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American Gamester: Gamified Launch of Jay-Z's 'Decoded'

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The Gamification Summit

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Partner:: Gamification Summit
Location:: Mission Bay Conference Center
San Francisco, CA
Event Date:: 01.20.11
Speaker:: Demetri Detsaridis
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Summary: Rapper Jay-Z's recently-released memoir, Decoded turns reading back into a game for adults with a new campaign sponsored by Bing and headed by New York ad agency Droga5. Not relying just on traditional marketing, pages from the book are printed in secret locations.

This epic scavenger hunt takes place as much online as it does in the real world. For its part, Bing launched interactive 3D maps that allows users to search the streets of New York, L.A., New Orleans, Miami, London (all cities mentioned in the book) and more, letting users look for clues. The grand notion is to have players find, "decode" and assemble the book together online.

Interactive design experts Area/Code designed the gamified elements of this monumental project. In this in-depth case study of how they went about gamifying a book online and in real-life, Area/Code GM and Executive Producer Demetri Detsaridis discusses this historical marketing campaign.

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Demetri Detsaridis

Demetri Detsaridis is the General Manager and Executive Producer at Area/Code. Founded in 2005, Area/Code is a cross-media game design and development studio whose credits include landmark Facebook game Parking Wars, iPhone hit Drop7, current release CSI: Crime City, and consulting for clients like Nike, Nokia, Foursquare, Team Detroit and J. Walter Thompson.

Before joining Area/Code, Demetri was the Co-Founder and Creative Director of Massively Mobile, a London-based mobile games studio, and prior to that, a game designer at mobile gaming giant Gameloft. Demetri was also a member of the original development team of Warner Bros.' superhero MMORPG DC Universe Online and a longtime game designer and producer at award-winning casual gaming pioneer Pop & Co.

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01.: American Gamester: Gamified Launch of Jay-Z's 'Decoded'

25 min 54 sec

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American Gamester: Launch of Jay-Z's 'Decoded' Gamified

04 min 31 sec

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Demetri Detsaridis, the executive producer at Area/Code, demonstrates how Jay-Z's memoir Decoded launched using a unique social game that attracted public interest and incentive. Engaging the curiosity of customers, pre-released pages of the memoir were printed on various surfaces and hidden around the world -- from food wrappers to the silk lining of a Gucci jacket.
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Encyclopædia Britannica Articles

game theory: Branch of applied mathematics devised to analyze certain situations in which there is an interplay between parties that may have similar, opposed, or mixed interests. Game theory was originally developed by John von Neumann and Oscar Morgenstern in their book The Theory of Games and Economic Behavior (1944). In a typical game, or competition with fixed rules, “players” try to outsmart one another by anticipating the others' decisions, or moves. A solution to a game prescribes the optimal strategy or strategies for each player and predicts the average, or expected, outcome. Until a highly contrived counterexample was devised in 1967, it was thought that every contest had at least one solution. See also decision theory; prisoner's dilemma.; game theory on britannica.com
multimedia: Computer-delivered electronic system that allows the user to control, combine, and manipulate different types of media, such as text, sound, video, computer graphics, and animation. The most common multimedia machine consists of a personal computer with a sound card, modem, digital speaker unit, and CD-ROM. Interactive multimedia systems under commercial development include cable television services with computer interfaces that enable viewers to interact with TV programs; high-speed interactive audiovisual communications systems, including video game consoles, that rely on digital data from fibre-optic lines or digitized wireless transmission; and virtual reality systems that create small-scale artificial sensory environments.; multimedia on britannica.com