digital game users as a participatory part of new media marketing

DIGITAL GAME USERS AS A PARTICIPATORY PART OF NEW MEDIA MARKETING

Zdeněk Záhora zdenek.zahora@gamestudies.czMU Game Studies, o.s. (NGO)Czech Republic

MU Game Studies, o.s.

Non Government Organization Academic conferences – CONference 2013 Consulting for students (diploma theses) First academic website about digital games

studies in the Czech Republicwww.gamestudies.cz

STORYLINE users, digital games and participation digital games marketing the player as an ideal videogame advocate types of references, how gamers sells their favorite games to

others what are the similarities of games which gamers „like to sell„ dramatic change in relationship of users, games and

developers The results of a presentation for gamer/academic/developer

AXIOM

THE BEST MARKETING TOOL IS USER REFERENCE

SIMPLY HAPPY CUSTOMER

DIGITAL GAMES

AAA x indie game promo

Tomb Raider x ARMA 3 (alpha) promo

Torchlight 2 x Hotline Miami position

Dwarf Fortress x FTL funding

DIGITAL GAME USER

Participatory Lawrence Lessig

Active Henry Jenkins Creative Nicolas

Bourriaud Subcultural Matt Hills

AXIOM

DIGITAL GAME USER IS AN IMPORTANT FORCE WHICH INFLUENCE MARKETING AND

SALE RESULTS OF A PARTICULAR GAME.

PERSONAL REFERENCE

Reference Performance Creativity

Digital Game User

• IN A PUB• ON FORUMS• VIDEO• REVIEW

• AAR• LP• ESPORT• STREAMING

• FAN ART• FICTION• MODS• SPEEDRUN

AAR, LP, STREAMING, SPEEDRUN

HOW TO STIMULATE PARTICIPATION?

ANY MEDIUM STRONG MOTIVE (symbol, story) TOOLS FOR USER (ways to create, collect information) PLATFORM FOR DISTRIBUTION (share, circulate, evaluate) ENDORSE FROM THE CREATOR (no restraints)

HOW TO STIMULATE PARTICIPATION?

DIGITAL GAMES MOTIVE => user story TOOLS => customization, editor, mods PLATFORM => subculture, social media,

community, hall of fame ENDORSEMENT => contests, official approval,

devs involvement

AXIOM

PARTICIPATORY COMMUNITY =

GREAT MARKETING POTENTIAL

PARTICIPATORY CULTURE

Creative Collective intelligence Viral Cheap

CREATIONS

Dota DayZ Skyrim Half-life Terraria

Dwarf fortress Stuns !? Minecraft GTA Legend of Grimrock

GAME DESIGN

open (non-linear) x closed (controlled) game experience

emergent story situation x linear story open platform x no modding game as a tool x game as an art piece

GAME MECHANICSPARTICIPATION

own gameplay rhythm (Dead Rising 2, Minecraft)

Customization, characterization (Saints Row The Third, Sims3)

unique walkthrough (Dwarf Fortress, Skyrim, Fallout 3)

emergence (UFO, Dwarf Fortress, Terraria, Arma)

Means of expression (Minecraft, Garry’s mode)

SIMILARITIES

flexible game walkthrough emergent stories game as a self expression tool open platform strong story motive, symbol

SUMUP

PARTICIPATIONMOTIVE

TOOLS

PLATFORM

APPROVAL

SUMUP

DIGITAL GAME CUSTOMERS

STIMULATEDMARKETING

BUYERS

PAIDMARKETING

DRAMATIC CHANGES

STREAMING VIDEO PRODUCTION CONSUMING DIGITAL DISTRIBUTION FUNDING

IS IT USEFUL - USER

• enhanced experience• more information• diversification of content• means of expression• global creative communities

IS IT USEFUL - ACADEMIC

• sociological themes, distinctive groups• usage of a new media• participatory marketing• text, paratext, design and game mechanics• digital game as a tool

IS IT USEFUL - DEVELOPER

• community management• participatory principles• a priori design choices• ad hoc community endorsements• participatory marketing

ALL IN ONE SENTENCE

Consumption of digital games is a liquid changing structure which can be used to

achieve artistic, community, business and educational goals through player

participation.

THANK YOU VERY MUCHDANKE VÁM VERY FLIESCHVALA SIE VERY MYIA

PREIS CIFFRE VERY HODNĚSHAME CIPHER VERY PLENTY

Zdeněk ZáhoraMU Game Studies, o.s.

www.gamestudies.cz