What is NEMOG? New Economic nomic Models ls & O Opportuniti - - PowerPoint PPT Presentation

What is NEMOG?

New Economic nomic Models ls & O Opportuniti

• rtunities

es for digit ital al Games es

Pet eter er Cowli wling ng Feng eng Li Li Ignazio azio Cabra ras Daniel iel Kuden udenko Kiran n Fernan ernandes des

The UK as a Key Market for Games

• 1 in 3 people describe themselves as gamers.

(ISFE)

• In 2012 UK consumers bought a total of 63 million

console & PC videogames (UKIE/GFK-Chart Track)

• Half of UK households contain at least one video-

games console. (Ofcom)

• Almost as many people regularly go to the cinema

as regularly play online games on a PC. (Digital Entertainment Survey)

• 50% of Facebook visits are to play games (Mark

Zuckerberg)

2

At the Heart of UK Business

• The UK has the biggest developer base in Europe, and is

home to 48 of the world’s top 100 development studios. (Develop 100)

• 7050 people work in the computer games development and

publishing, with a further 6,900 working in VFX, 27,550 in

• nline content and 800 in mobile content.
• Alongside over 1000 game and software retail specialists, a

total of 6,700 retailers sell games. (GFK-Chart Track)

3

Games – Boosting the UK Economy

• The UK Games sector is projected to grow 7.5% between 2009 and

2014 (Technology Strategy Board)

• Call of Duty: Black Ops grossed more than £113.

13.8 8 million ion in its first week

• f sales (UKIE/GfK-Chart Track)
• Total sales of console videogame software amounted to £1.45bn

(UKIE/GfK-Chart Track)

• The total value of console/PC gaming peripherals was £545m with total

sales reaching 25.8m million units. (UKIE/GfK-Chart Track)

• Overall, the total gross generated in the UK during the 52 weeks of from

the sale of all entertainment software, console hardware and console/pc gaming accessories, was £2.875 billion. This equated to 93.6 million units sold. (UKIE/GfK-Chart Track)

• UK revenue for Social Network Gaming in was close to £40m (HIS

Screen Digest)

4

What is the NEMOG project about?

5

Games Social Science

• Traditional games primarily aimed for entertainment
• Serious games address social and scientific objectives
• Significantly extend the scope of the games market
• Need for new business models

NE NEMO MOG - Wha hat t an and Why hy?

Why?

Understand the current state and possible futures of the digital games industry so as to harness its extraordinary influence for increased social and scientific as well as economic good.

What?

(i) New Business Models (ii) Modelling Tools (iii) Data Mining Algorithms (iv) User Engagement (v) Capacity Building

NE NEMO MOG Me Meth thod

• dology
• logy

How?

Game Design Principles

• Meaningful Play

Inputs choices

Discernable and integrated outcome & Goals

Player Game

Meaningful play

Feedback

 Maintaining Challenge

Appropriately

 Match patient abilities.  How to maintain challenge?

 How to handle failure?

• 1. Csikszentmihalyi (1988) “Optimal Experience: Psychological Studies of Flow in Consciousness”.
• 2. Rabin (2005) “Introduction to Game Development”.

1, 2

What is the NEMOG project about?

9

Games New Business Models Social Science

• Address social and scientific means

through economic means

• Financial sustainability & operational

scalability required

LimbsAlive – Using Games for Tele-Rehabilitation

• The Problem Area:

– Stroke ke is a leading cause of severe physical disability. – Difficult to provide optimal therapy for patient’s needs. – Difficult to maintain patient motivation. – Upper limb remains weak in up to 66% cases. – Early and intensive interventions effective in most cases

• LimbsAlive – Tele-Rehabilitation through Gaming

– £2.2 million research project funded by Wellcome Trust and DH – Motion sensitive controllers to record patient movements and enable remote intervention by physical therapists – Video games effective in optimising engagement & motivation – New business models required for different routes to market

Games for Science

11

Literature on Games

12

Creativity Motivations (Adults) Parent-Child Communications School Performance Localization Violence

What is the NEMOG project about?

13

Games Big Data Social Science

Big Data

Volume Variety Velocity Verocity

2009 800,000 Petabytes 2020 35 Zettabytes

44 4 X

2.5 quintillion 90% generated in last 2 years

Uses of Big Data in Games

• Predict/recognize when a player is about to disengage from

the game:

– Can be used for targeted motivation or offers.

• Recognize which game design features are successful:

– Can be used to improve player experience. – Can be used to focus development resources where they are most productive.

• Player modeling:

– Can be used to understand player psychology: e.g. to predict reactions of players to changes in the game design.

• Social & Scientific Goals:

– Modelling players and using it to understand player behaviours and preferences – applications in economics, biology and social science

What is the NEMOG project about?

20

Games Big Data Society Social

NEMOG Project

21

research with impact