[arg_discuss] ARG metrics

[Claudia Rodriguez Ortiz]

hi Thomas,

Thanks for your response. I think one of the main reasons ARGs have not
taken off is this lack of analytics in the field. In my experience, both
commercial and non-profit potential funders of ARGs are intrigued but
-rightly so- they want to be able to tell what their ROI would be.

Also comparing them with the same metrics that are used in say, traditional
advertising does not make them justice, and it is like comparing apples with
pears. Therefore special ARG/ cross-media metrics should be developed and
the cases so far could be analysed. That would make a great topic for a
Masters thesis or PhD, anyone out there interested? ;) I could act as a
research advisor if anyone is interested in pursuing this academically.

All the best

Claudia

Claudia Rodriguez Ortiz
Ahead of the Game / PlayReal
Amsterdam, the Netherlands


On Wed, Sep 14, 2011 at 10:27 AM, Thomas Maillioux <
thomas.maillioux at gmail.com> wrote:


> Hi there !

>

> A very interesting question. A few years ago I asked the question around to

> designers and game-designers I was in touch with and came up with only two

> kinds of responses :

>

> When the games are designed for a company, the metrics were kept for

> internal use only

> When the games were grassroot-designed, the metrics were either very small

> (little visibility for the game) or not always relevant.

>

> Top off my head, with another few years experience, I suppose you could

> look

> into user traffic on specific pages, community activity over time (through

> forum posts and user statistics, hashtags uses and activity on Tweeter,

> members metrics on Facebook, views on YouTube for videos for example...)

> and

> compare these numbers with the dev cost for the various media tidbits

> involved. I'm sure the professional designers out there will have more

> ideas

> to bring to the table though :)

>

> T.

> 2011/9/14 Jeff Hull <jeff at nonchalance.com>

>

> > Hi Claudia,

> > are you near Amsterdam?  I'm on a panel at the PICNIC festival called

> > "Guerrilla Storytelling" this Friday.  As far as hard metrics for ARG's I

> > don't know where those are neatly compiled.  Anyone?

> >

> > best,

> > Jeff Hull

> >

> > : :   creative director  n o n c h a l a n c e

> > : :   510.260.7527 /  jeff at nonchalance.com

> > : :   http://about.nonchalance.com

> >

> >

> >

> >

> >

> >

> > On Sep 14, 2011, at 8:37 AM, Claudia Rodriguez Ortiz wrote:

> >

> > Hello

> >>

> >> I am a developer of ARGs in the Netherlands (and a researcher too) and I

> >> am

> >> wondering if anybody has conducted analytics on previous ARGs.

> >>

> >> Are there any numbers out there that show how effective ARGs are? such

> as

> >> average time spent or other measure of involvement? Has anybody compiled

> a

> >> list of ARGs (commercial or non-commercial) and analyzed how many

> players

> >> they attracted or some other metric showing their effectiveness?

> >>

> >> Thanks in advance for any information or clues where I can find this.

> >>

> >> Claudia

> >>

> >> Ahead of the Game

> >> PlayReal

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>

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