What is NEMOG? New Economic nomic Models ls & O Opportuniti ortunities es for digit ital al Games es Pet eter er Feng eng Kiran n Ignazio azio Daniel iel Cowli wling ng Li Li Fernan ernandes des Cabra ras Kuden udenko
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 online 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 of 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? Social Games 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 5
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 odology ology How?
Game Design Principles • Meaningful Play Inputs choices Player Game Meaningful play Feedback Discernable and integrated outcome & Goals 1, Maintaining Challenge 2 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 ” .
What is the NEMOG project about? Social Games Science New Business • Address social and scientific means Models through economic means • Financial sustainability & operational scalability required 9
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 Creativity Motivations (Adults) Parent-Child Communications School Performance Localization Violence 12
What is the NEMOG project about? Social Games Science Big Data 13
Big Data 2020 35 Zettabytes 44 4 X 2.5 quintillion Verocity 90% generated in last 2 years Velocity Variety Volume 2009 800,000 Petabytes
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? Society Games Social Big Data 20
NEMOG Project 21
research with impact
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