This is a blog about things like marketing, media, brands, gaming, technology, and occassionally something random. Like String Theory. Or burritos.  

I'm a Strategic Planner at the Martin Agency and an Adjunct Professor at VCU in Richmond.

These are my opinions only. Unless you agree. Then they are yours too.   

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Tuesday
May082012

Hyper-targeting communications to a twelve person audience: your board of directors

Rob really doesn't like this Bank of Singapore ad. For good reason(s). But during his rant he hits on a phenomena that is responsible for you and I sitting through hundreds of hours of the kind of advertising that a more just society would judge as crimes against humanity: 

Seriously, this isn’t an ad designed to attract customers, it’s an ad designed to make the board of Bank of Singapore delude themselves that they’re not as bad as every other corporate financial institution board, despite the fact I’d bet they all live the sort of life that disconnects them from pretty much any single individual who lives by a genuine – and positive – code of honor.

(Via The Musings Of An Opinionated Sod [Help Me Grow!])

Sunday
May062012

What an ecosystem-crazed world can learn from game development 

Danc put together a great post on the different structures that games can take. The thinking seems incredibly relevant as almost every kind of creative endeavor now involves creating ecosystems of ideas that make an experience better for the end user. His post is way to long and nuanced and smart to do justice with a simple block quote, so I've posted some of the higher level thinking here and recommend following up and reading his full post.  

Loops and Arcs:

Here are two tools I've been using lately to better understand the functionality of my game designs.  The first is the loop, a structure that should be very familiar to those who have looked into skill atoms.  The second is the arc.

Loops


The 'game' aspect of this beast we call a computer game always involves 'loops'.

  • The player starts with a mental model that prompts them to...
  • Apply an action to...
  • The game system and in return...
  • Receives feedback that...
  • Updates their mental model and starts the loop all over again.  Or kicks off a new loop. 

These loops are fractal and occur at multiple levels and frequencies throughout a game. They are almost always exercised multiple times, either within a game or by playing the game multiple times.

Nested, dependent loops yields complex feedback loops and unexpected dynamics.  Loops tend to deliver value through the act of being exercised.  Thus they are well suited for mastery tasks that involve trial and error or repeated exposure. The goal of both loops and arcs is to update the player's mental model, however loops tend to rely on a balance of the following:

  • Interrelated actions that trigger multiple loops in order to bring about specific system dynamics.
  • Systems of crisply defined cause and effect that yield self contained systems of meaning.
  • Functional feedback that helps players understand causation. 

Loops are very good at building 'wisdom', a holistic understanding of a complex system.  The player ends up with a mental model that contains a thousand branches, successes, failures and nuances that lets them approach new situations with confidence.

Arcs


'Arcs' have similar elements to a loop, but are not built for repeated usage. The player still starts with a mental model, they apply an action to a system and receive feedback. This arc of interaction could be reading a book or watching a movie. However, the mental model that is updated rarely results in the player returning to the same interaction. The movie is watched. The book consumed. An arc is a broken loop you exit immediately.

Arcs are well suited for delivering a payload of pre-processed information.  You'll typically find many arcs have the following footprint:

  • Simple independent actions such as turning a page or watching a movie
  • Simple systems that rely heavily on complex mental models to have meaning.  Text on a page is a good example. 
  • Complex evocative feedback that links together existing mental models in some unique, interesting or useful manner.  For arcs, the feedback is 99% of the payload and the actions and systems are simply a means to an end.  Once this payload is fully delivered, the value of repeated exposure to the arc drops substantially. 

Arcs are highly efficient at communicating 'success stories', a singular path through a system that someone else previously explored. The best teach a lesson, either informative, positive or negative. This is a brilliant learning shortcut but the acquired knowledge is often quite different and less robust in the face of change than 'wisdom'. With a slight shift in context, the learning becomes no longer directly applicable. It is not an accident that we make the distinction between 'book learning' and 'life experience'.


One of the common issues with arcs is that people burn out on them rapidly, rarely desiring to experience them more than once. It is possible to give arcs a bit more staying power by stringing them together serially in a sequence of arcs. This is a pretty proven technique and is at the base of the majority of commercial attempts to give content arcs longer retention.  Businesses that rely on a constant sequence of arcs to bring in ongoing revenue often find themselves running along the content treadmill.  If you stop producing content, the business fails.

Any loop can be superficially described as a series of arcs with one arc for each pass you make through the loop. This is an expanded loop. This is useful for recording a particular play-through, however it tells you little about the possibility space described by the loops.  Where loops often describe a statistical spectrum of outcomes, the arc notation describes only a single sample.

Mixing Loops and Arcs

Since both loops and arcs can be easily nested and connected to one another, in practice you end up with chemistry-like mixtures of the two that can get a bit messy to tease apart.  The simplest method of analysis is to ask "What repeats and what does not?"


Narrative games are the most common example of mixing loops and arcs.  A simple combination might involve layering a segment where the player is engaged with loops with a segments of arcs.  This is your typical cutscene-gameplay-cutescene sandwich.

However, the analysis can get far more detailed.  For example:

  • Parallel Arcs: You can treat the emotional payload of song as an arc that plays in parallel to the looping gameplay.
  • Levels:  The spatial arc of navigating a level provides context for exploring variations on a central gameplay loop. The 'Golden Path' in a single player level is really just another name for an arc. 
  • Micro Parallel Arcs:  A game like Half Life combines both levels and parallel arcs to deliver snippets of evocative stimuli as you progress through the level. 

These structures also exist in traditional media. For example, if you look at a traditionally arc-based form such as a book, you find an odd outlier in the form of the Bible.  At one level of analysis it can be seen as a story arc that you read through and finish.  However, it is embedded in a much larger set of loops we casually refer to as a religion. The game-like loops include everything from worship rituals to the mining of the Bible in order to synthesize weekly sermons.  The arc is a central rule book for a larger game consisting primarily of loops.

 

(Via Lost Garden)

Monday
Apr302012

DIY: An app built for kids' creativity by my friend from waaaaaay back, @okaysamurai 

I'm not sure if everyone has someone like this, but I can specifically remember being inspired to creativity by my friend David in Elementary school. He did awesome stuff for an elementary school kid, like writing books and drawing comics and making paper video games. He's since gone on to learn how to make awesome stuff as an adult and has apparently been working with a startup on a creativity app for kids called DIY.  

Check it

Our ambition is for DIY to be first app and community in every kid’s life. It’s what we wish we had when we were young, and what we’ll give to our kids. Today we’re releasing a tool to let kids collect everything they make as they grow up.

We’ve all seen how kids can be like little MacGyvers. They’re able to take anything apart, recycle what you’ve thrown away – or if they’re Caine, build their own cardboard arcade. This is play, but it’s also creativity and it’s a valuable skill. Our idea is to encourage it by giving kids a place online to show it off, so family, friends and grandparents can see it and easily respond. Recognition makes a kid feel great, and motivates them to keep going. We want them to keep making, and by doing so learn new skills, use technology constructively, begin a lifelong adventure of curiosity, and hopefully spend time offline, too.

We’re looking to you parents as partners to make it all work. It used to be that you hang your kids’ work on the fridge to let them know you’re proud. Now the Web is becoming a part of their life at home and school — and there’s a new opportunity to connect you to their creations and cheer them on.

Here’s how it works today:

DIY kids sign up and get their own Portfolio, a public web page to show off what they make. They upload pictures of their projects using diy.org or our iOS app. Kids’ projects are online for everyone to see, you can add Stickers to show support. You also have your own dashboard to follow their activity and to make sure they’re not sharing anything that should be private. Kids are ready for this. They’re instinctively scientists and explorers. They’re quick to build using anything at their disposal. They transform their amazement of the world into games. They’re often drawn to learning that’s indistinguishable from play (think about bug collecting!). And, most important, they embrace technology.

(Via http://blog.diy.org/.)

Monday
Apr302012

Don't be Kevin Costner. You're better than that.  

The illustrious Rob Campbell and Charles Wigley, chairman of BBH Asia, gave a presentation recently about the myths in modern advertising.It's all good and smart, but I really like Rob's take on digital work and his ability to stay thoughtful about it while everyone else is pretending that television doesn't work anymore:

The reason why TV is not dead and is very, very unlikely to die in the future, is that it delivers a concentrated mass of light and medium users,' Wigley said. And as Byron showed, those people are the most critical to your growth, a fundamental part of effectiveness.'

Campbell pointed out that arguing over which medium is best is ridiculous. What we’re saying is not that TV beats the internet, or that the internet beats TV,' he said. 'But that we should stop talking about it in the sense of choosing one or the other. Would someone say, 'You can choose your right hand or your left hand?''

It's really easy to get lost in the fetishization of digital, social and mobile. There's so much possibility there, and I love that success in the space can't come without making things that people actually want. But building something cool is no guarantee that people will come. Don't be Kevin Costner. 

(Via here)

Monday
Apr232012

The Psychology of Avatars

I've been reading a lot lately about the relationship between people's body language and their emotional state. Apparently smiling and using good posture can directly affect things like confidence and charisma. In slightly related news, The Psychology of Video Games blog posted some interesting research about how using different avatars in a digital environment can affect our behavior:


Researcher Nick Yee started his career by taking the precepts of social identity theory and using them to understand how people behave depending on the virtual avatars they assume. In one of his earliest experiments, Yee had experimental subjects don a wicked head-mounted display that let them perceive and move around in a simple virtual environment. There was just a virtual room, another virtual person controlled by someone else, and a virtual mirror. The mirror was important, because it obviously wasn’t a real mirror and the researcher could use it to show whatever “reflection” of the subjects’ avatars they wanted. In fact, Yee randomly showed subjects one of three types of reflections of their avatar: ugly, normal, and attractive.

What Yee was interested in was how this would affect how subjects interacted with the other person in the virtual room. After following directions to inspect their avatars in the mirror, subjects were asked to approach the room’s other occupant and chat with him or her. This other person was controlled by a research assistant and followed a simple script to get the conversation going, saying something like: “Tell me a bit about yourself.”

What the study revealed was how attractive a subject’s avatar was affected how he or she behaved. Relative to those with ugly avatars, people assigned attractive avatars both stood closer to the other person and disclosed more personal details about themselves to this stranger. Then, in a follow-up study using the same setup, Yee found that people using taller avatars were more assertive and confident when they engaged in a simple negotiation exercise. …Like in the real world, we first make an observation about our avatar, infer something about our character, and then continue to act according to our perceived expectations. We needn’t make a conscious decision to do it.


All of which got me thinking about whether this kind of psychology could be tied to things like consumer confidence, winning football games, and why most people weren't any good with Odd Job on Goldeneye.

(Via Psychology of Video Games)