The gamification of giving
Liverpool based creative agency Uniform have worked with Dundee Contemporary Arts (DCA), and the games company Denki to create a 3 Pixel ArtCade Machine, funded through the Digital R&D Fund for Arts Organisations in Scotland.
The ArtCade Machine is a response to research carried out by Denki to explore whether game theory and design could be used to improve the amount of charitable donations the venue (DCA) receives.
The installation consists of 3 giant LED pixels that respond to people’s donations by changing colour. By altering the colour of the pixels people create their own unique light installation in the arts venue. In the spirit of classic computer games the ArtCade machine also has a few hidden ‘easter eggs’ waiting to be discovered.
Colin Anderson, Managing Director of Denki, said: “It became clear that the route of the problem was engagement. We had to create something that not only asked for donations but gave something back. The most successful route was to create something that was playful. We needed something that was physical and tangible. This was beyond any skills we have.”
Following Denki’s research Uniform was appointed to create a playful interactive installation that encouraged giving. The consultancy worked closely with Professor Jon Rogers, Chair of Creative Technology at the University of Dundee and London Based Studio PSK to craft the installation.
Pete Thomas, Futures Director at Uniform, said:
“We wanted to build a really great team to build on the insights we had from Denki. We work with Jon frequently and knew he’d bring a playfulness to the code and Patrick at Studio PSK is an old friend with a great understanding of users and aesthetics. This project seemed like the right opportunity to work together.”
Thomas continues:
“There were quite a few constraints to the project and it was important that what we created reflected the scope of activities at the DCA. Working with light we’ve enabled people to play and explore the basic colour theory that underpins much visual art and combined it with a nod to an 8-bit aesthetic. The result is quite simple, very addictive and hopefully beautiful!”
The project is a companion piece to an installation by Edinburgh based creative studio Lucky Frame that considers how gaming can be used to enhance visitor engagement at the venue.
The companies were commissioned by DCA following support from the Digital R&D Fund for Arts and Culture Organisations in Scotland, funded by Nesta, Creative Scotland and the Arts and Humanities Research Council.
Clive Gillman, Director of DCA said: “Working with a group of talented design companies on this project has been a real inspiration. Their willingness to engage with our staff and to get to the heart of the challenges we set has made this project both richly rewarding and fun.
“All arts organisations love the idea that they can get a better insight into the things that excite their audiences, and working with the team that came together for this project has really enabled us to get close to this, making something that will delight visitors and ultimately, to hopefully encourage them to donate more!”
Funding manager Nesta said the partnership demonstrated the success of the approach.
Lorna Edwards, Programme Manager in Scotland for Nesta said: “We are delighted that the successful collaboration between Uniform and Dundee Contemporary Arts (DCA) is bearing fruit. This project shows the kind of amazing results that can be generated through successful partnership between technology companies and the creative sector.”
“Over the past two years, the Digital R&D Fund for the Arts in Scotland has funded a total of 10 projects such as that between Uniform and DCA to help creative organisations use new technology to increase revenue and attract new audiences. The ideas we have supported are developing the new ideas that will allow Scotland’s arts and culture sector to continue to thrive in the future.”
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