learning games and generation y - amuzo
TRANSCRIPT
Amuzo harnesses thepower of play to engage, educate and inspiremobile audiences around the world
WHAT DO WE DO?
amuzo.com @amuzogames amuzo
Bournemouth based game development studio
Over one billion app sessions
No.1 apps in 150 countries(97% of all iOS stores)
LEGO® have been our largest client since 2006
WHO IS AMUZO?
amuzo.com @amuzogames amuzo
Generation Y were born between 1980 and the early 1990s
By 2018 over half the UK working population will be from Generation Y
Millennials love training and development
WE ARE TARGETING GEN Y
amuzo.com @amuzogames amuzo
DESIRABLE BENEFITS
amuzo.com @amuzogames amuzo
Source: PWC Millennials at Work report.
22%19%
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8%6% 6% 5% 4% 4%3% 3% 2% 2% 2% 1%
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Over 91% own a smartphone
82% of time spent on mobile devices is accessing Apps
96% have an account on at least one social network
Engaging and social mobile content is the key to success
HOW DO YOU COMMUNICATE WITH GEN Y?
amuzo.com @amuzogames amuzo
GAMES vs COMPETING MEDIA
amuzo.com @amuzogames amuzo
30%
28%
18%
10%
8%
16%
48%
34%
67%
32%
41%
25%
22%
5%
11%
IMM
ERSI
ON
vs
MU
LTI T
ASK
ING IMMERSION
“I don’t think aboutanything else when I’m...”
PlayingGames
WatchingTV/Films
BrowsingInternet
Listening to Music
UsingSocial Media
“I will often be doingsomething else whilst I’m...”
ENGAGEMENTMULTITASKING
2014, Internet Advertising Bureau UK (Gaming Revolution Report)
GAME
PERIOD OF ENGAGEMENT
RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT
PERIOD OF ENGAGEMENT
ENGAGEMENT THEORY
amuzo.com @amuzogames amuzo
Offer the following content at the Point of Engagement:
A challenge with measurable success
Content with aesthetic / sensory appeal
A subject / activity of interest (includes novelty)
The ability to try again, repeatedly
POINT OF ENGAGEMENT
amuzo.com @amuzogames amuzo
Improve the Period of Engagement with:
Gaining new or enhanced skills and / or knowledge
Regular feedback on progression (praise)
Direct control / interaction
Social inclusion
PERIOD OF ENGAGEMENT
amuzo.com @amuzogames amuzo
What do you think the most requested game feature is in LEGO® Games?
The ability to ‘level up’?
The ability to play together?
The ability to beat your friends?
QUESTION
amuzo.com @amuzogames amuzo
What do you think the most requested game feature is in LEGO® Games?
The ability to ‘level up’?
The ability to play together?
The ability to beat your friends?
QUESTION
amuzo.com @amuzogames amuzo
To maximise Re-Engagement offer:
A reward for returning
The potential completion of a goal / sub goal
The opportunity to ‘be lucky’ during their next experience
Social challenge
RE-ENGAGEMENT
amuzo.com @amuzogames amuzo
THE CALL TO ACTIONAfter each game the player is prompted to act on what they have experienced
Every time they play, the more obvious the decision to act becomes
The next step in their education is immediately accessible in just one click
amuzo.com @amuzogames amuzo
GAME
PERIOD OF ENGAGEMENT
RE-ENGAGEMENT CALL TO ACTIONRE-ENGAGEMENTENGAGEMENT RE-ENGAGEMENT CALL TO ACTIONPOINT OF ENGAGEMENT
PERIOD OF ENGAGEMENT
ENGAGEMENT THEORY
amuzo.com @amuzogames amuzo
SYSTEM DESIGN
amuzo.com @amuzogames amuzo
CONTENT DISTRIBUTION
ANALYTICS
EMAIL / PUSH NOTIFICATIONSIGN
IN
SESSION REWARD
SELECTTOPIC
QUIZ(WIN LIVES)
CHALLENGEPASS RATE
IF NOTPASSED
COMPLIANCE TRAINING
amuzo.com @amuzogames amuzo
SESSION REWARD
SELECTTOPIC
QUIZ(WIN LIVES)
CHALLENGEPASS RATE
IF NOTPASSED
GAME(USE LIVES)
COMPLIANCE TRAINING
amuzo.com @amuzogames amuzo
OPTIONAL LEARNING
SESSION REWARD
SELECTTOPIC
QUIZRESULTS
LEVELUP
QUIZ(WIN LIVES)
NOCHALLENGEPASS RATE
IF NOTPASSED
POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT
PASS RATEACHIEVED?
GAME(USE LIVES)
ACHIEVEMENTS
COMPLIANCE TRAINING
amuzo.com @amuzogames amuzo
OPTIONAL LEARNING
VOLUNTARY TESTING (RE-ENGAGEMENT)AGEM NT)TING ( E-ENGVO RY TESLUNTA
SESSION REWARD
SELECTTOPIC
CALL TOACTION
QUIZRESULTS
LEVELUP
QUIZ(WIN LIVES)
NO
YES
CHALLENGEPASS RATE
CHALLENGESTAFF
MEMBERS
IF NOTPASSED
IFPASSED
ENHANCED LEARNING
POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT
PASS RATEACHIEVED?
GAME(USE LIVES)
ACHIEVEMENTS
COMPLIANCE TRAINING
amuzo.com @amuzogames amuzo
CORE MESSAGE & CHALLENGE
SELECTOPPONENT
THEMED GAME HI-SCORETABLE
ACHIEVEMENTSREADY TO
APPLY YOURNEW SKILLS?
POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT
LEARNING GAMES
amuzo.com @amuzogames amuzo
CORE MESSAGE & CHALLENGE
SELECTOPPONENT
NOOPTIONALLEARNING
SCOREMORE
POINTS
UNLOCKIN-GAME
ADVANTAGE
THEMED GAME HI-SCORETABLE
ACHIEVEMENTSREADY TO
APPLY YOURNEW SKILLS?
RE-ENGAGEMENT
POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT
LEARNING GAMES
amuzo.com @amuzogames amuzo
CORE MESSAGE & CHALLENGE
SELECTOPPONENT YES
NOOPTIONALLEARNING
SCOREMORE
POINTS
UNLOCKIN-GAME
ADVANTAGE
PRIMARY
KPIACHIEVED
THEMED GAME HI-SCORETABLE
ACHIEVEMENTSREADY TO
APPLY YOURNEW SKILLS?
RE-ENGAGEMENT
POINT OF ENGAGEMENT PERIOD OF ENGAGEMENT
LEARNING GAMES
amuzo.com @amuzogames amuzo