Games and persuasion: changing people’s behaviour for good?
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Presentation given to games design students in March/April 2017 - Contemporary Issues in Games - WSA, University of Southampton, UK
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Games and persuasion: changing people’s behaviour for good?
- 1. Games and persuasion: changing people’s behaviour for good? Vanissa Wanick v.w.vieira@soton.ac.uk Seminar – Contemporary Issues in Games 2017
- 2. Hello! I’m Vanissa Wanick and I’m a designer and researcher from Brazil, Rio de Janeiro. WSA PhD student #gamesUR enthusiast <3 UI/UX designer (lots of UI work!) Research interests: collective intelligence in games, critical games, persuasive games, cross- cultural studies and sustainability www.vanissawanick.com Love Zelda games <3
- 3. 2006 2009 2013 2017 BA Graphic Design MBA Business Marketing PhD games at WSA
- 4. Agenda and Topics 10:00h -10:15h Why games for behaviour change? 10:15h -10:45h Advergames, anti-advergames, politics, and sustainability 10:45h -11:00h The role of culture 11:00h-11:20h What is good game UI? 11:20h-11:25h Using game UI to design relevant experiences
- 5. Let’s watch a video http://www.theinvisiblegorilla.com/videos.html https://youtu.be/IGQmdoK_ZfY https://www.youtube.com/watch?v=z-Dg- 06nrnc
- 6. “ We're not as rational as we would like to think. https://www.forestry.gov.uk/pdf/behaviour_review_theory. pdf/$FILE/behaviour_review_theory.pdf https://www.theguardian.com/sustainable- business/behavioural-insights/behaviour-change- sustainability-debate
- 7. Changing world • Politics • Environment / consumer behaviour • Health, well- being • Water • Education • Peace and all the SDGs…
- 9. Why games and behaviour? Stopping smoking, adopting a healthy diet and being more physically active… https://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_b etter_world Epic wins!
- 10. What are persuasive games? • Persuasive games vs. persuasive technologies • Games = communication tools – it is about arguments http://persuasivegames.com/games/ https://www.nice.org.uk/guidance/ph6
- 13. This is just one example, the research is not focused on “Fanta” (brand) https://play.google.com/store/apps/details?id=air.br.com.sioux.fantacomicbookmobile&hl=en Advergames and consumer behaviour
- 19. What are the main challenges? • Choice or exploitationware? • Norms and rules • Attitude-behaviour gap (cognitive dissonance) • Values • Design!! http://www.gamasutra.com/view/feature/134735/persuasive_games_exploitationwar e.php
- 20. Value exchange systems? Games Playervalue
- 21. Value exchange systems? Games Playervalue trust relevance respect
- 22. “ “digital games—like other technologies and like social practices, systems, and institutions—have values embedded in them” – Flanagan & Nissanbaum, 2014
- 23. “ “Values are properties of things and states of affairs that we care about and strive to attain. They are similar to goals, purposes, and ends, but usually they possess a higher degree of gravitas and permanence, and they tend to be more abstract and general” – Flanagan & Nissanbaum, 2014
- 24. Value sensitive design • Deals with the moral perspective (e.g., privacy, security, trust, human dignity, physical and psychological wellbeing) • Conventions, personal preferences, usability http://www.vsdesign.org/
- 25. “ “the meaning of a game, of any game, lies in its rules, as presented to players who experience them by means of simulation fever; that is, completing the meaning of the game communicated through rules using their player repertoire (Juul, 2005)” - Miguel Sicart, 2011 http://gamestudies.org/1103/articles/sicart_a p
- 26. How to incorporate value? • You could make things relevant • Respect player’s values • Think about a value-centred approach
- 27. Let’s watch a video https://www.youtube.com/watch?v=78rPt0RsosQ&index=9&list=F LB3TE4oZb0GDLv7I0JpcSCw Around the 6min
- 28. “ “Designers’ intentions matter but are not fully determinative; unintended values may be served in spite of these intentions, and intended values may fall flat.” – Flanagan & Nissanbaum, 2014
- 30. 2 quick videos https://youtu.be/1wW5XAQj6fA https://youtu.be/bzmqSLu9R-I
- 31. Let’s talk about culture
- 32. Why culture is important? • It mediates behaviour • It is about norms, rules • It is implicit • It is about shared values and beliefs
- 33. “ “Culture is not genetically inherited, and cannot exist on its own, but is always shared by members of a society” - Hall, 1976
- 35. What about culture and games? • Localisation • Adaptation • Significance • Relevance • Meaning Reference: Khaled et al. (2009)
- 36. Game generates meaning 1. Narrative premise and goals 2. Characters 3. Actions in game 4. Player choice 5. Rules for interaction with other players and nonplayable characters 6. Rules for interaction with the environment 7. Point of view 8. Hardware 9. Interface 10. Game engine and software 11. Context of play 12. Rewards 13. Strategies 14. Game maps 15. Aesthetics Flanagan & Nissanbaum, 2014
- 39. One way is through game UI • UI = User interface • The “Interface” mediates players’ interactions with the game (Flanagan & Nissanbaum, 2014) https://gamedevelopment.tutsplus.com/tutorials/game-ui-by- example-a-crash-course-in-the-good-and-the-bad--gamedev-3943
- 40. Jørgensen (2013)
- 41. “ “A good UI tells you what you need to know, and then gets out of the way.” https://gamedevelopment.tutsplus.com/tutorials/game-ui-by- example-a-crash-course-in-the-good-and-the-bad--gamedev-3943
- 42. What is good UI? • Heuristics • Research • Visuals https://www.youtube.com/watch?v=K2w6EEv B6o4 https://www.youtube.com/watch?v=rNEw_bK RJKw
- 44. One strategy for games UI: Semiotics • Study of signs and symbols • Iconic references (representation of the product) • Indicial references (associations) • Symbolic references (the actual graphic)
- 46. Discussion • Can we design games for “good” behaviour? • Do you think it is useful? • What is the role of the game designer in this context?
- 47. Understanding • Cultural Nuances – National Cultural Dimensions – Cultural Appropriateness • Addressing Design • Language – Language impact on Layout – Translation options • Technical Issues • Individual Needs http://localisation.atbar.or g/
- 49. Some nice books
- 50. References • Bernal-Merino, M. Á. (2011). A brief history of game localisation. Trans, (15), 11-17. • Walz, S. P., & Deterding, S. (2015). The Gameful World: Approaches, Issues, Applications. Mit Press. • Juul, J., & Revolution, A. C. (2009). Reinventing Video Games and Their Players. • McGonigal, J. (2011). Reality is broken: Why games make us better and how they can change the world. Penguin. • Bogost, I. (2007). Persuasive games: The expressive power of videogames. Mit Press.
- 51. • Furstenberg et al., (2001). Giving a virtual voice to the silent language of culture: The CULTURA project http://llt.msu.edu/vol5num1/furstenberg • LeDoux, J. (2002). Synaptic self: How our brains become who we are. New York: Penguin. • Thorne, S.L., (2003a). Artefacts and cultures-of-use in intercultural communication http://llt.msu.edu/vol7num2/thorne • Crystal, D. (2001) Language and the Internet (Cambridge: Cambridge University Press) • O’Dowd, R. (2001) In search of a truly global network: hhtp://callej.org/journal/3-1/o_dowd.html • Marcoccia, M. (2012) The internet, intercultural communication and cultural variation. Language and Intercultural Communication, 12:4, 353-36 http://dx.doi.org/10.1080/14708477.2012.722101 • Ersoz, S. (2009) Cultures in Cyberspace: Interpersonal communication in a computer-mediated environment http://maltepe.academia.edu/SelvaEesoz/Papers/563123/Cultures_in_cyberspace_in terpersonal_communication_in_a_computer-mediated_Envrionment • Würtz, E. (2005). A cross-cultural analysis of websites from high-context cultures and low-context cultures. Journal of Computer-Mediated Communication, 11(1), article 13.http://jcmc.indiana.edu/vol11/issue1/wuertz.html • Usunier, J. C. (2000). International marketing. A Cultural Approach, New York. • Marcus, A., & Gould, E. W. (2000). Crosscurrents: cultural dimensions and global Web user-interface design. interactions, 7(4), 32-46. References
- 52. V. W. V. thanks the program Science Without Borders, managed by Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES), Brazil, for grants provided for this research Thank you! Vanissa Wanick Interaction designer and researcher PhD candidate in Design WSA – University of Southampton v.w.vieira@soton.ac.uk vanissawanick.com/research Ashok Ranchhod, Gary Wills a.ranchhod@soton.ac.uk, gbw@soton.ac.uk http://www.thegamesdesignhub/
Editor's Notes
- http://gamerati.com/a-short-history-of-gaming-in-brazil/
- The latter has intended outcomes – games communicate a message, they can communicate a message
- First I will start by giving some examples of advergames, as you can see in the slide. If you play games, you might have played one of them. As you might know, developments in the games industry and games studies have opened games research as to behaviour change. In other words, games can influence people’s behaviour and they are natural engaging tools. And, as we know, the games industry is growing.
- The utilisation of games by marketers and advertisers is a way to promote products and brands, building new and stronger relationships with consumers. Advergames are games created to function as advertisements in order to promote brands, services or one idea. The game itself is built around a persuasive message, which could influence consumer’s attitudes, purchase intentions and brand engagement.
- value denotes the degree of importance of some thing or action, with the aim of determining what actions are best to do or what way is best to live (normative ethics), or to describe the significance of different actions (axiology). Things that we are about
- Value sensitive design (VSD) is a theoretically grounded approach to the design of technology that accounts for human values in a principled and comprehensive manner Value Sensitive Design also accounts for usability (e.g., ease of use), conventions (e.g., standardization of technical protocols), and personal predilections (e.g., color preferences within a graphical interface).
- Thank you very much if you want to follow this research updates, please enter into the website And if you’re interested in research in games or collaborating with us, we have the Games Design Hub, composed by researchers in games and different companies. I will be happy to talk more about it during the event as well. Thank you very much for this opportunity