generate happiness?
What we need to become next:
happiness engineers.
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Games work better.1) Better instructions2) Better feedback3) Better community4) Better emotions
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What humans crave:1. satisfying work to do
2. the experience of being good at something
3. time spent with people we like
4. the chance to be a part of something bigger
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Multiplayer games are the
ULTIMATE happiness engines.
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Compared to games…
Reality is broken.
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“We are witnessing what amounts to no less than a global mass exodus to virtual worlds and other
online gaming environments.”
– economist Edward Castranova
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It’s a quality of life problem.
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How can we bridge the
happiness gap between games and
reality?
© 2005 Institute for the Future. All rights reserved.
SR-1108 | © 2007 Institute for the Future. All rights reserved.
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Happiness in the 21st C.= passionate participation with systems with care
about.
In other words, happiness = engagement
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SATISFYING OUR DESIRE FOR ENGAGEMENT. *
100 million mental hours WIKIPEDIA
• 5 days of World of Warcraft
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Q: By 2013, which brands will become the leading-edge
of happiness engineering?
A: Whoever best turns reality into a game, and consumers into
players.
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“Alternate realities” make gameplay as ubiquitous as language.
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“An alternate reality is another way of experiencing existence.”
G. S. ELRICK, 1978
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Q: How can brands engineer happiness for consumers?
A: Create an alternate reality that engages consumers better than unbranded reality.
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official partner
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Q: How can alternate realities change consumer behavior?
A: By turning real life choices about what to consume, where, and how, into an adventure.
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World Without Oil
*
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Q: What technologies will drive alternate realities in the future?
A: Let’s find out!
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So what’s important?
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Reality is broken.
Games work better.
REAL happiness is the new driver of
consumer behavior.
