Persuasive gaming Dr. Teresa de la Hera Monday 11 April 2016

Overview 1. Definition of persuasive games 2. Why a theoretical model Overview 1. Definition of persuasive games 2. Why a theoretical model? 3. Introduction to the theoretical model 4. Persuasive dimensions with examples 5. How can we use the model?

1. Definition of persuasive games Games "in which the product’s primary intention is to change an attitude/behavior towards a concept or object that is separate from the game”.

2. Why a theoretical model? It is proposed to go beyond the work of Bogost and Sicart It is proposed for explaining how persuasion can be structured within digital games It can be used for: Analytical purposes Assisting the process of design

3. Introduction to the theoretical model How do digital games convey meaning? Context Player Game Players create meaning when they interpret a series of signs within a system (a game) that establishes relationships between them. Furthermore, the context in which these signs are interpreted affects the way the player makes sense of them. - Game: System that contains signs - Player: Interacts with the system to create meaning out of signs - Context: Influences players’ interactions and players’ interpreation

How can persuasion be structured within games considering how games do convey meaning? 1st level of persuasion: signs The signs of the game 2nd level of persuasion: system How the game enables players to establish relationships between signs 3rd level of persuasion: context How games can overcome the influence of the context in players’ interpretations and interactions

4. Persuasive dimensions with examples 1st level of persuasion: signs A digital game can contain thousands of individual signs that can be rendered by making use of one or more modes of representation. The four modes taken into consideration in this model are: (1) language, (2) visuals, (3) sound, and (4) haptics. Signs rendered in more than one mode at the same time are considered multimodal signs.

1st level of persuasion: signs Textual persuasion

1st level of persuasion: signs Visual persuasion

1st level of persuasion: signs Sonic persuasion and multimodal signs

1st level of persuasion: signs Haptic persuasion

2nd level of persuasion: system Signs do not function through their intrinsic value but through their position relative to other signs. Therefore, in order to become meaningful, signs need a system that enables players to establish relationships between them. There are three aspects of digital games that enable these relationships: (1) the rules, (2) the narrative and (3) the cinematic treatment of the audiovisual contents. Cinematic Persuasion Narrative Persuasion Visual Persuasion Haptic Persuasion Sonic Persuasion Linguistic Persuasion Procedural Persuasion

2nd level of persuasion: system Narrative persuasion

2nd level of persuasion: system Cinematic persuasion

Procedural persuasion 2nd level of persuasion: system Procedural persuasion

3rd level of persuasion: context The context can influence players’ attitudes towards the game which can result on them enhancing, distorting or even radically altering games’ intended meaning. However, the game also has the capacity to influence players’ attitudes by providing experiences focused on the irrational and emotional aspects involved in decision-making. This can be done: (1) by arousing sensory experiences, (2) by arousing emotions, (3) by delivering intellectual challenges and/or (4) by encouraging players to establish relationships with other players

3rd level of persuasion: context Social persuasion

3rd level of persuasion: context Tactical persuasion

3rd level of persuasion: context Affective persuasion

3rd level of persuasion: context Sensorial persuasion

5. How can we use the model? For analytical purposes 1.Identify main message that is being conveyed 2.Use dimensions as analytical lenses: Identify persuasive dimensions being used and how 3. Evaluate if the dimensions are being used accordingly to the main persuasive message For design purposes 1.Define main message to be conveyed 2.Use dimensions as design lenses: Decide persuasive dimensions to be used and how 3. Evaluate in different design stages if the dimensions are being used accordingly to the main persuasive message