AIGA Creative Morning

This past week has been so amazingly hectic. I feel like I've been a sponge for all kinds of educational nuggets. I'm still compiling my notes from SIC2011, so I'm just going to write about the AIGA Seattle Creative Mornings session I attended today.

Matt Shobe (Chief Design Officer at Big Door) discussed the benefits (and trend) of gamification when engaging consumers. It's a topic which I have been aware of, however I have typically been more cognoscente of how social elements are integrated into gaming rather than using gaming elements to enhance social interactions.

It didn't take too long before Shobe brought up the example of Zynga and, more specifically, Farmville. I've never played Farmville, however I did go through a brief period of playing Empires & Allies. The reason why I stopped playing was because I became increasingly frustrated with how easy it was to acquire achievement badges. Not only that, I found it incredibly annoying that I was continually prompted to share my success with my friends via Facebook and Twitter.

Smart gamification, according to Shobe, requires a balance between providing the right amount of challenge and social. To paraphrase, if it takes under half an hour to achieve level 32, then the gamer will lose interest. Similarly, make it too difficult—either by not providing easy acces to sharing your progress online or the game play itself—and the level of engagement suffers.

Now, it was the example of MLB Gameday (one of Shobe's projects) that really got me thinking. He asked the audience (by show of hand) if they enjoyed baseball. Very few hands were raised. He then asked how many of us had ever collected baseball cards. Nearly every hand shot up. The action of collecting/ sharing/ showcasing is what kept us engaged in a sport we didn't even enjoy watching. By including this type of interaction, baseball fans were afforded the opportunity to become engaged with the game in a whole new way.

This is where my imagination stepped in. Music has lost it's way in the digital era. Everyone loves music, everyone collects music, yet music stores are shutting down, record labels are going under, and musicians and consumers alike have no way of navigating this.

I believe I have the best taste in music. My friend, Paul believes he has the best taste in music. Where can we boast about our respective amazing taste in music other than in our living rooms hunched over the record player? And, to take it a step further, when will we be rewarded for our dedication to music listening?