HRÁČI DIGITÁLNÍCH HER JAKO SOUČÁST MARKETINGU NOVÝCH MÉDIÍ

Zdeněk Záhorazdenek.zahora@gamestudies.czMU Game Studies, o.s.

MU Game Studies, o.s.

od roku 2009 konference – CONference 2013 podpora studentů a jejich prací první web herních studií v ČR

www.gamestudies.cz

STORYLINE uživatelé, digitální hry a participace marketing digitálních her hráč jako ideální advokát hry formy reference, jak hráči prodávají hru ostatním co mají společné hry, které hráči rádi „prodávají dále“ dramatická změna vztahu uživatele, hry a vývojářů co z toho má hráč/akademik/vývojář shrnutí

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

Doporučení Performance Kreativita

Digital Game User

• U PIVA• NA FÓRECH• VIDEO• RECENZE

• 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

otevřený x uzavřený herní zážitek emergentní příběhové situace x linearita otevřená platforma x žádný modding hra jako nástroj x hra jako dílo

GAME MECHANICSPARTICIPATION

vlastní herní rytmus (Dead Rising 2, Minecraft)

přizpůsobení, charakterizace (Saints Row The Third, Sims3)

jedinečný průchod hrou (Dwarf Fortress, Skyrim, Fallout 3)

emergence, generativnost (UFO, Dwarf Fortress, Terraria, Arma)

možnosti exprese (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