The Games We Play

The Games We Play
Using Games to Influence Consumer Behavior
Jesse Schell

Games
Real Life

Choco-fication!

Rewards can Backfire

“Hafta”
“Wanna”
Duty
Fun
Work
Play
Slavery
Freedom
Efficiency
Pleasure

“Work consists of whatever a body is obliged to do, and play consists of whatever a body is not obliged to do.”
- Mark Twain

Games are special because…
They are interactive
They are designed ENTIRELY for pleasure

Games provide:
Clear Feedback
A Sense of Progress
The Possibility of Success
Mental and Physical Exercise
A Chance to Satisfy Your Curiosity
A Chance to Solve a Problem
A Feeling of Freedom

Gamify
Pleasurize

Pleasure is… CONTEXTUAL

Pleasure is COMPLEX

Player Experience of Needs Satisfaction(www.immersyve.com)
Competence
Relatedness
Autonomy
I want to be good at what I do!
I want freedom!
I want to connect to others!

Laughter
Thrill
Discovery
Fantasy
Story
Triumph
Sensation
Challenge
Expression

Four Keys to Pleasurizing
Before
After

Key 1: Make it Engaging

Key 2: Make it Effortless

Key 3: Make it Uncheatable

Key 4: Make it Not Embarrassing

Pleasure is…
Complex and Counterintuitive
Embarrassing to discuss
Not fully understood by anyone
The motivation for EVERYTHING we do
The key to design in the 21st century

You CAN make your experiences better
Ask yourself these simple questions:
Given what I know about my guests…
Why will they like this experience?
How can I get them to like it more?

Thanks!
Email: jesse@schellgames.comTwitter: @jesseschell
Slides: jesseschell.com

The Games We Play

by Jesse Schell on Apr 11, 2011

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The Games We Play — Presentation Transcript