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BRAINS, 
GAMES & 
BEHAVIOR CHANGE 
DUSTIN DITOMMASO 
SVP, Behavior Change Design 
Dustin@MadPow.net | @DU5TB1N
BI = AB(W1) + SN(W2) + PBC(W3) 
HOW DO WE GET POPULATION X 
TO DO Y IN CONTEXT Z? 
@DU5TB1N
WORLDVIEWS 
1. MECHANISTIC 
2. ORGANISMIC 
3. CONTEXTUAL
~ Kurt Lewin|1936 
@DU5TB1N
@DU5TB1N
@DU5TB1N
@DU5TB1N
Brains, Games & Behavior Change
Brains, Games & Behavior Change
Brains, Games & Behavior Change
Brains, Games & Behavior Change
mo·ti·va·tion 
ˌmō-təә-ˈvā-shəәn 
The processes that give behavior 
its energy and direction. 
~ John Marshall Reeve
@DU5TB1N
Brains, Games & Behavior Change
@DU5TB1N
@DU5TB1N
Brains, Games & Behavior Change
@DU5TB1N
@DU5TB1N
Brains, Games & Behavior Change
@DU5TB1N
@DU5TB1N
@DU5TB1N
@DU5TB1N
Brains, Games & Behavior Change
A COPERNICAN TURN 
IN MOTIVATIONAL 
THINKING 
@DU5TB1N
SelfDeterminationTheory.org 
@DU5TB1N
@DU5TB1N
@DU5TB1N
@DU5TB1N
@DU5TB1N
CAN IT BE TURNED INTO A GAME? 
IF the behavior can be learned or modified 
IF the player’s progress can be measured 
IF feedback can be delivered in a timely manner 
@DU5TB1N
THE ROLE OF BEHAVIOR CHANGE GAMES 
1. Create novelty and interest for uninteresting activities 
2. Provide planning, structure, goal-setting and routine 
3. Facilitate feelings of autonomy and intrinsic motivation 
4. Develop & improve necessary skills to enable change 
5. Provide a platform for enhancing feelings of competence 
6. Provide a platform for social support and influence 
@DU5TB1N
@DU5TB1N 
DESIGN FOR COMPETENCE
Brains, Games & Behavior Change
Brains, Games & Behavior Change
Brains, Games & Behavior Change
@DU5TB1N 
Visualization: Amy Jo Kim via Sebastian Deterding
Brains, Games & Behavior Change
DENSITY OF COMPETENCE FEEDBACK 
GRANULAR: Moment to Moment Feedback on Actions 
SUSTAINED: Feedback on Streaks; Success/Fail Ratio’s 
CUMULATIVE: Overall Performance; Session, Game, First Run
@DU5TB1N 
DESIGN FOR AUTONOMY
Brains, Games & Behavior Change
Brains, Games & Behavior Change
Brains, Games & Behavior Change
Brains, Games & Behavior Change
DESIGN FOR RELATEDNESS 
@DU5TB1N
Brains, Games & Behavior Change
BENEFITS OF SOCIAL PLAY 
LEARNING: Through Observation 
RELATIONSHIP BUILDING: Through Shared Goals 
PERFORMANCE: Accountability, Showmanship & Competition 
EMOTIONAL CONTAGION: Through Shared Experiences
GetHotseatApp.com | @GetHotseatApp
Brains, Games & Behavior Change
Brains, Games & Behavior Change
@DU5TB1N
@DU5TB1N
Brains, Games & Behavior Change
TL;DL 
MOTIVATION MATTERS 
@DU5TB1N
TL;DL 
QUALITY MATTERS MOST 
@DU5TB1N
TL;DL 
AUTONOMOUS MOTIVATION 
IS MORE EFFECTIVE THAN 
CONTROLLED MOTIVATION 
@DU5TB1N
TL;DL 
AUTONOMOUS MOTIVATION AND 
AUTHENTIC FUNCTIONING IS 
ACHIEVED THROUGH THE 
SATISFACTION OF BASIC 
PSYCHOLOGICAL NEEDS 
@DU5TB1N
TL;DL 
THOSE NEEDS ARE: 
COMPETENCE 
AUTONOMY 
RELATEDNESS 
@DU5TB1N
TL;DL 
HUMANS WILLINGLY SEEK OUT & 
CONTINUE TO ENGAGE IN ACTIVITES 
THAT SATISFY THEIR PSYCHOLOGICAL 
NEEDS 
@DU5TB1N
TL;DL 
WILLING ENGAGEMENT IS 
IMPERITIVE FOR BEHAVIOR CHANGE 
@DU5TB1N
CTA 
DESIGN 
NEEDS SATISFYING EXPERIENCES 
@DU5TB1N
CTA 
DESIGN 
NEEDS SATISFYING EXPERIENCES 
USING GAMES AS A LENS 
@DU5TB1N
CTA 
CHANGE HAPPENS 
@DU5TB1N
CTA 
EVERYBODY WINS 
@DU5TB1N
FIN 
THANK YOU! 
@DU5TB1N
THANK YOU! 
DUSTIN DITOMMASO 
SVP BEHAVIOR CHANGE DESIGN 
DUSTIN@MADPOW.NET | @DU5TB1N
Brains, Games & Behavior Change

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