NEW MEDIA EXPERIENCE

Develop a methodology or conceptual approach to support research into a chosen new media user experience

Research Methodology Development

Introduction

In this modern age, there are several games available for game lovers. Out of them, a few become very much popular and addictive. No matter which age group one belongs to, these games are played all over. Angry Birds is the latest addition to this category.

With over 50 million copies downloaded and players spending an estimated 200 million hours (collectively) playing, Angry Birds is no longer just a game, but a phenomenon. The brand is strong enough that they have successfully moved into merchandising. Rovio, the games developer, has sold more than 2 million plush toys at $15 a pop. They also sell iPhone covers at $34.

If you aren't familiar with Angry Birds it's a pretty simple premise. You slingshot balled-up scowling-birds at pigs houses in attempt to knock them over. Sounds stupid right? So why is this game so addictive for so many.

Angry birds works because of a simple user interface, yet the levels are deceptively complex. As the game progresses, the structures have multiple objectives. There are also multiple ways to complete the “mouse trap-esque” puzzles. Further adding to the addictive nature is the learning curve of the game. It does not take long to understand the games physics. The game also becomes progressively difficult at a similar pace to user's learning curve.

More compulsion comes from the seemingly ease of solving the puzzles. However, the true success of Angry Birds is its simple user interface - aim a little, pull back on the slingshot and let go. It's that simple. By being simple and engaging, Angry Birds draws players in and keeps them there.

Discussion

Angry Birds

Simple yet engaging interaction concept: This seems an obvious point, but few realize that a simple interaction model need not be, and rarely is, procedurally simple. Simplification means once users have a relatively brief period of experience with the software, their mental model of how the interface behaves is well formed and fully embedded. This is known technically as schema formation. In truly great user interfaces, this critical bit of skill acquisition takes place during a specific use cycle known as the First User Experience or FUE. When users are able to construct a robust schema quickly, they routinely rate the user interface as “simple”. However, simple does not equal engaging. It is possible to create a user interface solution that is initially perceived by users as simple. However, the challenge is to create a desire by users to continue interaction with a system over time, what we call user “engagement”.

Reasons for Addiction

Very Easy to Play

One of the easiest games in the world because all you have to do is use the slingshot to let the Angry Birds destroy the evil pigs' fortress. Just wipe out all the pigs that you can see on your screen and then you're on to the next level. It is not complicated to play that is why most of us are ...