Gaming and Hybrid Platforms Stephan Dahl

Early Video Games One year after the ‘first computer’, the ‘first videogame’ was developed by Alan Touring 1951: the first dedicated computer for gaming was developed 1960s: ideas of ‘video games consoles’ emerge 1970s: the first mass-produced games

MUD, Second Life and Virtual Worlds Many games focused on recreating ‘reality’ MUD = Multi User Dungeon Early text-based ‘virtual worlds’ developed at the University of Essex (1978)

Continuing Realism After MUD, increasingly ‘realistic’ worlds, allowing interaction with other online players: e.g. CompuServe’s WorldsAway (1995) SecondLife (2003) became the first large- scale ‘virtual world’ including own currency, economy etc

In-game Advertising Product and brand placements in games: –Branded storefronts –Advertising boards on football pitches –Sometimes integral game components

Advergames Hybrid between advertising and a game: –Products and brands are mostly integral part of the game –Purchases may enhance game experience (new levels etc.) IGA and Advergames popular with advertisers, as games are played over and over again But also often linked to unhealthy food items

Four Theoretical Concepts Social Cognitive Learning Persuasion Knowledge (see previous) Limited-capacity Model of Motivated Mediated Message Processing (L4MP) Flow

Social Cognitive Learning Social Cognitive Learning explains how humans learn through observing others. Based on Social Learning Theory Complements Social Contagion Theory

L4MP Assumes limited cognitive capacity Attention is divided between primary (playing the game) and secondary tasks (brand recognition) When at capacity, new cognitive processes cannot be started –E.g. activation of persuasion knowledge Debate whether it is best to have incongruent placements in games (second task becomes prominent) – or not (non-activation of persuasion knowledge)

Flow Flow is a mental state where full immersion occurs Results are: –Feeling in complete control –Enjoyment During flow brand recall is lowered – but brand attitudes are affected positively!

Gamification Gamification brings game-like aspects to consumption experiences Two main strategies: Rewarding completion of tasks Competing with friends