Wednesday, September 21, 2011

The Power of Games

I just finished reading Aaron Digman's Game Frame - an excellent book on how we can apply game mechanics to the real world as a strategy for success.  I'd recommend anyone in advertising or any creative business to pick up a copy - it could be a glimpse at the future of our industry.

Some of the topics discussed in the book are already beginning to appear. For example he mentions how the collective power of gamers could be used as a force for good. Just as I finished the book, this article appeared in my twitter feed. As the article describes:

"For more than a decade, an international team of scientists has been trying to figure out the detailed molecular structure of a protein-cutting enzyme from an AIDS-like virus found in rhesus monkeys."

But, when the structure was put online and it's unfolding restructured as a collaborative online game: Foldit - the structure was unravelled within a mere 3 weeks! What an amazing example of the power of games.

Again, I recommend anyone in the ad business to keep a close eye on gaming and pick up a copy of Game Frame. It'll be worth it.

Image via Screwattack
Article via Cosmic Log

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