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Grantmakers in the Arts Conf
Michelle Byrd
Oct 9, 2011
- $60B Global business
- 97% of teenagers in America*
- 60% of casual gamers are women*
- 27 is the average age of social gamers
WHY GAMES?
Pew Report, Nielsen
Games are expanding:
Arguably the most dominant media form of
the 21st Century
GAMES AND LEARNING
Federation of American Scientists & National Science Foundation:
* National Summit on Educational Games
“Games offer critical attributes for 21st century learning.”*
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 leadingfoundations, non-profits, universities, and government agencies
to further their public interest and educational goals
Catalyzing Social Impact Through Games
Some Trends to Keep in Mind
MAINSTREAM ADOPTION
Vice President Al GoreSupreme Court JusticeSandra Day O’Connor
US Chief Technology OfficerAneesh Chopra
DIRECT ACTION GAMES
DEVELOPING WORLD AUDIENCES
College/Professional
High School
Middle School
Elementary School
Game Design
Commercial Modding
Tools
C++
Programming
Scaffolded / Constrained Un-scaffolded / Unconstrained
YOUTH CREATING GAMES
TRANSMEDIA PROJECTS
Strength of Games
10 reasons why games are a powerful platform for highly
engaged learning and social impact
1. PARTICIPATORYGames are interactive, ‘lean-forward’: players make
decisions with consequences resulting in player agency
2. ROLE PLAYINGGames enable players to step into different roles
in different worlds, building awareness & empathy
3. CHALLENGES & REWARDSGames engage players deeply through a delicate
balance of challenges & rewards leading tohighly focused, sustained engagement
4. FUN TO FAILGames enable players to try & fail in a safe environment;
experimenting at their own pace until they succeed
5. SOCIALGames are increasingly networked, fostering
peer-to-peer, collaborative learning
6. GAMES AS SERVICEGames are increasingly becoming on-going services that
can be continually optimized for engagement and impact
8. BITS AND ATOMSGames are increasingly crossing over into the real-world
through new input devices, mobile & location-aware platforms
7. COMPLEXITYGames require players to navigate and understand
complex systems, interfaces & rules
9. MOTIVATIONGood games create a deep desire to learn.
10. UBIQUITY
XBOX 36027M
Wii45M
Mobile devicesBillions
PCsBillions
Sony PSP42M
Nintendo DS96M
Play power $10TV computer
Wii Ware Sony PSNNetwork
XBLA Sony PS319M
Sony PS250M
2 Case Studies
CENTENNIAL OF NY PUBLIC LIBRARY
OBJECTIVES:– Draw in demo likely never inside research library (teen to 20s)– Google + Wikipedia ≠ direct real-world engagement with artifacts
TACTICS:- Collaborate with game designer + author Jane McGonigal- Create unique, once-in-a-lifetime activation of the concept- Build one experience around live event. Build another for post event.- Make access competitive- Mission: In 2012, I’ll be the first person to…- Stay overnight at the Library- Participate in writing a book for the permanent collection- Complete 100 quests
FIND THE FUTURE IN ACTION
FIND THE FUTURE RESULTS
RESULTS- 5,000 applicants– 21,000 interacted with call out – project on FB, You Tube trailer– 500 selected participants (70 teams of approx 7 each)– 800 pg book created over night as part of permanent collection
RIVER TO RIVER FESTIVAL
COME OUT & PLAY– MUSIC, FILM, DANCE, THEATER, ART, PLAY– Free, month-long summer outdoor street game series– Lower Manhattan and Governor’s Island– NYC’s physical environment as backdrop for culture, design
RESULTS: - 800 + participants over 20 games – 500 on Governor’s Island for day of 15 games– The Commons (aka the “311” game) Real World Game Design winner– Cowgirl Cowhunt (1919 manhunt inspired by team tag)– Running of the Stocks (Running of Bulls thru Wall Street)– Dramatically increased diversity of participants – age, race– 1st incorporation of PLAY by Lower Manhattan Cultural Arts Council
FIELD DAY, GOVERNORS ISLAND
COMMONS, A MOBILE GAME
Funder Due Diligence
Project Team
Technology
Business &Fundraising
Production GameDesign
Art &Design
ContentWriting
Many fail: team does not have necessary skills to execute
ENGAGING QUALIFIED TEAMS
Many fail: under-resourced, especially games as service that require on-going resources.
Game as Product Game as ServiceGame released,
customer support fortime-bounded period
Social Networking
Virtual Worlds
Game continuallyupdated, enhanced,
supported 24/7
Downloaded Software
Boxed Software
SUSTAINABLE BUSINESS MODELS
Many fail: Marketing / distribution / contextnot baked into design.
Audience(1)
Sustaining(5)
Context(2)
Platform(4)
Assessment (8)
Gameplay(6)
Execution(7)
Impact(3)
PUBLISHING STRATEGY
A tech platform to create multiple titles with clear separation between back-end and content / GUI.
A GAME ‘ENGINE’
Multiple titles, multiple platforms, lowering the risk.
A PORTFOLIO APPROACH
