beyond advergaming design: the convergence of branded currency, social exchange, trust and...
TRANSCRIPT
![Page 1: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/1.jpg)
Beyond advergaming design: the convergence of branded currency, social exchange, trust
and contextual experiences
Vanissa Wanick; Ashok Ranchhod – University of Southampton, Winchester School of Art
![Page 2: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/2.jpg)
![Page 3: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/3.jpg)
Scenario• Ludification of culture (Raessens, 2006; 2012)• Convergence of branded content into a
combination of play and branded currency• Technology empowers consumers, who
become co-creators of value and active participants of their own process of decision-making (Ranchhod, 1998).
![Page 4: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/4.jpg)
Branded currency is an independent currency, which evokes loyal behaviour, through the collection of points, for example. Loyalty, then, becomes a “micro-economy” (Kemp-Robertson, 2015).
![Page 5: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/5.jpg)
How can play shape branded currency?
![Page 6: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/6.jpg)
The integration between branded currency and play could transcend the technology that embeds the advergame. Hence, as advertising becomes ubiquitous, the advergame itself becomes pervasive, expanding the presence of the branded message into real-world contexts.
![Page 7: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/7.jpg)
How would people feel invited to play a game that is sponsored by
a brand?
What is the future of advertising in the gameful world?
![Page 8: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/8.jpg)
Three words could help to shape this answer:
Trust Social Context
![Page 9: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/9.jpg)
Social currency is a concept brought by Berger (2013) as an exchange of values that would make people to achieve positive impressions from others by sharing specific content.
![Page 10: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/10.jpg)
Trust as a currency represents the value of collaborative consumption, built on personal relationships (Botsman, 2012). For example, the search of products’ reviews could also describe trust.
![Page 11: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/11.jpg)
Context is the game space, when, how and where people make their decisions. How does the environment influence people’s behaviour?
![Page 12: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/12.jpg)
Technologies that involve pervasive interaction and Internet of Things could be a way to understand this relationship.
![Page 13: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/13.jpg)
The combination of those three elements could help to situate advertising in the ludic culture, including cues for emotional behaviour and storytelling.
![Page 14: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/14.jpg)
![Page 15: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/15.jpg)
https://www.youtube.com/watch?v=eKrzxd24-BA
![Page 16: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/16.jpg)
http://postscapes.com/internet-of-things-award/project/real-world-minecraft-lighting/
![Page 17: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/17.jpg)
?
![Page 18: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/18.jpg)
Thank you!
• Vanissa Wanick; Ashok Ranchhod – University of Southampton, Winchester School of Art
![Page 19: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/19.jpg)
References
• http://www.lego.com/en-gb/seriousplay/• http://midas.ioe.ac.uk/case-studies/• http://postscapes.com/internet-of-things-awa
rd/project/real-world-minecraft-lighting/• http://www.servicedesigntools.org/• http://www.gamasutra.com/view/feature/186
514/storyboarding_for_games_user_.php
• https://www.researchgate.net/publication/260593933_Neuromarketing-_A_Step_Ahead_of_Traditional_Marketing_Tools
![Page 20: Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences](https://reader036.vdocuments.mx/reader036/viewer/2022062503/58777f851a28abc85f8b5491/html5/thumbnails/20.jpg)
References• Ranchhod, A. (1998). Advertising into the next millennium. , 17(4).• Raessens, J. (2006). Playful identities, or the ludification of culture. Games
and Culture, 1(1), 52-57.• Raessens, J. (2014). The ludification of culture. Rethinking Gamification. 91-
114• Berger, J. (2013). Contagious: Why things catch on. Simon and Schuster.• Botsman, R. (2012). The currency of the new economy is trust. TED Talks.
[Talk] Retrieved from http://www. ted. com/talks/rachel_botsman_the_currency_of_the_new_economy_is_trust. html.
• Kemp-Robertson, P. (2013) Bitcoin. Sweat. Tide. Meet the future of branded currency. TED Talks.[Talk] Retrieved from https://www.ted.com/talks/paul_kemp_robertson_bitcoin_sweat_tide_meet_the_future_of_branded_currency