IDIA 620: Information Culture - Dopamine

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IDIA 620: Information Culture - Dopamine

  1. 1. “Dopamine Squirters” Melda M. Washington Information Culture, October 8, 2012
  2. 2. Overview Introduction – Why Dopamine? Definition Salience Games “Dopamine Squirters” Mashup Games Conclusion
  3. 3. Introduction – Why Dopamine? Conversation with fellow student Behavior:  Anxiety  Depression  Relaxation Dopamine
  4. 4. Definition Primary neurotransmitter (chemicals in the brain that help communicate messages from cell to cell) found in the brain that is responsible for happiness and other emotions. It is essential for the normal functioning of the central nervous system. Provides feelings of enjoyment and reinforcement that motivate a person proactively to “feel good.” Sometimes referred to as the:  “reward chemical”  “pleasure molecule”  “anti-stress” molecule
  5. 5. Salience Wikipedia states that Dopamine may also have a role in the salience or „noticeableness‟ of important stimuli, such as sources of:  Reward  Danger This hypothesis argues that dopamine assists decision-making by influencing the priority, or level of desire, of such stimuli to the person concerned. It has been argued that dopamine is more associated with anticipatory desire and motivation (commonly referred to as "wanting") as opposed to actual consummatory pleasure (commonly referred to as "liking").
  6. 6. Games A study in 1998 monitored changes in dopamine levels from subjects who were playing a video game.  Noted that dopamine levels increased during game play “at least twofold” or doubled Games that are challenging or competitive increases dopamine level. Stimulation provokes excitement, in its absence, people feel bored. Patterns of intermittent reinforcement over time can release dopamine squirts. This “intermittent reinforcement” is the addictive quality of games and it affects people at the core level.
  7. 7. “Dopamine Squirters” Many popular games are “dopamine squirters” by:  Deliverdopamine in small, frequent doses  Give periodic, positive reinforcement  Have achievements and leaderboards  “Nags” (come play me alerts)  Measurable, identifiable, frequent progress  Give users a reason to come back to your game  Players will play anything if they can advance, compete, or compare.
  8. 8. Mashup Games –programmablewebProgrammableweb lists 173mashups taggedgames.Most poplar areFlickerSudokuand Wii Earth.APIs usedinclude: FlickerMicrosoftBingMapsGoogleMaps
  9. 9. Mashup Games - localiz.meAn onlinetreasure huntgame on GoogleMaps.APIs usedinclude:GoogleStreetViewImage,GoogleMaps.
  10. 10. Mashup Games -musicpopquiz.comGuess the artist froma song clip or apicture.Questions arerandomly generatedfrom the 7digital*catalogue and getmore difficult as youprogress throughlevels.Compare scores withothers.APIs used include:7digital.*7digital is a digitalmedia deliverycompany.
  11. 11. Mashup Games - ClimatecraftA Minecraft modthat adds tracking ofcarbon emissionsusing the AMEEAPI.APIs used include:AMEE.http://www.youtube.com/watch?v=L0DfI98DuDM
  12. 12. Conclusion Mining the dopamine center for all its worth If you are aware:  of the patterns of intermittent reinforcement  that over time, this can release dopamine squirts when people use your game  anyone can be conditioned with the help of this pattern.  YOU can design a game that fits into this pattern and take advantage of it. Marketers are testing that this dopamine-rush moment is the perfect time to reach out with a brand message.
  13. 13. References http://blogs- images.forbes.com/insertcoin/files/2012/03/gaming- graphic.jpg http://www.nytimes.com/2010/06/07/technology/07brain.html? pagewanted=all&_r=0 http://gamertherapist.com/blog/2011/11/08/dopey-about- dopamine-video-games-drugs-addiction/ http://en.wikipedia.org/wiki/Dopamine http://www.nrc- iol.org/cores/mialab/fijc/files/2002/120402_koepp_nature_199 8.pdf http://www.kotancode.com/2010/12/30/dopamine-squirts- intermittent-reinforcement-and-mobile-apps/

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