Entre advergames, engajamento e
comportamento do consumidor
Vanissa Wanick
Palestra virtual UFF 2017
Olá!Meu nome é Vanissa Wanick e sou designer e pesquisadora em games.
Estudante de doutorado da Winchester School of Art(University of Southampton)
#gamesUR entusiasta <3
UI/UX designer
Interesses de pesquisa: inteligência coletiva em jogos, jogos persuasivos, estudos culturais e sustentabilidade
www.vanissawanick.com
Por que falar em games?
• Diversão
• Jogos podem fazer um mundo
melhor (Jane McGonigal em TED
talk)https://www.ted.com/talks/jane_mcgonigal_gaming_can_make
_a_better_world
• 2.2 bilhões de gamers no mundo
(NewZoo site) https://newzoo.com/
• Engajamento, envolvimento, experiência
Jogos
• Possuem um objetivo
• Possuem regras
• São atividades voluntárias
• Requerem feedback para o
jogador
• Jogadores podem resolver
problemas = ação
Diversão = respeito
https://www.youtube.com/watch?v=78rPt0RsosQ&index=9&list=FLB3TE4oZb0GDLv7I0JpcSCw
Around the 6min
Engajamento
• Número ou qualidade
psicológica?
• Comportamento
• Atenção, desafio, feedback, interatividade, percepção de
controle e satisfação (O’BRIEN
E TOMS, 2008)
• Imersão e interatividade (BOYLE ET AL., 2012 )
“
Engajamento é a qualidade da experiência do usuário com uma tecnologia que é caracterizadapor desafios, apelos estéticos e sensoriais, feedback, novidade, interatividade, percepção
de controle e tempo, conscientização, motivação, interesse e emoção.
(O’BRIEN E TOMS, 2008)
• Economia da
experiência
• Consumo da
experiência
= valor da
experiência
Experiência
https://hbr.org/1998/07/welcome-to-the-experience-economy
Experiência
• A perspectiva do usuário varia
= depende do contexto, do
repertório, expectativas (muda
com o tempo)
• Pragmatismo = usabilidade,
fácil de usar
• Hedonismo = emoção, memória,
identificação
Marcas
Brand as arising from all of a business’s activities. Adapted from (Newbery and Farnham 2013)
Advergames
https://www.youtube.com/watch?v=Dl-6C1elTl8
https://www.youtube.com/watch?v=phm_jBVw8ag&list=PL3F1542E9B3C58D4C
This is just one example, the research is not focused on “Fanta” (brand)
https://play.google.com/store/apps/details?id=air.br.com.sioux.fantacomicbookmobile&hl=en
Advergames e comportamento do consumidor
Advergames
• Jogos persuasivos = comunicação
de uma mensagem
• Interatividade e envolvimento
com a marca (DAHL ET AL. 2006)
Desafios
• Medir engajamento
• A perspectiva do usuário (variade acordo com o contexto, repertório, memória, aspectosdemográficos)
• O design de interação e intervenções = como comunicar a mensagem para o usuário
• A troca de valores entre o design do produto e o usuário quepermite tal experiência
“
“digital games—like other technologies and
like social practices, systems, and
institutions—have values embedded in them” –
Flanagan & Nissanbaum, 2014
“
“Values are properties of things and states
of affairs that we care about and strive to
attain. They are similar to goals, purposes,
and ends, but usually they possess a higher
degree of gravitas and permanence, and they
tend to be more abstract and general” –
Flanagan & Nissanbaum, 2014
“
“the meaning of a game, of any game, lies in its rules, as presented to players who
experience them by means of simulation fever; that is, completing the meaning of the game
communicated through rules using their player repertoire (Juul, 2005)” - Miguel Sicart, 2011
http://gamestudies.org/1103/articles/sicart_ap
“
“Designers’ intentions matter but are not
fully determinative; unintended values may
be served in spite of these intentions, and
intended values may fall flat.” – Flanagan &
Nissanbaum, 2014
Referências
• Walz, S. P., & Deterding, S. (2015). The Gameful World: Approaches, Issues, Applications. Mit Press.
• Juul, J., & Revolution, A. C. (2009). Reinventing Video Games and Their Players.
• McGonigal, J. (2011). Reality is broken: Why games make us better and how they can change the world. Penguin.
• Bogost, I. (2007). Persuasive games: The expressive power of videogames. MitPress.
• Furstenberg et al., (2001). Giving a virtual voice to the silent language of culture: The CULTURA project http://llt.msu.edu/vol5num1/furstenberg
• LeDoux, J. (2002). Synaptic self: How our brains become who we are. New York: Penguin.
• Thorne, S.L., (2003a). Artefacts and cultures-of-use in interculturalcommunication http://llt.msu.edu/vol7num2/thorne
• Crystal, D. (2001) Language and the Internet (Cambridge: Cambridge University Press)
• O’Dowd, R. (2001) In search of a truly global network: hhtp://callej.org/journal/3-1/o_dowd.html
• Marcoccia, M. (2012) The internet, intercultural communication and cultural variation. Language and Intercultural Communication, 12:4, 353-36 http://dx.doi.org/10.1080/14708477.2012.722101
• Ersoz, S. (2009) Cultures in Cyberspace: Interpersonal communication in a computer-mediated environment http://maltepe.academia.edu/SelvaEesoz/Papers/563123/Cultures_in_cyberspace_interpersonal_communication_in_a_computer-mediated_Envrionment
• Würtz, E. (2005). A cross-cultural analysis of websites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11(1), article 13.http://jcmc.indiana.edu/vol11/issue1/wuertz.html
• Usunier, J. C. (2000). International marketing. A Cultural Approach, New York.
• Marcus, A., & Gould, E. W. (2000). Crosscurrents: cultural dimensions and global Web user-interface design. interactions, 7(4), 32-46.
Referências
Obrigada!
Vanissa WanickInteraction designer e pesquisadoraMBA, estudante de doutoradoWSA – University of [email protected]
vanissawanick.com/research
http://www.thegamesdesignhub/