Beyond advergaming design: the convergence of branded currency, social exchange, trust and contextual experiences
1. 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
2.
3. 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).
4. 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).
6. 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.
7. 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?
9. 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.
10. 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.
11. Context is the game space, when, how and
where people make their decisions. How does
the environment influence people’s behaviour?
12. Technologies that involve pervasive interaction
and Internet of Things could be a way to
understand this relationship.
13. The combination of those three elements could
help to situate advertising in the ludic culture,
including cues for emotional behaviour and
storytelling.
20. 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_m
eet_the_future_of_branded_currency
Editor's Notes
First I will start by giving some examples of advergames, as you can see in the slide.
If you play games, you might have played one of them.
As you might know, developments in the games industry and games studies have opened games research as to behaviour change.
In other words, games can influence people’s behaviour and they are natural engaging tools.
What about advergames?
Advergames built around a brand message – a persuasive message
And they also reflect the ludification of culture
The consideration of games as culture has brought inumerous studies relating gamification and applications of games into different areas – and in that case, advergames
Imagine, everyone that has a mobile phone could have access to play games
It is part of everyday life
But how can brands understand this context?
There is a convergence of branded content into play and branded currency
And now, people have access- they are not just passive consumers, they are active actors
So how do we combine those elements?
First, let’s start by branded currency. One example of branded currency is the loyalty cards – for example.
Because of the context of gaming culture, the integration of branded currency and play could be enabled by games that can incorporate all the necessary elements for an effective experience
The big quesiton is…
Our suggestion
Social currency is what make people share things. It could related to status, utility and emotion
Trust is built on relationships – it is centered on collaborative consumption.
Context – the environment
So, we assume that pervasive technology could help to understand this relationship
That could be also related to emotional behaviour and storytelling
Lego Serious Play – for example could help to know more about those 3 aspects