Games are powerful, but still often underestimated medium for communication. Games are not only used for entertainment and learning, but they also create an identity and a culture around certain genres or specific games. They are a form of media “that communicates through a combination of methods, including text, visuals, audio, and—perhaps most importantly—rules. As an industry (or set of industries), games represent one of the most pervasive and successful media in the world.” – BRETT SHERRICK – Assistant Professor, Purdue University, Lamb School Of Communication
Due to this fact, games are used in politics to demonstrate politician’s interest in younger voters, for example, like in the recent presidential elections in Korea. They are used as a tool for communication in projects like Block by Block by Mojang and UNHabitat to enable citizens in third world countries to contribute to the dialogue about their city’s development or they are used to plan new city districts in Stockholm. Serious topics can be communicated in an interactive way and games are bold enough to ask relevant questions and by this offer the opportunity to walk a mile in someone’s shoes. Games can be used for training behavior and better one’s approach to tackling important and challenging topics.
There is a multitude of possibilities when it comes to using games as a means of communication, be it in advertising, marketing, health or politics. Are you interested in doing so, because you want to reach out for today’s video gaming population, probably almost half of your country’s population, or are you just interested in higher customer retention rates, in higher participation in processes or in new means of reaching out for an audience that is highly participatory?