Name that tune…

© 2005 NSLG 2

Name that tune…Name that tune…

© 2005 NSLG 4

Capturing the Value of the Capturing the Value of the Gamer Generation Gamer Generation for Government, Academia, Military, & for Government, Academia, Military, & EntertainmentEntertainment

John BeckJohn BeckNorth Star Leadership GroupNorth Star Leadership Group

www.gotgamebook.com or www.nslg.netwww.gotgamebook.com or www.nslg.net

© 2005 NSLG 5

Our biggest challenge… still…Our biggest challenge… still…

“Imagine if we were 25 years into the development of the American cinema, and the only thing the mainstream media said about film was that it was sometimes overly violent. We would have said they missed out on some of the major stories of the 20th century. In a few years, we will look back at the media neglect of games with the same shock and wonderment.”

Henry Jenkins, MIT Center of Media and Culture

© 2005 NSLG 6

Almost anyone born after 1970 in your Almost anyone born after 1970 in your organization is a Gamer; almost anyone born organization is a Gamer; almost anyone born

before 1970 doesn’t understand them.before 1970 doesn’t understand them.

• By 2008 there will be 126 million Gamers in the US alone.

• The Gamers are a bigger slice of the US population than the Boomers.

• But it is not just a US phenomenon.

• Boomers parents basically knew what their kids were doing; Gamers’ parents have a “gap” in their understanding.

Employees with video game experience as teens

80%34%

Over 34 Under 34Source: North Star Leadership Group

© 2005 NSLG 7

In our survey of over 2000 American In our survey of over 2000 American professionals, we found strong correlations professionals, we found strong correlations

between teen-age gaming experience and beliefs. between teen-age gaming experience and beliefs.

Figure 4-1Competition is the law of nature.

55.3%52.7%

63.6%

49.8%54.5%

65.8%

40%

45%

50%

55%

60%

65%

70%

Nongamer ModerateGamer

FrequentGamer


FrequentGamer

Younger Older

Figure 4-2I really care about the fate of the organization I work for.

39.4%41.0%

44.0%

52.8% 54.2%56.1%

30%

35%

40%

45%

50%

55%

60%


FrequentGamer


FrequentGamer

Younger Older

Figure 4-3I prefer pay and bonuses based on actual performance rather than a

set salary.

34.6% 36.5%

47.1%44.7% 44.6%

53.5%

30%

35%

40%

45%

50%

55%

60%


FrequentGamer


FrequentGamer

Younger Older

Figure 5-1Emotionality

16.0% 17.0%20.0%

8.0% 7.0%

12.0%

0%

5%

10%

15%

20%

25%


FrequentGamer


FrequentGamer

Younger Older

Figure 5-2The best w ay to get things done is to connect w ith the right

people.

72.1%70.6%

77.5%

69.2%

73.4%

77.4%

60%

65%

70%

75%

80%


FrequentGamer


FrequentGamer

Younger Older

Figure 5-3Share the problem one on one w ith employees and ask for their

input, but make the decision on your own.

28.0%

19.0% 20.0%24.0%

14.0% 14.0%

0%5%

10%15%20%25%30%35%40%


FrequentGamer


FrequentGamer

Younger Older

Figure 6-1The best rewards come to those who take risks

45.7%

50.1%

60.7%

48.5%51.8%

61.3%

40%

45%

50%

55%

60%

65%

70%


FrequentGamer


FrequentGamer

Younger Older

Figure 6-2Taking measured risks is the best way to get ahead.

52.9%54.6%

59.7%

50.1%

54.2%

62.6%

40%

45%

50%

55%

60%

65%

70%


FrequentGamer


FrequentGamer

Younger Older

Figure 7-1My life could be happier than it is now.

59.1% 59.8%

68.3%

55.8%58.1%

60.6%

50%

55%

60%

65%

70%

75%


FrequentGamer


FrequentGamer

Younger Older

© 2005 NSLG 8

… … but the Gamer Generation is not well understood.but the Gamer Generation is not well understood.

• They think different.• They believe different.• They learn different.

© 2005 NSLG 9

Big Caveat: Gamers are different, but not Big Caveat: Gamers are different, but not THAT different.THAT different.

• Gamers are still evolving so it’s hard to tell how their lives will take shape.

• But there is no doubt Gamers: – continue to immerse themselves

in ever more powerful learning technology.

– hold new beliefs about what is important in life.

– will have a major impact on society as they continue to mature.

© 2005 NSLG 10

Growing up “on games” creates a new way of Growing up “on games” creates a new way of thinking about the world.thinking about the world.

• Games are a valid way to experience and learn about the world.

• Games change how they respond to incentives & risk and how they absorb new concepts.

• Games provide an important outlet for creativity and drive down new problem solving methods.

• Games command their ATTENTION better than most other types of interfaces.

© 2005 NSLG 11

Is this a generation of slackers or a generation Is this a generation of slackers or a generation of unreasonable-risk takers?of unreasonable-risk takers?

The “Reset Generation?”

• Prefer to learn by trial and error• Can always do the most outlandish

things and make it okay

… but …

• To win have to get through the obstacles

–Lots of hard work

–Strategy guides

• Have to remember (learn) everything from before to progress

© 2005 NSLG 12

Are Gamers more competitive?Are Gamers more competitive?

• Gamers are more inclined to view winning as “everything” and are more inclined to view competition as the law of nature.

55%26% 63%14%

Winning is Everything Competition is the law ofnature

Non-gamers Frequent Gamers

© 2005 NSLG 13

• Gamers spend less time on entertainment and more time on competing.

• Games have trained them to look for how to “win” at any situation.

• But there are some boomers who feel otherwise:“I can’t believe that, my son doesn’t seem to want to win at anything”

To most of us, Gamer competitiveness should To most of us, Gamer competitiveness should not be that surprising.not be that surprising.

“Madden NFL 2004”

© 2005 NSLG 14

Are Gamers global in their thinking?Are Gamers global in their thinking?

51%39%

It is ingenious for businesses totake advantage of operating in

other countries to enhanceprofits.

70%76%

American companies should keepoperations in America even if

operating in other countries wouldbe cheaper.

Non-gamersFrequent Gamers

77%84%

If given a choice I prefer productsmade in America.

© 2005 NSLG 15

Gamers are naturally global.Gamers are naturally global.

• Games are part of a burgeoning universal culture.

• The same games are culturally accepted all over the world.

• Gamers will enter the ranks of management with more in common with their global counterparts than ever before, thanks to technology.

“Super Mario Brothers 3”

(Japanese & American versions)

© 2005 NSLG 16

Are Gamers more sociable?Are Gamers more sociable?

39% 45%

I have a greater need for human relationships.


As measured by questions like:

• It is important to me to be accepted and appreciated by coworkers.

• It is important to me to have close friends at work.

• I prefer working with others rather than alone.

• I find people more simulating than anything else. I have a great need for human relationships.

© 2005 NSLG 17

• Gamers also believe connecting with the right people gets things done more quickly.

• Gamers prefer decision making after getting input from employees.

• Gamers don’t like making decisions on their own without discussing it first.

Gamers are more sociable and work better in Gamers are more sociable and work better in teams.teams.

“Everquest”

© 2005 NSLG 18

Are Gamers more likely to take the easy road? Are Gamers more likely to take the easy road?

The best rewards come to those who take risks.

46%

50%

61%

49%

52%

61%

40%

45%

50%

55%

60%

65%

70%


FrequentGamer


FrequentGamer

Younger Older

Taking measured risks is the best way to get ahead.

53%

55%

60%

50%

54%

63%

40%

45%

50%

55%

60%

65%

70%


FrequentGamer


FrequentGamer

Younger Older

© 2005 NSLG 19

Gamers don’t mind risk, but exhibit an attitude Gamers don’t mind risk, but exhibit an attitude of “immunity to failure.”of “immunity to failure.”

• Gamers leap into problems they may not be familiar with.

• Problems are to be engaged rather than studied—“failure” is just a chance to try again.

“Tony Hawk Pro Skater 4”

© 2005 NSLG 20

Do Gamers come across as self-important?Do Gamers come across as self-important?

• Gamers prefer to be paid according to their actual performance, rather than a title or a set salary.

35% 45% 66%47% 54% 75%

I prefer pay and bonuses basedon actual performance rather

than a set salary.

I am considered a deep expert inthe work I do for my company

If it needs to be done right, I'dbetter do it myself.


• Gamers consider themselves to be experts and are more confident about their abilities than non-gamers.

© 2005 NSLG 21

• They consider themselves to be experts and are more confident about their abilities than non-gamers.

• Playing games has convinced them they can succeed at anything with enough practice.

Gamers are more confident of their abilities.Gamers are more confident of their abilities.

“Lineage II”

© 2005 NSLG 22

… … but, interestingly, Gamers believe but, interestingly, Gamers believe more in luck.more in luck.

15% 25%

When I get what I want, it is usually because I amlucky.


© 2005 NSLG 23

Gamers are flexible and don’t mind change.Gamers are flexible and don’t mind change.

• Gamers understand that life never goes according to plan.

• Gamers have never been a part of old static models of business.

• They don’t need to be convinced that change is constant.

“Ninja Gaiden”

© 2005 NSLG 24

Gamers can easily “go meta.”Gamers can easily “go meta.”

• Taking a step back to analyze a situation can be a lifesaver.

• Games teach you how to do this—most of game play (besides first-person shooters) is in “meta” games.

• Games also feature “switches” in perspective, teaching gamers how to play other roles.

“Sonic Adventure 2 Battle”

© 2005 NSLG 25

Gamers want to be heroes.Gamers want to be heroes.

• The entirety of most video game experiences is a “quest” or mission to be accomplished.

• Games motivate through an instinct for heroism more than any material rewards (no one pays them to play video games!).

“City of Heroes”

© 2005 NSLG 26

Gamers can be led (and led well) if you Gamers can be led (and led well) if you understand some simple rules.understand some simple rules.

• Gamers have a natural instinct for heroism. Gamers believe their performance matters to others. Frame the tasks they undertake in those terms. Encourage them to be experts.

• The world is a logical, human-friendly place. Games are basically fair. Events may be random but not inexplicable, and there is not much mystery.

• It is natural to move quickly move between tasks. Crazy as multitasking looks, it may actually be difficult for the game generation to work hard any other way.

• Life should be fun. If you want to get your Gamer (and even your Boomer) employees immersed in your business, make sure it is fun.

• Strategy Guides are good; Level Bosses are not.

© 2005 NSLG 27

Great games combine all six types of Great games combine all six types of attention.attention.

Attractive:• Beautiful People• Birth• Thrill of Victory

Aversive:• Unattractive People

• Death• Agony of Defeat

Voluntary:• TV/Print Advertising• Hobbies• A Rainbow

Captive:• Cinema Advertising• Work Assignments

• Bad Weather

Front of Mind:• Business Discussion• Buying a Car• Lover

Back of Mind:• Commuting to Work

• Buying Milk• Spouse

—— Types of Attention ——

The Goal:

ToMaximize Effective

Attention

Flow Experiences

(extreme fun)

© 2005 NSLG 28

To help the Game Generation learn with games, To help the Game Generation learn with games, you have to appeal to what they KNOW about you have to appeal to what they KNOW about

the world.the world.

The Experience Must Be:• Competitive• Risky• Difficult• Social• Global• Heroic• Attention-getting

– Back of Mind– Front of Mind– Aversive– Attractive– Captive– Voluntary

© 2005 NSLG 29

The most important thing is to The most important thing is to stay current.stay current.

• Every single human born from now on will regard games as perfectly normal—that’s every 8 seconds in the U.S.

• New technologies, new games and new interpretations of both signal that games are constantly providing new learning opportunities.

Name that tune…

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