Playful Mapping is the result of many years of joint enterprise in which we, as authors, devel-oped a close intellectual collaboration. As a book, it emerged towards the end of the ERC project Charting the Digital that ran from 2011-2016, and during a still-ongoing Erasmus+ project; Go Go Gozo. Over this five year period, members of the Playful Mapping Collective got to know each other as colleagues and friends, participating regularly in diverse academic and social activities, such as conference panels and workshops.1 The authorship of this book therefore reflects an interesting collaborative experiment, enrolling researchers who have been working together in an active way over the past half-decade. This preface explains the genealogy of the emerging and open collaboration through which we developed ideas
This study will examine how branded games in the LEGO Ninjago franchise communicate the brand narrative through their mechanical, semiotic and referential design. Digital games as communicative tools facilitate a new paradigm of marketing focusing on experience creation through integrated marketing communication plans. The LEGO brand creates highly successful games that communicate the brand effectively. To explore the possibilities and counteract the simplistic use of branded games, this study introduces an innovative framework to formally analyze branded games and their communication of a brand narrative through mechanical, semiotic and referential layers. This framework introduces formal game design to advertising studies, while dragging game studies into branded ecosystems. Using the framework, we analyze LEGO Ninjago the Movie – The Videogame, to identify how this paid digital game expands the Ninjago universe and fulfills specific marketing purposes oriented to LEGO toy sets. Our analysis shows that on a mechanical and semiotic layer, the game presents a standalone experience catering to the universe of the Ninjago movie and the values of the Ninjago brand narrative. However, by framing the whole game as LEGO – in its materiality and interactable objects – the LEGO brand narrative of creative construction informs the act of play. The referential design in these games makes use of playful disruption of rules to instill additive comprehension in the player related to purchasable sets and content.
The implementation of games in architecture and urban planning has a long history since the 1960s and is still a preferential tool to foster public participation and address contemporary spatial-and social-conflicts within the urban fabric. Moreover, in the last decade, we have seen the rise of urban play as a tool for community building, and city-making and Western society is actively focusing on play/playfulness-together with ludic dynamics and mechanics-as an applied methodology to deal with complex challenges, and deeper comprehend emergent situations. In this paper, we aim to initiate a dialogue between game scholars and architects through the use of the PLEX/CIVIC framework. Like many creative professions, we believe that architectural practice may benefit significantly from having more design methodologies at hand, thus improving lateral thinking. We aim at providing new conceptual and operative tools to discuss and reflect on how games facilitate long-Term planning processes and help to solve migration issues, allowing citizens themselves to take their responsibility and contribute to durable solutions.
