The fast-paced online game ‘Nothing in Everything’ is all about popularity: the players take (real) photos of themselves, reports from events, presents themselves in designer clothes and proves their talent as extroverted online stars through non-stop posting. The goal: Become the number one among the Social Media Celebrities and generate more Likes than everyone else. The game shows how the feedback loop between user behavior and audience behavior works. It also highlights the role of commercial platform interests as well as the sponsor contracts from the economy. The price of success may be higher than expected …
Can gamers reflect and classify their actions in social media? Can a game inspire to do so? Nothing in Everything compresses processes that would otherwise take years and in this way puts the positive and negative effects into a bright light. How does it feel to act as a “celebrity” in social media? Which mechanisms and behaviors are based on, or are preceded by, the loss of control over their own digital subject?
Games are encouraged to reflect on their actions in the social media and gain an understanding of how the marketing of their own person affects themselves. Through the play comes the feeling of alienation. The loss of control over one’s own profile is experienced.