The researchification of games: Adopting a game designer's approach to market research

This presentation addresses the role of games in market research. It provides a working definition of what a game is and why the role currently assigned to games by market research misses the broader opportunity that they offer.

The researchification of games: Adopting a game designer's approach to market research

Peter HarrisonBrainJuicer Labs

INTRODUCTION

In 2010, Nike worked with Wieden and Kennedy to create a game, and something rather special happened. Nike knew that young Londoners found jogging a boring, solitary activity, so they invited a large group of them to play Nike Grid, a running game. They turned London into a game board, divided into zones delineated by post-code. Nike Grid challenged competitors to ‘claim their streets’ by completing as many runs as they could. Additional points and badges were awarded for being the fastest, completing...

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