Why?Whyiswheretheimpactis...

BrianReich www,thinkingaboutmedia.com twitter.com/brianreichbrian@littlemmedia.com

Askyourselfwhy(?)

Whatwearedoingisn’tworkinganymore.

TechnologyandtheInternet,andtheirroleinourlives,haschangedhowwecommunicate,getandshareinformation,themediaweconsume,andthereasonsweengagewitheachother‐onlineandofFline.Theeffectsofthesechangesarebeingfeltbyallofus,everyday,allthetime.

Informationmovesfaster.Peoplearemorecloselyconnected.Ourexpectationsarehigher.Wehavedifferentoptionsandbetterchoices.Weareoneglobalcommunity.Andourconnectionstotheissuesandeventsthatshapeourworldarebeingtransformed‐rapidlyandconstantly.

Howorganizationsoperate,organize,andcommunicatemustbere­imagined.Thepassionandinterestofindividualsmustbere­focusedandre­directed.Thewaysthatwemeasuresuccessmustbere­assessed.Thewayswepromotebigideasandcreatebettersolutionsmustbere­envisioned.

Andthatincludesgames...

Why do we need to

RE-THINK games?

We cannot think about games in isolation. The shifts that are occurring in every other aspect of our society, and our lives, impact how games are created and consumed. Everything is changing.

Why do we need better AUDIENCE PROFILES?

Because demographics are not enough. We need to understand the audience for our games in terms of their psychographic profiles, technographic capabilities, and behavioral activities.

Why do we need to know how PEOPLE

LIVE?Because for games to have an impact we have to do more than just get people to play -- we have to make the connection between the game experience and some shift in behavior. And those changes happen in the context of people’s lives.

Why do we need to care

about OTHER GAMES?

Because the experience and expectations that users develop playing Farmville, Pac-Man, and everything else shape their experience and expectations of every other online experience, and especially any other game they play.

Why do we need to utilize

ALL THE PLATFORMS?

Because users seamlessly move between several different pieces of technology every day. People aren’t looking for computer games or mobile games - they are looking for timely, relevant, compelling experiences that they can play whenever and wherever they choose.

Why do we need to work with OTHER PEOPLE?

Because everyone is facing a similar challenge. And because other sectors (car designers, clothing manufacturers, soda sales people, government economists) understand different things about the target audience -- and how to engage, educate, and mobilize people -- that we can learn from.

Why do we need new (and

different) MODELS?

Because serious games (and other games that influence behavior and drive change) compete with other games, and other media -- they need to generate revenue in order to sustain and reach their goals. The existing models for monetizing game play are not enough.

Why do we need to LOOK

FORWARD, NOT BACK?

We spend too much time creating and analyzing case studies. Case studies represent a specific snapshot in time. They have limited value. It is not important to know that someone was able to create a successful game -- to engage and mobilize an audience. It is important to understand how to apply the lessons to different contexts and times.

Why do we need to

REDEFINE SUCCESS?

Because each challenge is unique and we don’t fully understand what success really means. For certain, we know that success is not the same for every issue or project.

Why...?

Games continue to be one of the most exciting, most influential tools/mediums available. But the games we have seen, the games we are working on, and even the games we are just now beginning to think about aren’t getting the job done. Nobody has figured everything out. We have to keep asking the questions, and keep adapting and updating our approach, to see real change occur.

Technologyandtheinternetcanhelpdrivechangeintheworld.Wecansolverealproblems,addresscomplexissuesandengageaudiencesinpowerfulways.Gamesareabigpartofthis.Butnotenoughisgettingdone.

Askyourselfwhy(?)

Why?Whyiswheretheimpactis...

BrianReich www,thinkingaboutmedia.com twitter.com/brianreichbrian@littlemmedia.com