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Featured case study

Natron Baxter Applied Gaming

Natron Baxter collaborated with world-renowned game designers to realize blended reality games for social good. Across web, mobile, and no-tech platforms, we used games to solve real problems for organizations, inspire new perspectives, and bring out the best in people.

Years
2009–2013
Role
Co-Founder / Creative Director
A board game map of mountains and rivers with wooden trees, bears and paw-print dice

The problem

Use games to solve real problems for organizations.

What I did

  • Co-founded the agency and led its creative and art direction.
  • Developed game design curriculum for governments, civic agencies, and learning institutions.

Scale and outcomes

  • World Bank: EVOKE drew players from nearly 200 countries and territories.
  • Launched over a dozen analog and digital games, with playtesting on five continents.
  • Work Featured at TED Global, The Colbert Report, SXSW, and in The New York Times and Wired.

The World Bank: EVOKE

Players from nearly 200 countries and territories contributed 30,000 pieces of original content during the game’s ten-week run. The game’s legacy lives on in ~50 award- winning, EVOKE-inspired start-ups.

The American Heart Association: HeartChase

From its 2012 summer pilot until the pandemic, annual average participation in this urban race was ~30 cities across the country, registering 30,000+ virtual donations throughout their respective communities. 39% of participants said they started walking /exercising or increased the amount of exercise and 23% of participants said they started eating healthier.

The New York Public Library: Find the Future

Find the Future kicked off with a once-in-a-lifetime overnight event, where 500 players swarmed the library to discover its treasures and composed a collaborative epic to join the NYPL’s permanent collection.
After #findthefuture became a trending Twitter topic, the story of library foresight garnered attention from CNN, Wired, and The New York Times – and remains one of the NYPL’s most innovative and memorable extracurricular activities.

GEN: Cold Claim

Like a frozen version of Oregon Trail, Cold Claim was a fun-first learning game for older students. It told the story of Antarctica in 2049, when expeditionary treaties expired and the continent became a resource-gathering free-for-all. Subtly, players learned the impacts of market regulations, international treaties, and the tension of environmental protection and industrial expansion. Up to 4 players could go head-to-head, or take on a custom “learning AI” opponent that made every play unique.

If you ever doubted the power of play: one game inspired (not required) players to read 30 pages of government documents.

Creative team

Nathan Verrill, Stuart Candy, Ryan Larson, Brad Dunn, Mathias Crawford, Kat Neville, Phoebe Elefante, Perry Maple, Driftlab, Antidote STL, and many more. (If I’ve forgotten you, let me know!)

Thanks

Special thanks to the instigator of much of our success, the talented Jane McGonigal.