Games and Innovation Research Seminar 2011 Working Papers
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SCHOOL OF INFORMATION SCIENCES UNIVERSITY OF TAMPERE Games and Innovation Research Seminar 2011 Working Papers Annakaisa Kultima & Mirva Peltoniemi (Eds.) 2012 Research Reports 7 ISSN 1799-2141 http://www.trim.fi ISBN 978-951-44-8705-7 Contents Introduction by Annakaisa Kultima & Mirva Peltoniemi ............................................................................... i The Context 1. The Concept of Game Innovation: The History of Winners by Kati Alha....................................................................................................................1 2. An Evolutionary Approach to Games Industry by Juho Karvinen..............................................................................................................6 3. Updating Business Models: Innovation through Online Games by Giuditta De Prato & Jean Paul Simon ................................................................................ 10 4. Fewer and Bigger: The Rise of the Über-blockbuster Video Game by David B. Nieborg......................................................................................................... 19 5. The Game Of Being Social: a Case Study of Social Media Games in Shanghai, China by Larissa Hjorth & Michael Arnold ...................................................................................... 27 The Process 6. The Four Different Innovation Philosophies Guiding the Game Development Processes. An Experimental Study on Finnish Game Professionals Development Processes by Annakaisa Kultima, Juha Köönikkä & Juho Karvinen .............................................................. 34 7. Game Design Prototyping by Jon Manker ............................................................................................................... 41 8. Prototyping Video Games with Animation by Richard C. Davis ......................................................................................................... 49 9. GDD as a Communication Medium by Kim Nevelsteen & Sergio Gayoso ..................................................................................... 53 10. Game Innovation through Conceptual Blending by Sebastian Möring ....................................................................................................... 60 11. Towards Game Evolution Planning through Simulation by Timo Nummenmaa, Kati Alha & Annakaisa Kultima .............................................................. 67 The Player 12. Useless Innovators? Re-evaluating the Role of Users in Digital Co-creation by Tanja Sihvonen ......................................................................................................... 71 13. Shaping a Digital Me. An Introduction to Avatar Customization as Interactional and Engaging Feature in Videgames by Ana Paula Narciso Severo & Thais Arrias Weiller ................................................................. 77 14. Co-Creative Interface Development in MMORPGs. The case of World of Warcraft Add-ons by Patrick Prax ............................................................................................................. 83 Introduction The games industry carries the image of innovation and creativity, but still we know relatively little about the innovation processes that take place within the domain. To date, games and innovation have been studied in several disparate fields, including cultural studies, information sciences, design research and industrial economics and management. Perhaps due to such a fragmented nature of academic work on the subject, the bulk of the influential work on games and innovation is found in practically oriented guidebooks authored by experienced games industry experts (e.g. Adams, 2009; Salen & Zimmerman, 2003; Fullerton 2008). Within the multidisciplinary field of game studies, a variety of topics have been examined. For instance, how players participate and could participate to the design of a game (e.g. Sotamaa, 2009; Sihvonen, 2009), how the medium and specific genres have developed through the time (e.g. Juul, 2007; Zagal et al., 2008; Fernández-Vara, 2011), what kind of work cultures are evolved around the games industry within different countries (e.g. Kerr, 2011; Chung, 2010; Cadin et al. 2006), how game designers come up with new ideas (e.g. Hagen, 2009; Kultima, 2010) or how to solve a specific design problem to support innovation (e.g. Fullerton et al., 2006). However, these studies do not necessarily build on each other. Somewhat isolated from the game studies, in the management field the games industry has remained a marginal and somewhat quirky research site. So far, top journals have published a few studies on the hardware side of the business (e.g. Clements & Ohashi, 2005; Schilling, 2003; Shankar & Bayus, 2003; Venkatraman & Lee, 2004) while game development has received far lesser attention (for notable exceptions, see Aoyama & Izushi, 2003; Cohendet & Simon, 2007; Tschang, 2007). Games and Innovation Research Seminar 2011 In spring 2011 University of Tampere Game Research Lab in collaboration with Aalto University organized a working paper seminar with the aim of bringing together scholars of games and innovation from diverse fields and stimulating dialogue between them. Moreover, the goal of the seminar was to encourage the further development of rigorous academic research on the topic while keeping the work accessible to game professionals. The event in question was the seventh in the annual series of game studies working paper seminars organized by Game Research Lab. The topics that were examined included the praxis of game development, the characteristics of innovation in game context, supply and demand for innovation in games, creativity and games, and the relationship of game innovation and management practices. The seminar concentrated on discussing work in progress and the papers presented in the seminar are published in this proceedings. In order to spark the discussion from multiple viewpoints, we invited commentators for the working papers from different professions. The seminar was chaired by Professor Frans Mäyrä from University of Tampere. Invited paper commentators included associate professor F. Ted Tschang from Singapore Management University, and Dr. Mirva Peltoniemi from Aalto University School of Science. We also invited an industry representative consultant and former IGDA president Jason Della Rocca to instigate more practice-oriented discussion as suited to the topic of the seminar. The working papers were distributed to both the official commentators and the participants prior to the seminar for peer-review and as a basis for the discussion at the seminar. The combination of the participants and commentators provided multitude views for the papers from different fields; management studies, design research, cultural studies, sociology, philosophy, political sciences and information sciences to name a few, as well as perspective from the side of the industry and business of making games. We also had i remarkably international representation. The countries that were represented by the speakers alone were Finland, Sweden, Denmark, the Netherlands, Spain, Singapore, Brazil and Australia. Game Research Lab Spring Seminar has been traditionally an area of peer-to-peer discussions and thereby providing support in refining and improving research work in this area. Papers present different stages of work in progress, some papers being more ready for final publication and some being on the level of early work. They also present different traditions of domains: some more technical, some theoretical, some with qualitative data; interview studies, design experiments, ethnographies and so on. This should be kept in mind while reading these papers. The collection of the seminar working papers presents an interesting variety of views from management of game production, philosophy behind game innovation and to the specific advancements in game innovations, such as avatar modification. The publication is also an image of the era: game cultures as well as tools and processes are going through constant changes and development. The Context, The Process and The Player We have divided the papers into three different groups: The Context, The Process and The Player. The first section of the papers – The Context - analyzes the context of game innovation, namely innovation in industry history and the economic and societal realities within which game innovation takes place. In her paper, Kati Alha presents a study on game history books and their take on the most influential games in history. The lesson that we can learn from the short history of digital games is that innovation is not merely about the originality of the idea. It is necessary to find the right time and right place to develop the game, as well as seeing what has already been done and learning from other games that have existed before. Juho Karvinen discusses the game industry from the perspective of evolutionary economics. Game companies face an environment that constantly changes. Therefore, the introduction of variation, i.e. new games and new technologies, is required to please the selection environment. This also creates opportunities for innovative start-up firms to introduce novel ideas and create a market for their products. Guiditta De Prato and Jean Paul Simon discuss the history of the game industry and how it relates to other digital industries. In their view, the game industry is one of the most innovative labs of the growing digital economy. They concentrate