Suhde- ja verkostolähtöinen näkökulma urheilutapahtuman sponsorointiin Case Paavo Nurmi Games

Urheilutapahtumat tavoittavat miljoonia ihmisiä päivittäin ympäri maailmaa. Yritykset ovat jo pitkään olleet kiinnostuneita yhteistyöstä urheilutapahtumien kanssa. Sponsoroinnin rahavirta on jatkanut kasvua, vaikka muun mainonnan kasvu on ollut hidasta. Tapahtumasponsorointiin käytetyn rahan määrä on viime vuosina kasvanut noin viisi prosenttia vuositasolla. Tutkielman tarkoituksena oli tarkastella urheilutapahtuman verkostoa ja suhteita tapahtuman pääyhteistyökumppanien näkökulmasta. Tutkimuksen tavoite oli jaettu kahteen osa-ongelmaan: 1. Miten urheilutapahtuman pääyhteistyökumppanit kokevat oman suhteensa sponsoroitavaan kohteeseen 2. Miten urheilutapahtuman pääyhteistyökumppanit kokevat oman asemansa verkostossa Ensimmäisenä teemana tutkielmassa tarkasteltiin tapahtumasponsoroinnin tavoitteita ja kahden välisen sponsorointisuhteen toimintaa. Toisena tarkasteltiin urheilutapahtuman verkoston muodostumista, toimintaa ja suhteita. Näiden kahden teeman pohjalta rakennettiin teoreettinen viitekehys tukemaan empiirisen tutkimuksen toteuttamista. Tutkimus on luonteeltaan laadullinen tapaustutkimus, jossa aineisto kerättiin kymmeneltä Paavo Nurmi Games –urheilutapahtuman pääyhteistyökumppanitason yritykseltä. Tutkimuksessa haastateltujen yritysten edustajien haastattelun lisäksi he myös piirsivät oman hahmotelmansa PNG-verkostosta. Näiden verkostokuvien keskinäinen vertailu tuki haastatteluissa kerättyä ja litteroitua aineistoa. Empiirisen tutkimuksen tuloksissa aineistoa käsiteltiin teoreettiseen viitekehykseen perustuviin teemoihin tukeutuen. Teemojen avulla esiteltiin pääyhteistyökumppanien kokemuksia PNG-verkoston eri toimijoista, suhteista sekä tavoitteista sponsorointisuhteelle. Aineistosta havaittiin selkeitä yhtäläisyyksiä pääyhteistyökumppanien yhteistyön tavoitteissa sekä koetusta suhteesta sponsoroitavaan kohteeseen. Haastateltujen yritysten kokemukset omasta asemastaan verkostossa poikkesivat suuremmin toisistaan. Yhteistyön tavoitteet ja tausta vaikuttivat yrityksen kokemukseen verkostosta. Verkostosta tunnistettiin kuitenkin kaksi keskeisintä toimijaa erilaisista verkostokokemuksista huolimatta.

Audio games: investigation of the potential through prototype development

This article discusses the potential of audio games based on the evaluation of three projects: a story-driven audio role-playing game (RPG), an interactive audiobook with RPG elements, and a set of casual sound-based games. The potential is understood, both in popularity and playability terms. The first factor is connected to the degree of players’ interest, while the second one to the degree of their engagement in sound-based game worlds. Although presented projects are embedded within the landscape of past and contemporary audio games and gaming platforms, the authors reach into the near future, concluding with possible development directions for this non-visual interactive entertainment.

Playing with sound and gesture in digital audio games

This article introduces the genre of a digital audio game and discusses selected play interaction solutions implemented in the Audio Game Hub, a prototype designed and evaluated in the years 2014 and 2015 at the Gamification Lab at Leuphana University Lüneburg.1 The Audio Game Hub constitutes a set of familiar playful activities (aiming at a target, reflex-based reacting to sound signals, labyrinth exploration) and casual games (e.g. Tetris, Memory) adapted to the digital medium and converted into the audio sphere, where the player is guided predominantly or solely by sound. The authors will discuss the design questions raised at early stages of the project, and confront them with the results of user experience testing performed on two groups of sighted and one group of visually impaired gamers.

Pivoting the player: a framework for player character research in offline computer role-playing games

This article introduces a theoretical framework for the analysis of the player character (PC) in offline computer role-playing games (cRPGs). It derives from the assumption that the character constitutes the focal point of the game, around which all the other elements revolve. This underlying observation became the foundation of the Player Character Grid and its constituent Pivot Player Character Model, a conceptual framework illustrating the experience of gameplay as perceived through the PC’s eyes. Although video game characters have been scrutinised from many different perspectives, a systematic framework has not been introduced yet. This study aims to fill that void by proposing a model replicable across the cRPG genre. It has been largely inspired by Anne Ubersfeld’s semiological dramatic character research implemented in Reading Theatre I (1999) and is demonstrated with reference to The Witcher (CD Projekt RED 2007).

Gift players or playbourers? Who is playing citizen science games?

Paper presented at the 1st International Joint Conference of DiGRA and FDG Dundee, August 1-6, 2016.

Playful laboratories: the significance of games for knowledge production in the digital age

Presented at DiGRA 2015 Diversity of Play, Leuphana University, Lüneburg, Germany, on the 15th of May 2015.

Classic Nintendo games are (computationally) hard

We prove NP-hardness results for five of Nintendo's largest video game franchises: Mario, Donkey Kong, Legend of Zelda, Metroid, and Pokémon. Our results apply to generalized versions of Super Mario Bros.1-3, The Lost Levels, and Super Mario World; Donkey Kong Country 1-3; all Legend of Zelda games; all Metroid games; and all Pokémon role-playing games. In addition, we prove PSPACE-completeness of the Donkey Kong Country games and several Legend of Zelda games.

Volunteering for the Commonwealth Games: what can realist synthesis contribute to health policy making?

The aim of this thesis was to investigate, using the real-time test case of the 2014 Commonwealth Games, whether the realist synthesis methodology could contribute to the making of health policy in a meaningful way. This was done by looking at two distinct research questions: first, whether realist synthesis could contribute new insights to the health policymaking process, and second, whether the 2014 Commonwealth Games volunteer programme was likely to have any significant, measurable, impact on health inequalities experienced by large sections of the host population. The 2014 Commonwealth Games legacy laid out ambitious plans for the event, in which it was anticipated that it would provide explicit opportunities to impact positively on health inequalities. By using realist synthesis to unpick the theories underpinning the volunteer programme, the review identifies the population subgroups for whom the programme was likely to be successful, how this could be achieved and in what contexts. In answer to the first research question, the review found that while realist methods were able to provide a more nuanced exposition of the impacts of the Games volunteer programme on health inequalities than previous traditional reviews had been able to provide, there were several drawbacks to using the method. It was found to be resource-intensive and complex, encouraging the exploration of a much wider set of literatures at the expense of an in-depth grasp of the complexities of those literatures. In answer to the second research question, the review found that the Games were, if anything, likely to exacerbate health inequalities because the programme was designed in such a way that individuals recruited to it were most likely to be those in least need of the additional mental and physical health benefits that Games volunteering was designed to provide. The following thesis details the approach taken to investigate both the realist approach to evidence synthesis and the likelihood that the 2014 Games volunteer programme would yield the expected results.

Identifying player profiles in video games

Tämä diplomityö tarkastelee pelaajatyyppien ja pelaajamotivaatioiden tunnistamista videopeleissä. Aiempi tutkimus tuntee monia pelaajatyyppien malleja, mutta niitä ei ole liiemmin sovellettu käytäntöön peleissä. Tässä työssä suoritetaan systemaattinen kirjallisuuskartoitus erilaisista pelaajatyyppien malleista, jonka pohjalta esitetään useita pelaajien luokittelutapoja. Lisäksi toteutetaan tapaustutkimus, jossa kirjallisuuden pohjalta valitaan pelaajien luokittelumalli ja testataan mallia käytännössä tunnistamalla pelaajatyyppejä data-analytiikan avulla reaaliaikaisessa strategiapelissä.

Playing for Real: Designing Alternate Reality Games in Learning Contexts

Alternate Reality Game (ARG) represent a new genre of transmedia practice where players hunt for scattered clues, make sense of disparate information, and solve puzzles to advance an ever-evolving storyline. Players participate in ARGs using multiple communications technologies, ranging from print materials to mobile devices. However, many interaction design challenges must be addressed to weave these everyday communication tools together into an immersive, participatory experience. Transmedia design is not an everyday process. Designers must create and connect story bits across multiple media (video, audio, text) and multiple platforms (phones, computers, physical spaces). Furthermore, they must engage with players of varying skill levels. Few studies to-date have explored the design process of ARGs in learning contexts. Fewer still have focused on challenges involved in designing for youth (13-17 years old). In this study, I explore the process of designing ARGs as vehicles for promoting information literacy and participatory culture for adolescents (13-17 years old). Two ARG design scenarios, distinguished by target learning environment (formal and informal context) and target audience (adolescents), comprise the two cases that I examine. Through my analysis of these two design cases, I articulate several unique challenges faced by designers who create interactive, transmedia stories for – and with – youth. Drawing from these design challenges, I derive a repertoire of design strategies that future designers and researchers may use to create and implement ARGs for teens in learning contexts. In particular, I propose a narrative design framework that allows for the categorization of ARGs as storytelling constructs that lie along a continuum of participation and interaction. The framework can serve as an analytic tool for researchers and a guide for designers. In addition, I establish a framework of social roles that designers may employ to craft transmedia narratives before live launch and to promote and scaffold player participation after play begins. Overall, the contributions of my study include theoretical insights that may advance our understanding of narrative design and analysis as well as more practical design implications for designers and practitioners seeking to incorporate transmedia features into learning experiences that target youth.

Incomplete information games of conflict and collective action

My thesis consists of three essays that investigate strategic interactions between individuals engaging in risky collective action in uncertain environments. The first essay analyzes a broad class of incomplete information coordination games with a wide range of applications in economics and politics. The second essay draws from the general model developed in the first essay to study decisions by individuals of whether to engage in protest/revolution/coup/strike. The final essay explicitly integrates state response to the analysis. The first essay, Coordination Games with Strategic Delegation of Pivotality, exhaustively analyzes a class of binary action, two-player coordination games in which players receive stochastic payoffs only if both players take a ``stochastic-coordination action''. Players receive conditionally-independent noisy private signals about the normally distributed stochastic payoffs. With this structure, each player can exploit the information contained in the other player's action only when he takes the “pivotalizing action”. This feature has two consequences: (1) When the fear of miscoordination is not too large, in order to utilize the other player's information, each player takes the “pivotalizing action” more often than he would based solely on his private information, and (2) best responses feature both strategic complementarities and strategic substitutes, implying that the game is not supermodular nor a typical global game. This class of games has applications in a wide range of economic and political phenomena, including war and peace, protest/revolution/coup/ strike, interest groups lobbying, international trade, and adoption of a new technology. My second essay, Collective Action with Uncertain Payoffs, studies the decision problem of citizens who must decide whether to submit to the status quo or mount a revolution. If they coordinate, they can overthrow the status quo. Otherwise, the status quo is preserved and participants in a failed revolution are punished. Citizens face two types of uncertainty. (a) non-strategic: they are uncertain about the relative payoffs of the status quo and revolution, (b) strategic: they are uncertain about each other's assessments of the relative payoff. I draw on the existing literature and historical evidence to argue that the uncertainty in the payoffs of status quo and revolution is intrinsic in politics. Several counter-intuitive findings emerge: (1) Better communication between citizens can lower the likelihood of revolution. In fact, when the punishment for failed protest is not too harsh and citizens' private knowledge is accurate, then further communication reduces incentives to revolt. (2) Increasing strategic uncertainty can increase the likelihood of revolution attempts, and even the likelihood of successful revolution. In particular, revolt may be more likely when citizens privately obtain information than when they receive information from a common media source. (3) Two dilemmas arise concerning the intensity and frequency of punishment (repression), and the frequency of protest. Punishment Dilemma 1: harsher punishments may increase the probability that punishment is materialized. That is, as the state increases the punishment for dissent, it might also have to punish more dissidents. It is only when the punishment is sufficiently harsh, that harsher punishment reduces the frequency of its application. Punishment Dilemma 1 leads to Punishment Dilemma 2: the frequencies of repression and protest can be positively or negatively correlated depending on the intensity of repression. My third essay, The Repression Puzzle, investigates the relationship between the intensity of grievances and the likelihood of repression. First, I make the observation that the occurrence of state repression is a puzzle. If repression is to succeed, dissidents should not rebel. If it is to fail, the state should concede in order to save the costs of unsuccessful repression. I then propose an explanation for the “repression puzzle” that hinges on information asymmetries between the state and dissidents about the costs of repression to the state, and hence the likelihood of its application by the state. I present a formal model that combines the insights of grievance-based and political process theories to investigate the consequences of this information asymmetry for the dissidents' contentious actions and for the relationship between the magnitude of grievances (formulated here as the extent of inequality) and the likelihood of repression. The main contribution of the paper is to show that this relationship is non-monotone. That is, as the magnitude of grievances increases, the likelihood of repression might decrease. I investigate the relationship between inequality and the likelihood of repression in all country-years from 1981 to 1999. To mitigate specification problem, I estimate the probability of repression using a generalized additive model with thin-plate splines (GAM-TPS). This technique allows for flexible relationship between inequality, the proxy for the costs of repression and revolutions (income per capita), and the likelihood of repression. The empirical evidence support my prediction that the relationship between the magnitude of grievances and the likelihood of repression is non-monotone.