IDIA 620: Information Culture - Dopamine
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IDIA 620: Information Culture - Dopamine

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IDIA 620: Information Culture - Dopamine IDIA 620: Information Culture - Dopamine Presentation Transcript

  • “Dopamine Squirters” Melda M. Washington Information Culture, October 8, 2012
  • Overview Introduction – Why Dopamine? Definition Salience Games “Dopamine Squirters” Mashup Games Conclusion
  • Introduction – Why Dopamine? Conversation with fellow student Behavior:  Anxiety  Depression  Relaxation Dopamine View slide
  • 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 View slide
  • 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").
  • 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.
  • “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.
  • Mashup Games –programmablewebProgrammableweb lists 173mashups taggedgames.Most poplar areFlickerSudokuand Wii Earth.APIs usedinclude: FlickerMicrosoftBingMapsGoogleMaps
  • Mashup Games - localiz.meAn onlinetreasure huntgame on GoogleMaps.APIs usedinclude:GoogleStreetViewImage,GoogleMaps.
  • 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.
  • Mashup Games - ClimatecraftA Minecraft modthat adds tracking ofcarbon emissionsusing the AMEEAPI.APIs used include:AMEE.http://www.youtube.com/watch?v=L0DfI98DuDM
  • 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.
  • 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/