Integrating Game Mechanics into your StoryAnita Ondine

Location: Centre Point, London, UKDate: 15 May, 2012

@anitaondine#TNX12#Topal

Agenda• Elements of Transmedia

• Participatory Experience

• Examples of Game Mechanics

• The Fun Quotient

• Engagement

• The Engagement Funnel

• Definable & Undefinable Value

• Player Types

Elements of Transmedia

1. Stories that transcend media

2. Using a variety of story forms

3. Across multiple media platforms

4. Within a unified storyworld

5. Encourages audience participation

6. A social experience

7. Embedded game mechanics

8. Designed for multiple levels of engagement

“Look and Feel” / Architecture

1. Stories that transcend media

2. Using a variety of story forms

3. Across multiple media platforms

4. Within a unified storyworld

How it Functions / Mechanics

5. Encourages audience participation

6. A social experience

7. Embedded game mechanics

8. Designed for multiple levels of engagement

A participatory experience

For the audience to enter the storyworld

And influence it...

Participate in it...

Transmedia is

Game MechanicsBusiness Development

Incentives

Rewards

Social Connections

Win a prize

Celebrity Access

Solve a Mystery

Geolocational Awareness

Leader boards

FUN

Red Herrings

Power

Social Status

The Fun Quotient

✓ Winning

✓ Laughing

✓ Feeling Lucky/Unlucky

✓ Solving a Mystery

✓ Shooting people

✓ Feeling stress

✓ Banal

Engagement is connection

Human Being Thing

Audience Player

Participant Viewer

Customer

Product Service

Story Cause

ExperienceCONNECTION

Engagement How do we measure it?

METRICS

Reach

Page Views

Hits

Unique Viewers

Consistency

Frequency

Duration

ViralityRatings

Recency

Participation pyramid

Evangelists

Casual

Engaged

Engagement

The Engagement Funnel

Engaged

Casual

Evangelists

Incremental choices in your

favor

Engagement

Undefinable value

Definable Value

Undefinable Value

Win a prize

Virtual currencies

Buy 10-get-1-free

Unknown Frequency

Random Rewards

BOGO

Unknown prize

Definable value

Who are you?Player Types

WHO ARE YOU?

Human Being

Explorer

AchieverKiller

Socializer

Richard Bartle

Who are your participants?

WHO ARE YOU?

Human Being

Explorer 50%

Achiever 40%Killer 20%

Socializer 80%

Richard Bartle

Player Types

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www.anitaondine.comwww.transmedianext.com

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