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Copy of Applied Gaming for social change

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Rolf van der Maas

on 18 June 2013

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Transcript of Copy of Applied Gaming for social change

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END (for now..)
What need do be done now?

Bring together developers, artists and other creative minds for a short time period during which a collective effort is made to create a new game
Game Jam
- Rank a Brand (GROW-GL): €50.000, bereik: 25.000
- On The Ground Reporter (GROW-GL): €100.000, bereik: 350.000
- Habbo Hotel (GL): EUR 20.000, bereik 30.000
- UPACT (GL): EUR 17.000, bereik 40.000
- Eerlijke Bankwijzer: EUR 20.000
- My Body My Say via Butterfly Works
- M&F: 2 applied games gepland voor 2013
Applied Games Oxfam Novib
- Gaming as integral part of people’s life (PROCESS not Project)
- Games = a SERVICE, not just a product
- Not only sending information but INTERACTIVE (Gamer can determine the course)
- Game is (or at least should be) adapted to the receiver.
- MASSIVE OUTREACH and audience popularity (if the game is good)
- It is FUN!
Why does it work?
Gaming is
- Coordination & exchange
gamers business
What is Applied Gaming?
Games 4 Change:

Applied games as strategy for social change

Behavior Change
: use the right
for the right
Virtual world meets physical world
Not doing MORE with less, but doing NEW with less
Realification of games - Gamification of reality

Serious games

News games

Simulation Games

Persuasive Games

Games for Health
Organizational dynamic games

Art Games



Productivity game

Game based Learning
- In 2008 snel groeiende markt. Daarna stagnatie, nu grote groei.
- NL = voorloper in gamedesign, gevolgd door Noorwegen & Singapore
- NL: ± 400 gamebedrijven, w.v. 5 ≥ 40 werknemers (http://appliedgamedesign.org)
- Verborgen doelgroep: vrouwen 25-40 jr; mannen ≥ 50!
- 'Mannenwereld', vrouwen weinig betrokken in designproces, maar spelen wel veel
- Doelgroep 10-40 jaar: meest interessant voor gedragsverandering
- Applied Games worden steeds meer ingezet. Zorgsector loopt voorop.
Other possibilities & ideas
NEWzOO: http://www.newzoo.com/infographics/infographic-2012-netherlands/
2 new applied games
Eerlijke Bankwijzer
TOOL voor:
- fundraising
(www.onebiggame.com / gramble)
- awareness raising
- kennisoverdracht
- capacity building / trainingen
- monitoring & evaluatie
Global Link
- Understand how we can successfully apply game design to create new or better services and experiences for our target groups.

- Develop an innovation strategy integrating game design & technology.

- Develop, test and evaluate game concepts that fit the goals of our organization.

- Select, collaborate with and evaluate the creative agencies and technology partners that build and apply games.
~ 8 miljoen gamers in NL
~ 570.000.000 USD spent on games in NL
~ 9.500.000 uur per dag
- Gamestrategie ontwikkelen (o.b.v. businessmodel) om meer betrokkenheid bij OS te creëren bij
minder toegankelijke doelgroep
- Game Jam organiseren
- Game testen
- Game uitwerken
- Launch
Design the Big game as well as the little game.
- HKU-students: artists, programmers, music technicians, media producers (film, animation)
- Student collectives TU Eindhoven, Fontys, TU Delft, etc.
- Create Sounding Board Group of AG focal points, involving HRM, Innovation Lab, KPM, SPEF, Projects, Lobby, Campaigns, Marketing & Fundraising

- Monitor & evaluate GL Pilot Project Experience

- Invite Game Architect to support innovation strategy integrating gamification within the whole organisation & build capacity
- Grootste groei nu in mobile devices free games business models
Wie zijn de gamers?
- Weman
- My Body, My Say
Global Link
- Rank a Brand
- On the Ground Reporter
- Upact
- Habbo hotel
- Innovative strategy to reach larger audiences through gamification
Human Resources
- Vrouwen zijn meer social media players en mannen meer war/win gamers
- Integrate into all our work (projects, policy, strategy)
- Funding
"On The Ground Reporter in Uganda"
Full transcript