Page 37 - AC/E Digital Culture Annual Report 2014

AC/E digital culture ANNUAL REPORT 2014The creation of game experiences passes through the phases of conception and design, but more important still is the attempt to find viable solutions to the challenges posed.For this reason continuous attention to the project in the medium and long terms is very important for improving the system itself and for nourishing the user’s experience, and this means investing time and effort systematically in the initiative.GAMIFICATION, GENERATING COMMITMENT TO CULTUREIn a complex and changing context for culture’s various subsectors on account of the general crisis in participation, and one that is not affecting just this sphere, the tools for generating commitment need to be specially considered.Gamification can be seen as the tool for introducing game thinking and mechanics to non‐game settings precisely to this end: the generation of people’s commitment when faced with tasks they consider boring or which they are reluctant to participate in.Gamification is a tendency that is certainly being used to generate customer loyalty, increase the performance of employees in organisations, create applications that improve personal development, involve people in the learning process and generate further innovation.In these settings gamification is proving itself to be an innovative technique with which results are being achieved on the basis of increasing people’s participation.If we consider the main challenges facing culture we find that a large part of the lost commitment is precisely here: people do not actively participate in our proposals.The use of gamification in the cultural sector represents an opportunity for changing thisAC/Etendency and achieving in this sector results that it is producing in other settings.Implementing the best ideas to be found in games and videogames so that, instead of playing and never stopping playing, people participate instead in the cultural offerings of our museums, cinemas, libraries, theatres and books, seems like a good opportunity that should not be missed, even more so when we see cases in this field where they have been implemented and have met with success.Nevertheless, it should be stressed that designing this kind of experience is not usually either easy or direct, and neither is it in the field of game design. In the field of game design there are only a few that manage to generate commitment to their games, and the same thing will happen with gamification projects in the field of culture.WHERE WE ARE HEADING: DIGITAL TRENDS IN THE WORLD OF CULTURETHEME 3: GAMIFICATION, GENERATING COMMITMENT TO CULTUREGamification encourages people’s participation in tasks that might be consi‐ dered boring, or which people might be reluctant to participate inSome criticalaspects need tobe borne inmind, such aswhat kind ofplayer the usersof our cultureare and what behaviours can be aligned with them to generate this desire to participate in our cultural proposals, consume them and act as ambassadors for them.Once all this has been borne in mind the moment has come to get down to work: let us use game thinking and mechanics to reinvent our cultural proposals and thereby stimulate the commitment of our public. CURRENT PAGE...37