SalianiRoberta AME 6 DGM 20112012 Persuasive Techniques in Social New Tor King Video Games

8/2/2019 SalianiRoberta AME 6 DGM 20112012 Persuasive Techniques in Social New Tor King Video Games

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Persuasive techniques in social

networking video games

Disserta(on

DepartmentofArtsandMedia,FacultyoftheArtsandHumanSciences

AME_6_DGM

Semester2,2011/2012

RobertaSaliani2825299)

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Abstract

Thenewly-emergingsocialnetworkingsphereofvideogameshasprovidedthemediumthemeansto

implementpersuasivedesigntechniques.Thisstudyinspectspersuasivetechniquesandhowtheyare

implementedinTheSimsSocial.Throughaninspec(onofbehaviourmodifica(ontechniques,intrinsicand

extrinsicmo(va(onalimpulsesinhumansandpsychologicalliterature,themethodologyfollowsa

frameworkbasedontheworksofB.F.SkinnerandDecietal..Thetextualanalysisprovidedsuppliesa

playersprospec(veofthemo(va(onalfactorsthats(mulatetheplayertoactinagivenmanner.

ThereisashiVfromanI-PLOCtoanE-PLOCapproachinTheSimsSocialaimedtoapplyabehavioural

condi(oning,whichseekstopurposelymodifytheplayerspercep(onofrepe((vegameplaymechanics.

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Table of Contents

Introduction! 4Literature Review ! 6

Behaviour & Persuasion 6

Social networking video games 15

Methodology ! 19Sample analysis 21

Data collection procedures 22

Data analysis methods 23

Data collection 23

Data analysis methods 24

Ethics 24

Limitations of proposed research design 24

Purchasing items with Simoleons 25

Self-representation needs: motivation with ready to be purchased products 27

The Sims Social Quests 28

In-Game Actions 29

Social in-game actions 30

Collectables 32

Appendices! 40Appendix A 40

Appendix B 41

Appendix C 42

Appendix D 43

Appendix E 44

Appendix F 45

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Introduction

Behaviouralpsychologistshavesoughtforthelastcenturytounderstandthehumanbehaviour.

Throughexperimentsandresearches,formsofbehaviouralmodifica(onaswellasdefinedbehavioral

pa\ernsemerged,whichweresubsequentlyusedbydifferentindustriesasapersuasivemedium.

Oneofthefirstpsychologists,Skinner1938),discoveredthatOrganismstendtorepeatthoseresponses

thatarefollowedbyfavorableconsequences,andtheytendnottorepeatthoseresponsesthatare

followedbyneutralorunfavorableresponsesSkinner,1938).

ideogames,throughalayeringofrewards,areabletos(mulatetheplayerintoperformingac(ons.Since

ideogamesopenanewdomainforpersuasionBogost,2007),thisresearchwillinspectwhatpersuasion

isandwhereitisfoundinvideogames.

Thepurposeofthisqualita(vestudyistoinspecthowvideogamesmechanicsfeaturepa\ernsof

behaviouralcondi(oning,whichteachtheplayertorespondtos(muliincertainways,whilealsoexploring

the(esofvideogameswithlearningandtherolethatthelearnersmo(va(onplaysintheprocess.

Whiletheresearchseekstodiscoverifthehumanmindisyieldtopersuasion,itaddressesthefollowing

mainques(on:CanTheSimsSocialinfluenceaplayersbehaviourusingpersuasivetechniquesandhoware

theyincorporatedintosocialnetworkingvideogamesmechanics?

ThisresearchwillanalysethegameplaymechanicsinTheSimsSocial,asocialnetworkinglife-simula(on

videogamebyElectronicArtsgames.

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Thisstudybenefitsscholarlyresearchandliteratureinthefieldofvideogamestudiesasthetopicofchoice

hasonlybrieflybeendiscussedinvideogameslearningrelatedacademicpapers,butithasnotbeen

discussedfromapsychologicalandchronologicalprospec(ve.Themajorityofresearchersthusfarhasnot

soughttofindthereasonbehindpersuasivevideogamestechniquesandhowtheyaffectthehuman

psyche.

Thisresearchwilllookintodetermininghowpersuasivetechniquesareusedinsocialnetworkingvideo

gamesandtowhatextenttheycaninfluencetheplayer.

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Literature Review

Behaviour & Persuasion

ideogames,fromanontologicalpointofview,arecomputersystemsthatareen(relyreliantonelectricity

andavideo-screenp.1).

Arule-basedsystemwithavariableandquan(fiableoutcome,wheredifferentoutcomesare

assigneddifferentvalues,theplayerexertseffortinordertoinfluencetheoutcome,theplayerfeels

a\achedtotheoutcome,andtheconsequencesoftheac(vityareop(onalandnego(ableJuul,

2004,p.30).

Juul2004)definedtheresultsofplayingthegameasoutcomeswithwhichtheplayerfeelsempathe(c

with.

Funorenjoymentarenotincludedinthedescrip(onasSocialimpactgamescan,andfrequentlydo,offer

playerschunksofeduca(onaltextsorpersuasiveimages.Addi(onallygamesuniquelyexpressmeaning

throughgamemechanics,whatgamedesignerandresearcherIanBogostcallsprocedural

rethoricBogost,2007,ascitedinAlbor,2011).

ideogamesinthelast25-yearshavecapturedtheinterestofeducatorsAhlersetal.,2002).Sincevideo

gamesofferaperfectlearningenvironmentforadultsandchildrenalike,thisresearchaimstounderstand

howpersuasionisincorporatedinvideogamesdesign.

Theliteraturereviewinspectshowvideogamesmechanicsfeaturepa\ernsofbehaviourcondi(oning,

whichteachestheplayertorespondtos(muliincertainways.Meanwhile,itexploresthe(esofvideo

gameswithlearningandwhichrolethelearnersmo(va(onplaysintheprocess.

ideogamestendtohaverules,characteris(csandfeaturesthataretaughtthroughgameplay.Thoserules

andthegamecontrolsaretaughtthroughposi(veandnega(vefeedback,whichreinforceorpunishthein-

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gameusersbehaviour.Itpenaliseswrongbehaviourwhilereinforcingandrewardingthecorrectbehaviour.

Thegameplaymechanicsinpersuasivegamesfollowthesamepersuasivesystemsthatweresubjectto

studiesinthenineteenthcenturyandaltogetherformorethan50yearsUllmann&Krasner,1965;Ulrich,

Stachnik,&Mabry,1966).Thefirstpioneersthatbegantheodysseytowardstheul(mateunderstandingof

humansubconsciousnessandbehaviourthroughcompara(vestudieswereIvanPavlovandBurruhus

FredericSkinner1890and1938respec(vely).

Dr.Skinnerin1938managedtodemonstratethroughanoperantcondi(oningchamberthatbehaviourin

animalscanbeinfluencedandmodifiedtocomplywithtargetbehaviourpreviouslyestablishedby

scien(sts.Theoperantcondi(oningchamberwasaboxthatthroughtheuseofvariouscomponentsa

light,aspeaker,anelectrifiedgrid,aleverthatifpulledwouldreleasepelletscoulddiscourageor

encouragearatsorpigeonsbehaviourthroughexternals(muli.

Behaviourisnotreinforcedbythemeliora(on,op(miza(on,andmaximiza(onofanything.Itisreinforced

throughevolvedprocesses,totheul(mateeffectsofwhichthosetermsreferSkinner,1984).Thereare

twotypesofcondi(oning:operantandrespondent.Operantcondi(oninginvolvestheac(onofac(vely

modifyingbehaviourbythereinforcingorinhibi(ngeffectoftheconsequencesoftheanimalsbehaviour.

Respondentcondi(oningisaninnatereflex,whichemergesfromasuccessfulimita(onofotheranimals

behaviourorasaresponsetoexternals(muli.Respondentcondi(oningisaninnatetrait,whichinsuresa

highersurvivabilityrateSkinner,1984).

Theoperantcondi(oningchamberwascomposedofavarietyofelementswiththeaimofs(mula(ngthe

animalsnaturalandins(nc(veresponsetoexternals(muliinordertoachievethetargetedbehaviour

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pa\ern.Thelight,speaker,electrifiedgridandleverwiththesubsequentreleaseofpelletswerethe

externalagentsthatachievedthemodifica(onoftheanimalsbehaviourSkinner,1975).

Oncetheanimalwasabletosuccessfullyindividuatetheleverandwhatoutcomepullingthelever

produced,anassocia(onbetweentheleverandthepelletwasformedinthebrainoftheanimal.The

scien(stswouldsubsequentlycon(nuecondi(oningitsbehaviourthroughanensembleofs(muli

pleasantandnotandassocia(veprocesses.AVerafewtrials,whenthelightblinked,theanimalwasable

tounderstandthatthelevercouldbepulledandthepelletwouldhavebeenreleased.Incasetheanimal

didnotbehaveasintendedanelectricalshockoraloudandunpleasantnoisewouldhavebeenusedSee

AppendixA).

A\en(onshouldbegivenatthisstagetohowvideogamesusethesamerewardsystemtoinfluencethe

playerslearningbehaviour.The(mingandlayeringofrewardmechanismsinvideogamestrainplayersto

derivepleasurefromtheworkthatisbeingdoneYee,2006).

ideogamesfeaturepa\ernsthatsolicittheins(nc(veneedtosa(sfytheneedtolearn,Gamescreate

deeplearning,learningthatisbe\erthanwhatweoVenseetodayinourschoolsGee,2005).

Inthethirteenthcentury,DantehighlightedthroughasentencewhichwasoriginallyfromOdysseusthat

humanshavealwaysbeenpursuingknowledgethroughlearningprocesses:Calltomindfromwhencewe

sprang:Yewerenotformdtolivethelifeofbrutes;ButvirtuetopursueandknowledgehighDanteetal.,

1955).

Thelearningprocessesinhumanbeingsarepromptedbythepleasurethatderivesfromtheac(onof

learning.Skinnersoperantcondi(oningchamber,thebehavioralexperimentsandtheoriesrelyonthe

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founda(onthatphysiologically,learningispleasurable;thehumanbrainwhentargetedwiththeright

s(muliproducesdopamine,whichisthesubstanceresponsibleforhumanmo(va(on.

Theoperantcondi(oningchamberisextremelysimilartotherewardssystemsintegratedinvideogames.

Theybothapplyoperantcondi(oning.Ingames,theresponseandthelevelofempathyoftheuseris

definedbythelevelofengagementcreatedbygamesdesignersAlbor,2011;Isbisteretal.,2008;Juul,

2004);inSkinnersexperiment,theresponseoftheanimalisdirectlypropor(onaltotheposi(veand

nega(vereinforcementsdesignedbythescien(sts.

Operantcondi(oningthroughouttheyearshasbeenusedandreferredtoasinstrumentallearningNevid,

2003);videogamesthroughalayeringofrewardsdoactasreinforcingagents.Suchprac(cesnotonly

teachhumanshowtosurviveinextremesitua(onsSkinner,1938),buttheyareabletocreateordestroy

theintrinsicmo(va(onofthepeoplewillingtoengageinac(vi(esofanykind.

Schell2008)offeredaninsightonhowvideogamesaresimilartoeduca(onalmediums

Studentsplayers)aregivenaseriesofassessmentsgoals)thatmustbehandedinaccomplished)

bycertainduedates(melimits).Theyreceivegradesscores)asfeedbackrepeatedlyas

assignmentschallenges)getharderandharder...Studentsplayers)whoperformpar(cularlywell

arelistedonthehonorrollleaderboard).p.443)

TheSimsSocialisalife-simula(onsocialnetworkingvideogamebyElectronicArtsgames,whichfeatures

gameplaymechanicsthatfollowthesamerhythmdescribedbyJesseSchell2008).Inthegame,players

areabletofollow(medquestlinesaswellasdoautonomousac(ons.Thedifficultyofthegameraisesthe

moretheplayercon(nuesplayingthegameandfulfillingthequests.Thegamelistsonaleaderboardthe

playerswiththemostexpensivehouse.

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Koster2005)andTrefry2010),describedvideogamesasfunwhenprovidingagradualascentindifficulty.

InTheSimsSocial,similarlytowhatSchell2008)previouslydescribed,thein-gamedifficultyraisesby

prolongingthe(metheplayerisrequiredtospendcollec(nganever-growingnumberquestitems,aimed

toachievethegoodsorachievementsproposedbythevideogame.Theanalogiesbetweenvideogames

mechanicsandthescholas(csystemsarerecurrentas[The]processoflearningandexplora(oncombines

withthevisceralexpressionofpowertoformapowerfulplaycocktailTrefry,2010,p.157).

Whileithasbeendemonstratedthatvideogameshavethepoten(altopersuadeandeducateAlbor,

2011),thisresearchmustlookintowhatmo(vateshumanstoengageinac(vi(esaswellasthecondi(ons

inwhichthismo(va(onisunderminedorreaffirmedandstrengthened.

Decietal.1985)demonstratedthroughqualita(veandquan(ta(vestudiesthathumanmo(va(on,in

healthyandwell-beingcondi(ons,ismo(vatedbyintrinsicandextrinsicfactors.Mo(va(onasthefactor

thatbringshumanbeingstooperateac(ons,isdrivenbyphysiologicalasmuchaspsychologicalneeds.

Self-inducedautonomousac(vi(esthatconcernhumanmo(va(onaredoneinpursuitofthefeelingof

competence,autonomyandpsychologicalrelatedness.Competencebeingtheneedtobeincontrolofthe

outcomes;autonomyistheneedtobethecauseofonesownlifeandtheneedforcoherencewithits

innerbeing;relatednessisneedforinterac(on,nurturingandconnec(on.

Whileintrinsicmo(va(onisabehaviouren(relydependentononesself-realisa(on,thereareextrinsic

factorsthatcouldac(velyinfluencehumanbehaviour.Extrinsicmo(va(on,asintrinsicmo(va(onclosely

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followsMaslowshierarchyofneeds.Maslow1943)dividedhumanpsychologicalneedsindifferentlayers,

whichareinorderofimportance:physiological,safety,belonging,esteemandself-actualiza(on.

Extrinsicmo(va(onisanac(onperformedforthepossibleconsequencesAronson,2002).Suchbehaviour

isduetotheindividualsneedforesteem.Inthecurrentsociety,goodsrepresentawayfortheindividualto

representasocialstanding,expressindividualityandul(matelygainrespectfromothersKendall,2012).

Extrinsicmo(va(oncanalsobecomposedbythewilltoachievearewardoritsconsequenceseventhough

thiswasdisputedbyEisenbergerandCameron1996)whentheyclaimedthattangiblerewardsarenot

alwaysthebestwaytorewardposi(veandcorrectbehaviourdrawnfromintrinsicmo(va(on.As

demonstratedbyDeci,Koestner&Ryan1999),rewardingintrinsicmo(va(onwithtangiblerewardsbrings

theindividualtofeelsuchrewardweakenedthemo(va(ontheindividualhadtowardstheac(vity.

Meanwhile,intrinsicmo(va(onisstrongerthanextrinsicwhentheac(onisself-ini(atedandfruitof

autonomouschoice.

Logically,iftheac(onisself-ini(atedbyintrinsicmo(va(onandsuchbehaviourisconsequentlyrewarded

withatangiblereward,therewardislesslikelytodamageandbeli\lethestar(ngintrinsicmo(va(on

Ryanetal.,1999;Aronson,2002).

However,Csikszentmihalyi1990)claimedthat

Ifonegetstobetoocomplacent,feelingthatpsychicenergyinvestedinnewdirec(onsiswasted

unlessthereisagoodchanceofreapingextrinsicrewardsforit,onemayendupnolongerenjoying

life,andpleasurebecomestheonlysourceofposi(veexperiencep.47)

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Decietal.2000)alsoclaimedthatintrinsicmo(va(onistriggeredbyautonomousac(vi(esconceivedby

peopleasengagingandinteres(ngp.235).Decietal.2000)demonstratedthatexternalrewardsin

tangibleformcandetrimentintrinsicmo(va(on,while

EventssuchaschoicethatfosteranI-PLOC[internalperceivedlocusofcausality]tendtoenhance

intrinsicmo(va(on.Eventssuchasnega(vefeedbackthatfosterperceivedincompetencetendto

undermineintrinsicmo(va(on,whereaseventssuchasposi(vefeedbackthatfosterperceived

competencetendtoenhanceintrinsicmo(va(on,althoughpeoplemustfeelresponsibleforthe

competentperformanceinorderforperceivedcompetencetohaveposi(veeffectsonintrinsic

mo(va(on.

Ul(mately,intrinsicmo(va(oncanshiVtobecomeextrinsicinthecaseextrinsicrewardsareintroduced.

Thebehaviourisnotreinforcedasthefeelingtheextrinsicrewardcreatesisofdoingtheac(vitynot

becauseofthestar(ngintrinsicmo(va(on,buttogaintherewardDecietal.,2000).

Throughin-gamerewards,designersmo(vatetheplayerintherepe((onofthebehaviour,therefore

crea(ngafeelingofa\achmentwithintheplayertothevideogameJuul,2004;Albor,2011).

TheSimsSocialasmen(onedbyTrefry2010),featuressystemsofrewardsthatcomplimentthehuman

needforpoweror,asdescribedbyDeciet.al2000),needforcompetence.

Maslow1943)inthehierarchyofneedsdescribedtheneedforesteemascomposedbytheneedto

respectandberespected,toberecognized,tobeabletocontributeandfeelEffec(veinonesinterac(on

withtheenvironmentWoodworth,1918).

Ahlersetal.2002)explainedthatbygivingtheplayerafeelingofbeingincontroloftheenvironment,

thereforetheac(onsdoneinthegameplayorbyProvidingstudentcontrolledtoincreasedmo(va(on

andgreaterlearning.p.451)

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Thoseneedscanalsobeinfluencedbysociologicalexternalfactors.Whenplayingavideogametheplayer

canbeinfluencedbytheneedofself-expression,individualityandcontribu(onMaslow,1943).

Furthermore,videogamedesigncanac(velyinfluenceandcondi(onuserstorespondtogivens(muliYee,

2006).

Organismstendtorepeatthoseresponsesthatarefollowedbyfavorableconsequences,andtheytendnot

torepeatthoseresponsesthatarefollowedbyneutralorunfavorableresponsesSkinner,1938).

SinceAlbor2011)definedvideogamesasamediuminwhichPlayersmaynotrecognizetheimpactof

playontheirunderstandingorbehavior...,theanalogybetweenvideogamesandSkinnerscondi(oning

chambertriggersaques(on:cangamesfunc(onasanoperantcondi(oningchamber?Canvideogames

systemsofpersuasionmodifyhumanbehaviourforittorespondinforeseenways?Tounderstandthe

extenttowhichvideogamescaninfluencehumanbehaviour,considera(onsaboutextrinsicrewardsand

mo(va(onsmustbeincluded.

Bycrea(ngadver(sementwhichtargetstheareadescribedbyMaslow1943)asesteem,adver(sersare

abletogivepoten(alcustomersextrinsicmo(va(oninbuyingproductswiththepromiseofenhancing

theiresteem.Contemporaryadver(sementinallitsformscansolicitthroughpersuasivetechniquesthe

sameonesdescribedaboveasensethatthepoten(albuyerneedstheproduct.

Peoplesresponsivenesstopersuasives(mulihasbeenextensivelytestedinthepast,mostlyinthe

consumeris(cageandinthelate1950swhenmanystudiesestablishedthattheunconsciouspartofthe

humanmindmaybeabsorbinginforma(onunwarilyMoore,1992)assomecompaniesoptedtoac(vely

talkwiththehumansubconsciousnessthoughadver(singPackard,1957).

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Also,BrannonandBrock1994)describedthatthroughtheprocessofadver(sing,Adver(sersdonotwant

consumersmerelytolikethewordpopcorn;theywantconsumerstobemo(vatedtoact,tobuy

popcornBrannon&Brock,1994).

Throughextrinsicmo(va(oncouldvideogamesinfluencehumanbehaviourtotheextentsofcrea(ng

impulses,whichpushtheplayerstoactinthewaythegameimposes?

TeutWeidemann,leaddesigneroftheSe\lersOnline,spokeaboutsocialgamesinthoseterms:

Socialgamescanbeusedtodothat.Theymanipulateus...Teut,Brandon,andIwouldallagreethat

socialgamesareavola(lecocktailofsleektechnology,dopamine-richenvironmentsandbrilliant

gamedesign.Thisispreciselywhyplayersgethooked.Thisiswhythesegamesaresopopular...

We'retalkingnowaboutsomethingthathasbeenwellunderstoodandbroadlyappliedinour

industryandmanyothers)formanyyears.Ourgoalsasgamedesignersaretobuildengagingand

fungamesthatpeoplewanttoplay.Weuseourtoolstheknowledgeaboutevolu(onary

behavioralpa\ernsforexampletoaccomplishthosegoals2010).

Weidemann2010)referredtodopamine.Dopamineisasubstanceproducedbydifferentareasofthe

humanbrainmostlyinthecerebrum,hypothalamusandseptum)Bjorklundetal.,2007).Dopamineplays

animportantroleinthehumana\en(veness,behaviour,cogni(on,feelingsofpunishmentandreward,

mood,mo(va(on,workingandlearningmemoryandvoluntarymovementZull,2002).Dopamineisoneof

themajorcontributorstoreward-inducedlearningandseekingbehaviourBayer&Glimcher,2005;Belin&

Everi\,2008;Wael(,2001).

AsdescribedbyRaphKoster2005)inAtheoryoffunforgamedesign,videogamesprovideplayerswith

thetoolsoflearning,wherelearningitselfisthereasonthevideogamebecomesenjoyable.

Whenarewardissuccessfullyachieved,thebrainreleasesdopamine,whichisthereasonwhythrough

operantcondi(oningbehaviourcanbemodified.

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Sincethedescrip(onthatSkinner1938),Deci2000),Koster2005),Mabryetal.1966)provided,operant

condi(oningcanbeappliedthroughgameplaymechanicsandrepe((veprompts,whichreinforceor

punishthroughpleasantorunpleasantfeedbacksdifferentbehaviour.Thenewbehaviourortarget

behaviour,whichisacquiredthroughextrinsics(muliDecietal.,2000),ispartoftheinstrumentallearning

Nevid,2003).Mostof,ifnotallvideogamesfeaturesimilarlearningcurvesandrepe((oninformofthe

aforemen(onedfeedback.

Withthenew-emerginggamingtrendepitomisedbysocialnetworkinggames,manycri(quesemerged

fromdesignerssuchasBogost2010),ques(onningthefutureofgaminganditspossibledeclineinto

player-exploita(on.

Social networking video games

Whydopeopleplaysocialgames?Isitfortheirsimplicity,easy-to-understanduserinterface?

Manyvideogamesaskforalotinordertobeplayed,soitisnotsurprisingthatmanypeopledonot

playvideogames.ideogamesaskforalotmorethanotherartforms.Theyaskformore(meand

theymoreconcretelyrequiretheplayertounderstandtheconven(onsonwhichtheybuild.A

gamemaynotfitintoaplayerslifeJuul,2010p.10).

Socialnetworkinggamesandtradi(onalgameshaveamul(tudeofdivergencesfromagameplay

mechanicsdesign,narra(veandgeneraldesignpurposesandaimsprospec(ve.

Thefollowingexplainswhysocialnetworkinggamescouldpoten(allybedivergentdesignwisefromthe

moretradi(onalvideogamedesign.

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Ourprimarymone(za(onmodelisadver(sing.Wegooutandweselltheadspacewithinthe

gamesthatourtechnologyprovidesandempowersasthisgamesspreadacrossthewebweare

reachingabout60millionpeopleamonththroughthegamesthatarewithinournetwork

JamesonHsu,2008).

Thesocialnetworkingvideogamesbusinessmodelworksbeingbasedonthefreemiumfreeand

premium)businessmodelbya\rac(ngthemostpossibleaudiencetosaidvideogames.Someofthe

videogamesmakeaprofitthroughadver(sement,whileothersrelyonthemicro-paymentsalonetomake

aprofitthroughsellingpremiumsPujol,2011).

Socialnetworkingvideogamesarebasedonamoredemocra(cKoster,2012)free-to-playmodelwhere

everyonehasaccesstothecontent,any(me,withoutsubscrip(onfeeorformallycalledpaywall).

Socialnetworkingvideogamesspreadthroughoutthesocialnetworkingwebsitesandthroughe-mail

invitescrea(ngexamplesofviraladver(sement.Inmanyofthegamesplayedonsocialnetworks,social

interac(onsarelimitedtoviralmarke(ng:thegameprovidesmechanismsthatmakeitsothatcustomers

sharetheirexperienceswiththeirfriendsRadoff,2011)

Thegameplaymechanicsprompttheusertoinvitemorefriends,sendgiVstousersorneighborsTheSims

Social),requestquestitemsandbragaboutachievementsthroughleaderboardsandbadgesRadoff,2011).

Sincesocialgamesfollowafree-to-playmodel,designershavetoresorttoadver(singtechniquesandthe

implementa(onofcompellinggameplaymechanics.

Associalnetworkingvideogamesfeatureautonomousandself-inducedgoalassignmente.g.watering

plants,followingaquestlineratherthananother,cleaningthehouse),thedesignofsocialnetworking

videogamesarecomposedbybothintrinsicandextrinsicmo(va(on.Moreover,usersoVenifnot

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alwaysacquirenotonlyarewardastheyarefulfillingthepredeterminedac(on,buttheyarealso

gainingatangiblereward.

Productplacementaswellasbehaviouralpersuasionthroughgameplaymechanicsandcompellingdesign

techniquesisnotregulated.Sincethisresearchaimstounderstandthemannerinwhichdesignersare

implemen(ngpersuasivesystemsinTheSimsSocialasocialnetworkinggameproducedbyElectronicArts

games),abriefanalysisofthepastadver(singtechniquesisincluded.Thistobeabletoanalysethegame,

whilecomprehendingpastandpresentpersuasivetechniques.

Alargeandgrowingcommunityofgamedeveloperswouldarguethatyes,gamescaninfluence

atudesandbehaviour.Advergames,edugames,socialandpoli(caladvocacygamesallpartof

thenewfieldofpersuasivegameshavebeguntomakeanimpactinrecentyears.Thoughthe

revenuesandspreadofthesegamespalesincomparisontomainstreamgames,themovementis

beginningtomakeitsmarkStokes,2005).

Analogicallytotheconsumeris(crevolu(onofthelate1950s,socialnetworkingvideogamesareusing

Masspsychoanalysistoguidecampaignsofpersuasionhasbecomethebasisofamul(million-dollarindustry.Professionalpersuadershaveseizeduponitintheirgropingformoreeffec(veways

tosellustheirwareswhetherproducts,ideas,atudes,candidates,goals,orstatesofmind

Packard,1957,27).

Moreover,thepsychologicalneedforproductscanbeprompted.Theindividualisboundtoreacttocertain

psychologicaltechniques,whicharemeanttoperpetratethehumansubconsciousnessDichter,1960).

Originally,gamedevelopersfocusedoncrea(ngthemosttouchingandmovingexperiencesthey

couldfitonafloppyorcartridge,crea(ngrealculturallandmarks.Incontrast,socialgamesare

turningthegameindustryintoanindustrywheretheprofitmo(vedirectlydictatesgamedesign,

andhumanpsychologyandsociologyareharnessedinthepursuitofrevenues.Developersbecome

op(mizersandtheroleofplayersisthatofmindlessclickingmachinesLehdonvirta,2010).

Lehdonvirtatalkedabouttheexploita(onofpsychologyandsociologyinsocialnetworkingvideogames,

cri(cizingthenatureoftheirdesign.Whilehighligh(ngthecontentdifference,Lehdonvirtabriefly

men(onsandcondemnsthefreemiummodel,byaffirmingthatplayersaretransformedintomindless

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clickingmachines,whoseonlyaimestablishedbythedesigner)istobringprofittothecompanythat

developedthesocialnetworkingvideogame.Lehdonvirtadoesnotdiscussthisclaim.

Thequalita(veandcompara(veapproachtotradi(onalvideogamesandsocialnetworkingvideogames

musttakeintoaccountthepsychologicalneedsoftheindividual.Bothtradi(onalgamesandsocial

networkinggamesprovidesimilarrewards,inthemomentinwhichtheyaredesiredandsubsequently

bought.

Tradi(onalvideogamesassocialnetworkingar(factsuseadver(singtechniqueswhichareaimedtocreate

thedesireandneedforaproduct:oneinformofviraladver(sement,theotherinformofmore

conven(onaladver(singsuchasbillboards,Tandonlinepublicity,demodistribu(onandreviews.

Consequently,bothtypesofvideogamestargettheself-esteemneedoftheindividuals.Self-esteembeing

theexpressionofonesself,theiden(fica(onoftheindividualaspartofagroup,acquiringrespect,social

standingandsome(mesaesthe(cenhancement.

Sincetheintroduc(onofvideogames,leaderboards,badges,highscoresandsimilarwereintegrantpartof

videogamesDickinsonetal.,1998).Analogically,socialnetworkingandtradi(onalvideogamesoVen

featurewaystogainbraggingrights.However,forthewayinwhichsocialnetworkingvideogamesare

linkedtosocialnetworks,thefacilityforplayerstoboastaboutachievementsisgreater;aswellasthe

abilityforthemtoaskforhelpfromfriendsinordertoachieveresults.

Thereisoneotherfactorthatneedsconsidera(on,sinceLehdonvirtaclassifiedsocialnetworkingvideo

gamesasamediumtotransformpeopleintomindlessclickingmachines.Role-Playing-GamesRPGs)and

Massive-Mul(player-OnlineRPGsfeaturegrindingbehaviourincorporatedtoraiseinlevelandorskill.

Grindingintendstobearepe((vebehaviour,specificallyrelatedtogameplayrepe((onRogers,2010).

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Methodology

Themethodusedtoinspectandanalyzethisqualita(vestudywasatextualanalysisofTheSimsSocialby

ElectronicArtsgames.

Intheliteraturereview,psychologicalconceptshavebeenexplained.

Whilepersuasionhasbeensubjecttostudiessincethebirthofrhetoric,mostrecentstudiesfromthe

nineteenthcenturyonwardsunderlinethatthehumansubconsciousnesscouldbeinfluencedby

manipula(vetechniques.Furthermore,behaviourcanbecondi(onedandmodifiedtocreateanew

behaviour.

CanTheSimsSocialinfluenceaplayersbehaviourusingpersuasivetechniquesandhowarethey

incorporatedintosocialnetworkingvideogamesmechanics?

Theobjec(veoftheresearchques(onwastoestablishifTheSimsSocialcaninfluenceandmodifythe

playersbehaviour,whileseekingtodiscoverhowpersuasivemechanicsareincorporatedintosocial

networkingvideogamesmechanics.

TheSimsSocialplaythoughtookanes(matedperiodbetween1weekto4weeks.Thehighamountof(me

wasstrategic,sincetheresearchwaswillingtoinves(gatethetypeofmo(va(onfeaturedbytheplayer.

TheplaythroughinspectedthevariousgameplaymechanicsofTheSimsSocial.Peculiara\en(onwas

offeredtogameplaymechanicsthathavepersuasivepoten(alaimedtowardsabehaviouralcondi(oning.

Roberta Saliani 19


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Theanalysisexploresiftheplayersac(onswereself-inducedorgeneratedbyareward-seekingbehaviour;

iftheplayersrewardconsistedinthesheerpleasureofmakingtheac(onortheacquisi(onofin-game

goods.

Butpeopledoactwithpurpose.Theirbehaviourmakessenseifyouthinkaboutitintermsofitsgoals,of

people'sneedsandtheirmo(ves.Thatseemstobethesecretofunderstandingormanipula(ng

people.Packard,1957)

TheresearchusedatextualanalysisofTheSimsSocialaimedtoreachacomprehensiveconclusion.

Othermethodswereassessed.Oneofmethodsassessedwasconduc(ngaqualita(veresearchthat

involvedtestsubjects.Includingpar(cipantswouldhavebeenhighlyinconclusiveanda(meconsuming

prac(cesincethepar(cipantsshouldhavebeenindoctrinated).

Researchshowedthatpeople,whenaskedaboutaproductorservicewouldprovideanswersthatproved

tobecompletelytheoppositeofwhattheirneedsstrivedforPackard,1957).

Furthermore,byusingatextualanalysisalsomeanthavingthepossibilitytoplaythegameforalonger

periodof(me;havingachanceofexpressinganddescribingaswellasinspec(ngtheins(nc(veimpulses

suchgameplaymechanicscouldtrigger;thepossibilityofincludingrecordings,screencapturesandvideos

whicharerelevanttotheresearch.

TheresearchusedachecklistinformofanExcelspreadsheet,whichlistedouttheac(onsmadeinthe

game,whysuchac(onsweredone;ifthemo(va(oncamefromarewardseekingpa\ernorifitwas

triggeredbyself-ini(atedprocesses;itwillclassifytherewardsasclaimingindividuality,self-esteem,

respectfromtheothersandsocialstanding.Theframeworkusedaimedtogainfindingscompa(blewith

thediscussedliterature,aswellasestablishingrelevantconclusions.

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Sample analysis

Hereisanexampleoftheanalysis:

Premises:TheplayerhasapproachedtheSimsSocialasanexperiencedplayerofTheSims1,2and3,

whichareaseriesoftradi(onalvideogamespublishedbyElectronicArtsgames).

Testtools:anExcelspreadsheetfeaturingachecklist.Inthechecklisttheplayersac(onswereques(oned.

Theac(ongridlistsouttheac(onsmadeinthegame,whysuchac(onsweredone;ifthemo(va(oncame

fromarewardseekingpa\ernorifitwastriggeredbyself-ini(atedprocesses;itindividuatediftherewards

achievedclaimedindividuality,self-esteem,respectfromtheothersand/orsocialstanding.

Theavatarhasnowanewquest:LifesairtualBeach,whichinformstheplayerthatanewquestis

available.DisplayedonthecentralleVsideofthescreenthequestlogblicksaNew!sign.

Onceopened,thequestinformstheplayerthatanewfeature,theloca(onsfeatureisavailable.It

forwardstheplayertoanotherquest,calledBeachHousewheretheplayermustpossess12thousands

Simoleons,10contractsand5cer(ficatestobeabletobuythenewproperty.Theextrarewardthatcomes

whenfulfillingthosecriteriaisapalmtreeSeeAppendixBandC).

Togainthecontractsandcer(ficatesonemustasktheSimsSocialfriendsorformalgameneighboursin

ordertoretrievethem.

Thisnormallyblockstheplayerfromfinallygainingtheobjectofdesire:inthiscase,avaca(onhouse.An

alterna(veisproposedfromthegamewhichconsistsinspeedinguptheprocessbypurchasingthe

propertybyusingSimCash.

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SimCashisoneofthein-gamevaluesusedbyTheSimsSocial.SimCashisgatheredthroughrealmoney

andacquiredthroughmicro-payments.Thepricevariesbetween7SimCashfor$135SimCashtotal

purchase)to9SimCashfor$100900SimCashtotal).

Ithasbeenaround48hoursandnooneoftheplayersneighboursansweredtotheplayersrequesttoget

10contractsand5cer(ficates.TheurgeoftheplayertobuySimCashisgrowingstronger.

Typeofreward:therewardfeaturedintheLoca(onsquesttriggeredtheplayersextrinsicmo(va(on.

Theplayermadetheac(ontogainthetangiblevirtual,butfeltastangible)reward,whichinthiscaseis

theBeachHouse.

Whatmo(vatedtheplayertowantthereward?Representa(onneeds:anurgetoshowotherplayersthe

capabili(esoftheavatar,whichatthegivencircumstancesfeltasaself-extension.Individualityand

personalityexpressionneedsastheplayerownsapropertyinreallife)nearthesea.Theprocessisnot

self-ini(atedandnotautonomous.

Wasshowingtherewardanintrinsicmo(va(onalboostordetrimental?Results:N/A.Theplayerwasnot

beabletobuytheBeachHouseasthequestitemsneededtocompletethequestprovedtoodifficultto

acquire.Overalltheplayerwasconfusedandcouldnottellifthegameplaymechanicsactedasablockorif

showingtherewardhaddetrimentaleffectsontheintrinsicmo(va(on.

Data collection procedures

TheSimsSocialisastrategicroleplayinglifesimula(ononlinebrowservideogamedevelopedbyPlayfish

andpublishedbyElectronicArtsGamesonAugust2009.

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ThedatawascollectedbyplayingthroughTheSimsSocialanditwasrecordedinformofvideoandaudio

whereapplicable)recordingsina.swffile.ThevideowasrecordedwithJingasoVwarefromTechSmith

Corp.2007-2011).

Thefileswereorderedbydate.

Notalltheplaysessionswererecorded.

Data analysis methods

ThedatawasanalysedbyusingthedataacquiredintheExcelspreadsheet.Theanalysisframeworkwas

determinedbytheliteraturehighlightedintheliteraturereviewsec(on.

Itanalysedthedataacquiredbyiden(fyingtheac(onsmadeinthegame.

Theanalysissoughttounderstandwhysuchac(onsweredonewastheplayerautonomouslydoingthe

ac(onorwasitarewardinducedac(on?);ifthemo(va(onwasextrinsicorintrinsic;iftheac(onwas

autonomousortriggeredandencouragedbythevideogame;andwhatwerethepsychologicalneedsthat

startedtheac(onindividuality/self-expression/personality,respectandesteemMaslow)andsocial

standing).

Data collection

ideorecordingofgameplayusingJing.Thevideoswillbestoredandsavedforfurtherfuturereference.

Audiorecordingwhenapplicable)oftheplaythrough

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Wri\ennotesdigital):ifunexpectedresultsarefound

Data analysis methods

1. Createachecklist

2. Checktheques(onsanddetermineifthetoolsareappropriate

3. Reorderthechecklist,ifneeded

4. Startvideorecordinggameplaysessions

5. Takenotesaboutfindings,discussionissuesandunexpectedresultsaswellaslimita(onsofthemethod

6. Namethevideofilesbydate

7. Datainterpreta(onanddiscussion

Ethics

Theresearchdoesnotinvolveothertestsubjectsotherthantheresearcher.

ThisresearchiscompliantwiththeLondonSouthBankUniversityResearchEthicsCommi\eeandtheCode

ofPrac(ceforResearchInvolvingHumanPar(cipants,whichcanbeviewedanddownloadedhereh\p://

www.lsbu.ac.uk/rbdo/students/researchdegrees/ethics_commi\ee.shtml .

TheresearchdoesnotinfringetherightsdetailedintheHumanRightsAct1998).

Limitations of proposed research design

Themethodslimita(onistheimpossibilitytoincludeandmen(onawiderspectrumofliteraturedueto

thelimitedwordcount.Anunlimitedwordcountwouldhaveenhancedthemethodastheliteraturereview

wouldhavefeaturedmoreinforma(ononwhichtheanalysiscouldhavereliedon.

Furthermore,giventhevariabilityoftheSimsSocialdesign,gameplaymechanicsandvideogamesize,not

allac(onscouldhavebeenlisted.

Roberta Saliani 24
http://www.lsbu.ac.uk/rbdo/students/researchdegrees/ethics_committee.shtmlhttp://www.lsbu.ac.uk/rbdo/students/researchdegrees/ethics_committee.shtmlhttp://www.lsbu.ac.uk/rbdo/students/researchdegrees/ethics_committee.shtmlhttp://www.lsbu.ac.uk/rbdo/students/researchdegrees/ethics_committee.shtmlhttp://www.lsbu.ac.uk/rbdo/students/researchdegrees/ethics_committee.shtml


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Analysis

Premise:thechecklistfeaturesamo(va(onfieldthatfeaturesbothintrinsicandextrinsicmo(va(on.

Theanswerswereindicatedwiththreeterms:weak,mediumandstrong.Someanswersweresubjectto

assessmentassome(mestheplayerindicatedintrinsicmo(va(on,whilepost-analysisverifica(onrevealed

thattheac(onwasmo(vatedbyextrinsicfactors.

Theanalysis,throughatextualanalysis,highlightedfromaplayersprospec(vethegameplaymechanics

featuredinTheSimsSocial.

Ul(mately,thisprospec(vewassubjecttofurtheranalysis,whichsoughttodiscoverhowsystemsof

persuasionwereimplementedinsocialnetworkingvideogames.

Testtools:anExcelspreadsheetfeaturingachecklist.Theac(ongridlistsouttheac(onsmadeinthegame,

whysuchac(onsweredone;ifthemo(va(oncamefromarewardseekingpa\ernorifitwastriggeredby

self-ini(atedprocesses;also,thechecklistclassedthetypeofrewardsindividuality,self-esteem,respect

fromtheothersandsocialstandingandorcoherence,autonomyandrelatedness).

Purchasing items with Simoleons

Self-representa(onneeds:whathappenstomo(va(onwhentheobjectofdesirecantbeobtained.

Theplayeraccessestheshop,lookingforsomekitchenwaretoembellishandpersonalisetheaesthe(csof

theprefabhouse.Theplayerwassaddenedbynotbeingabletobuyahobasthegamewasrequiringa

certainlevelofcookingskilltounlockthehob.Theplayerboughtthemicrowave.

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Theplayerstartedcookingwiththemicrowavetogaintherequiredskill.

Arrivedatlevel19s(lldidnotmanagetobuyahob;theplayergaveupontryingtogaintherequiredquest

itemsatlevel15SeeAppendixB).

Typeofreward:Beingabletobuyagoodthatcouldhavecontributedinrepresen(ngtheplayers

personalityandpassions.Thisprocesswouldhaves(mulatedtheplayersesteemneed.

Theplayerdidtheac(ontogainthevirtualreward,whichinthiscasewasthehob.

Whatmo(vatestheplayertowantthereward?Representa(onandeffec(venessneeds:anurgetoshow

otherplayersthecapabili(esoftheavatar,whichatthegivencircumstancesfeltasaself-extension.

Individualityandpersonalityexpressionastheplayerhasapassionforcooking.

Theprocesswasself-ini(ated,buttheprocessthatwasneededfortheplayertobeabletopurchasethe

objectdidnotjus(fythemeans.

Wasshowingtherewardanintrinsicmo(va(onalboostordetrimental?Results:detrimental.

Theplayercouldnotbuythehobasthequestitemsneededprovedtoodifficulttoacquire.Thefindings

indicatethattherewasweakintrinsicmo(va(ontobuythehob.

Fromthedataalsoemergesthattheplayerenjoymentofthemicrowavewasinexistent:theplayerdidnot

recognisewiththeproductanddidnotseeitasamediumtogainindividuality,respectorsocialstanding.

Inthiscase,themo(va(onoftheplayerwasextrinsicastheplayerwantedtobuytheoveninordertobe,

infuture,abletobuyahob.

Similarresultswereencounteredwiththepeacockandthegrandpa(sserieitems,withthedifferencethat

theseobjectsweregame-inducedintroducedbythegamethroughadver(sementandquests).

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TotalpurchaseditemswithSimoleons:6,ofwhich2wereitemsintroducedtotheplayerbythegameand3

featuredweakintrinsicmo(va(on.

Theobjectsthatwerenotenjoyedbytheplayer,atthesame(medidnotrepresenttheplayerinanyway.

Furthermoretheaforemen(oneditemsbothfeaturedweakmo(va(on,andforthe66%ofthecasesthe

itemswereintroducedtotheplayerbythegame.

Theplayersac(onofbuyingthepeacockandthegrandpa(sseriedidnotfiteitherintrinsicorextrinsic

field.However,aVerlogging-inthegameaVeralongperiodof(me,apop-upwindowappeared,showing

AFreshstart!.Theplayerimaginedthatbybuyingthepa(sserieobject,therecouldhavebeenachance

ofproducinggoodsthatcouldhavebeensoldtootherplayers.Thismadebuyingthepa(sserieiteman

ac(onpromptedbyextrinsicmo(va(on,wheretheconsequencesjus(fiedthemeans.

Forthepeacock,therewasnotwri\enthatitwasjustasculpture:theplayerwasbroughttothinkthe

peacockwouldhavebeenapet.

Thisac(onwaspromptedbyintrinsicmo(va(ons,eventhoughtheplayerwasintroducedtotheobjectby

in-gameadver(sement.

Note:therewasnotanobjectwhichwaspurchasedwithSimCashthatproducedtheaboveresults.

Self-representation needs: motivation with ready to be purchased products

erydifferentresultshavebeenfoundwhentheproductswerereadytobepurchased.

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Thechecklistshowsthattheplayersintrinsicmo(va(onwasneverweak.

Theac(onwasself-inducedandautonomous.Thechecklistalsoshowsthatthroughpurchasingtheitems

withSimoleonsandSimCash)therewasanexpressionofiden(tyandpersonality.Thisneedforself-

expressioncomesdirectlyfromthefeelingofshowingoffotherplayersthepersonaliden(tyoftheplayer,

whileachievinganaesthe(clevelofpleasureand(diness.

Throughthisdata,theresearchalsoshowedthatthebehaviourwasrewardinducedastheobjectofdesire

wasvisibletotheplayer.However,theac(onofpurchasingtheitemwasnotpleasurableastheplayer

wouldlosethechancetobuyanotherobjectforlackoffunds.

The Sims Social Quests

Theonlyquestthatwasdescribedasrepresen(ngtheplayerwasAsmartstart.Theonlyaimofdoingthe

questwasdowntothetermusedbythequest.Theplayerwantedtoshowthegameofbeingsmart,which

madetheac(onmo(vatedbyintrinsicfactorsandesteemneeds.

Allthequestsaregame-induced,thustheac(onwasnotautonomous.Thequestdidnotappearasadirect

consequenceoftheplayersfavouriteac(ons,anditwasseenassomethingforcedupontheplayer.

Furthermore,thequestsactedasablockforthenumberofautonomousac(onstheplayerdidatthestart

ofthegame,likewri(ng,playingmusicalinstruments,cookingandsoonSeeAppendixB).

Thequestsintrinsicmo(va(onwasvariable.Suchvariabilitywasdependingonthetypeofac(vitythe

questneedstheplayertodo.

Iftheac(vitywassomethingtheplayerwasfamiliarwithandinnormalcondi(onsitwouldhavebeena

self-inducedac(on,theplayersmo(va(onwasstrong;whilewhenthequestwasfarfromtheplayers

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pleasurableac(vi(es,theintrinsicmo(va(onwasweak,makingtheac(onaspromptedbyextrinsic

factors.

In-Game Actions

Thein-gameac(onstheplayerchosetodowere,forthemajorityofcases,categorisedbytheplayeras

pleasurableac(vi(esandnotusuallyforcedupontheplayerfromthevideogame.

Theplayerrecogniseditspassions,some(mesbehaviourandpreferenceswithsomeac(ons.

Theplayerhadweakmo(va(ontosa(sfythephysiologicalneedsoftheavatarandtomopthefloors,

whichwasdescribedasareal-lifechoreandwasthereforeinterpretedbytheplayerasanin-gamechore.

Thismeantthattheplayerwasdoingtheac(ontogainaresult,inthiscasetheresultwashavingcleanand

(dyfloors,and/oranonwhinyavatar.

Theac(onwasdoneonlybecauseoftheresult;thismeansthattherewasnotanintrinsicmo(va(on,but

extrinsic.

Otherac(onsneededtobeconsideredsuchas:repairingitems,cungthegrass,mushrooms,andflowers

andtakingpicturesofanimals.Thoseac(onsfeaturedastrongmo(va(on:theplayerdidtheac(on

becauseoftheirpleasurablenature.Theac(onwasgeneratedbytheplayersneedforautonomytheneed

tobethecauseofonesownlife,theavatarsinthiscase)andtheneedforcoherencewiththeavatarsand

playersinnerbeing.

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Social in-game actions

Whentheplayervisitedfriends,theaimofthevisitwastogainenergypoints.Atthestartbeforethe

playerbecameawareofthegameplaymechanicsthatallowedtorestoreenergypointstheplayer

enjoyedtheautonomousac(vitythatwasproducedbytheneedforinterac(on,nurturingandconnec(on.

Theintrinsicmo(va(onoftheplayerwastosa(sfytheplayerscuriosityandexplora(onneed,whichwas

sa(sfiedbyvisi(ngtheneighbourshouses.

Sincethediscoveryofthegameplaymechanic,theintrinsicmo(va(onshiVedtobecomereplacedwith

extrinsicmo(va(onthewilltodosomethingforitsendresultI-PLOCtoE-PLOC).

TheSimsSocialhasfeaturesthatallowtheplayertoboastachievements.

ByallowingTheSimsSocialtosharethisinforma(on,thevideogamepostsontotheuserswall.Thepost,if

clickedbyotherplayers,offersrewards,Simoleonsorsocialpoints.Sharingin-gameeventsofthiskinddid

notappealtotheplayer,sincetherewasanerroneousrepresenta(onoftheplayersbeing.Sincetheneed

forcoherenceandautonomywasnotrespected,thedesignofthefeaturedidnotappealtotheplayer.

Thisfactorisverydifferentfromplayertoplayerasitisuptotheuserspersonality.Somepeoplearemore

reservedaboutboas(ngachievementsthanothers.

Reward:none.

Extrinsicmo(va(on:weak,inthissubjec(vecasetheplayerdidnotenjoythefeatureastheextrinsic

rewardwasnotworththeefforttheplayerwouldhavehadtoputindoingtheac(on.

ThesendgiVstofriendsfeatureallowstheplayertosenditems,Simoleonsandquestitemstoother

players.TheplayerfrequentlysharedgiVsasaresultofextrinsicmo(vators.

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TherewardwasreceivinggiVsback.ThegameplaymechanicsorderthatwhenaplayerreceivesagiVby

clickingAcceptanop(onofsendingagiVbackbyclickingtheSendonebackbu\onappears.Sincethe

gameplaymechanicsmakeiteasytoreturnthefavor,mostofthe(mestheplayergetsbackavirtual

reward.

Typeofmo(va(on:weak.Thiswasaweakextrinsicmo(va(onastheplayerchancesofreceivingthe

extrinsicrewardisvariable.

Ul(mately,thegameimposesthatinordertocompletesomequestslikeLifeisaBeach,theplayer

neededtorequestquestitems.Themo(va(ontoretrievethequestitemswasweakasthiswasfeltasa

forcefulgamefeature.Ontheotherhand,iftheplayerhadthechoicetopurchasethevaca(onhome

withoutdoingthequest,themo(va(onwouldhavebeenstrong.

Theac(onofreques(ngquestitemsfromotherplayerswashighlyunpleasantastheplayerwasawarethat

itwasverydifficulttogetotherplayerstorespondtoquestobjectsrequests.Thisisevenmoredifficult

whenthegamedidnotsendamessagetootherplayersreques(ngtheobject,butitpostedan

announcementontheusersFacebookwallandno-onevisualisedit.

Thedesignofthefeaturemaybestrategic:bycrea(ngfrustra(onfromtheusers,thedesignerscangettwo

responses,whicharedenialand/ortheneedtoacquiretheobjectsbyanymeanpossible.

Theconsequenceofsuchstrongneedtopursuetheobjectsisthattheplayerisforcedtobuythegoodsor

questitemswithSimCash.

Typeofmo(va(on:weakextrinsic.Therewardofferedthrillstheplayer,butthemeanstogainthereward

provedtobeexcessivefortheplayerinques(on.

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Reasonfortheac(on:toremovetheblockthegameimposedtheplayerquestitems)inordertobeable

togainthereward)buythevaca(onhouse.

Collectables

Therearetwotypesofcollectablesinthegame:collec(onobjectsandcollectableobjectssimilartoRPGs

loot).

Asaresultofdoinganyself-inducedorgame-inducedac(on,thegamerewardstheac(onbygivingstars

XPpoints,usefultolevelupandaccessotherfeatures),Simoleonsusefultopurchasegoods)andlife(me

pointstopurchaseSimstraitsthatdeterminehowtheavatarbehaves)andhousevaluepointswhich

posi(ontheplayerinahousevalueleaderboardagainsttheotherplayers).

Amul(tudeofac(onsbringtheplayertogaintheabovesaidpoints.

Thereisalsoapa\ernintheplayersbehaviour,whichwasno(ced.

Theplayerwouldalwaystrytocollecttheitemswhenthegamereleasedthem,eventhoughthegame

wouldhavecollectedtheitemsaVerfewseconds.

Thisisuptotheneedfor(diness,sincetheobjectsweredroppedonthefloor.Unlikethemopthefloor

ac(on,thiswasaspontaneousac(on.

Whatisthedifferencebetweenthemopthefloorac(onandtheobjectcollec(on?

Bothofthemaregame-inducedac(onsthattheplayerdidtoeitherstopthevisualdisturbanceorclean

aVertheavatar.Surprisingly,themo(va(ontocollecttheobjectswasstrongerthanmoppingthefloors.

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Theplayersawtheac(onofcollec(ngitemsasapleasantac(vityandfeltrewardedsincetheac(onwas

mo(vatedbyintrinsicreasons,whiletheac(onofmoppingthefloorswasfeltbytheplayerasanac(on

neededasaresultofanalgorithmwri\eninthegameandnotproducedbytheplayersownac(ons.

ThisresultedinhavingtheplayerfeelingforcedtocleanaVerthegamesalgorithmandnotaVertheavatar.

Typeofmo(va(on:strongintrinsic.

Whatneedtheac(onofcollec(ngitemstargetsintheplayer?Theneedforcoherenceortheneedtobe

incontroloftheoutcomes)andautonomytheneedtobethecauseofonesownlifeeffectsand

consequences).

TheplayerfromaMaslovianpointofviewthroughcollec(ngitemsexpressestheneedforpower,or

esteem.

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Conclusion

ThegameplaymechanicsusedinTheSimsSocialpresentamul(tudeofpersuasivetechniques.

Intheabovegameplaymechanicsanalysis,adis(nc(onbetweenself-inducedandgame-inducedfeatures

aswellasintrinsicandextrinsicmo(va(onwasmade.

Theaimwastodeterminehowpersuasivegameplaymechanicsareimplementedinsocialnetworking

gamesdesign,andinwhichmomentthepersuasionwasfeltasaforcefuladdi(onthatinterruptedthe

gameplay.

Thegameplaymechanicsthatwereindividuatedasforcefulthroughouttheanalysisare:sa(sfyingthe

physiologicalneedsoftheavatar;cleaningthefloors;sharinginforma(onabouttheavatarsachievements;

havingtorequestquestitems;beingforcedtoaskforhelptobuildobjectssofas,rooms,toilets,washing

basins,baths,cupboards,chairs,fridges,andmanymore);dealwiththewai(ng(mesoncetheplayer

finishestheenergypointsisnotabletodoanythingaswellasbuilding(mes,questwai(ng(mes);the

needforquestitems;sendinggiVsonlyinthehopeofreceivingthesameback.

ThisindicatesthatpersuasivegameplaymechanicsareindeedimplementedinthedesignofTheSims

Socialandsomeofthemwereforcedupontheplayer.Throughconstric(on,themechanicscanpersuade

theplayerintodoingtheac(ontogainextrinsicmo(vators/rewards.

Thedesignerscanpersuadetheplayersintoseekingalterna(veroutestogainthesamerewardswithout

havingtogothroughthepurposelydesignedstrenuousprocesses.

Therefore,fromthepointofviewoftherespondentcondi(oning,whichistheimita(vebehaviouraswell

asthebehaviourthatrespondstoextrinsics(muli,theplayerscanbecondi(onedtorespondtoextrinsic

mo(vatorsandrewards.

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Thegame,ifplayedforthefreefromblocksandgratuitousfeatures,wouldnotofferenoughfeaturesto

keeptheplayerhooked.InthatsenseitcorrelatestowhatMyersandMiller1954)saidregardinganimals

intheirstudy,Animalsexplorenovels(mulitorelieveaBoredomdrivethatresultsfromunchanging

s(muli.

ThegameplaymechanicsinTheSimsSocialtargetthepsychologicalneedsforcoherence,autonomyand

relatednessDecietal.,2000)aswellas,inothertermsdescribedbyMaslow1943)self-expression,

individualityandcontribu(onbyproposingvirtualgoodsthatshowstatus,whilerepresen(ngameanfor

playerstotaciturnlyexpressiden(ty.Notonlythat,buttherhythmoftherepe((vegameplaymechanicsis

brokenbytheplayersneedtoexploreandfindotherenthrallings(muliMayers&Miller,1954;Miller&

Zimbardo,1958).Moreover,theplayerisdrivenbytheneedtoexploretheirneighbourshouses,asaway

tofindinterac(onandconnec(on.

Thepersuasivedesignisbasedonthereward-gameplayrepe((on-rewardpa\ern,wheretheplayersin-

gameac(onsandthetypeofgameplayofferediscommandedfromthedesign.

Somegameplaymechanicshadextrinsicrewardsthatblockedthegameplaybyaskingtheplayertorequest

otherplayersandfriendstocontributetowardstherealiza(onofthereward.Thein-gamecommunica(on

issilentandimpersonal,makingtheobjectacquisi(onastrenuouseffort.

Atthisstagethedesignoffersalterna(vesthroughSimCash.Theplayerthatiscompletelyabsorbedinthe

gameplaycanbepersuadedtobuySimCash.

Otherpersuasivetechniquescanbeseenwhenself-inducedac(onsbecomeblockedbythegame.An

exampleiscookingandwri(ng.Atthestart,theac(vi(eswereautonomous,butthemoretheplayer

advancedinskill,themoreblocksthegameputinthewayofdoingtheac(on.Asaconsequencethe

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intrinsicmo(va(onshiVstobecomeextrinsicsincetheac(onisnotanymorepromptedbyanautonomous

choice,butitispromptedbytherewardsofferedbythegame.

With(metheplayerislevel20,withahouseworth55thousandSimoleons),thenumberoftheac(ons

theplayerwasintrinsicallymo(vatedtodo,graduallybecamelower.

Designerscondi(ontheuserstoperceivethemajorityofthegameplaymechanicsaspleasurableatthe

startofthegame.AVerwards,whenapleasants(muliisassociatedwiththeac(onsimilarlytoSkinners

operantcondi(oningchamber),thedesignbroughtthegametoshiVthemo(va(onfromintrinsicto

extrinsic.Bycrea(ngassocia(veprocessesthatemploycondi(oning,designersareabletopreservethe

enjoyabilityoftheintrinsicmo(va(onsincetheac(onwasrepeatedseveral(mes,itisassociatedwiththe

reward)andkeeptheusersengagedwiththegameevenwhenshiVingfromanI-PLOCapproachtoanE-

PLOCone.

Anothertechniquethatfeaturespersuasionisin-gameproductsadver(sement,whichactsasinternal

publicityforproductsandquests.Theadver(sementsarevisualizedatintermi\entperiodsof(meand

whentheplayerleVthegameformorethan1minute.

Itwasno(cedthatsuchin-gameadver(sementcanprompttheneedforgoodsthattheuserwas

previouslyunawareofwan(ngorevenunwillingtopurchasePackard,1957).

TheSimsSocialfeaturesaplethoraofpersuasivegameplaymechanics.Itsmechanicsarebasedontothe

mone(za(onprinciple,wherethecustomerdesireforgoodsispromptedbytheever-changingandalways

expandingrepertoireofpolishedgoods.Notonly,butsincethereisapossibilitythatthecustomeror

formalplayerisnotwillingtospendanyin-gamemoney,TheSimsSocialasthemajorityofsocial

networkinggameshascreatedasetofpersuasivegameplaymechanicsthattrytopersuadetheusers

intoinvi(ngtheirfriendsandpurchasingin-gamegoodsenergy,points,questitems...)throughSimCash.

Roberta Saliani 36


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List of References

Ahlers,R.,Driskell,J.E.&Garris,R.2002).Games,mo(va(on,andlearning:Aresearchandprac(cemode.

Simul/on&Gaming,33,4,441-467.

Albor,J.2011).SystemsatPlay:TheConstruc/onofInterna/onalSystemsinSocialImpactGames.

Unpublishedmastersdisserta(on,UniversityofSanFrancisco,California,UnitedStatesofAmerica.

Aronson,J.M.2002).Improvingacademicachievement:Impactofpsychologicalfactorsoneduca(on.

Amsterdam:AcademicPress.

Bayer,H.M.,&Glimcher,P.W.2005).MidbrainDopamineNeuronsEncodeaQuan(ta(veReward

Predic(onErrorSignal.Neuron,47,129141.

Belin,D.,Mar,A.C.,Dalley,J.W.,Robbins,T.W.,&Everi\,B.J.January01,2008).Highimpulsivitypredicts

theswitchtocompulsivecocaine-taking.ScienceNewYork,N.Y.),320,5881,1352-5.

Bogost,I.2007).Persuasivegames:Theexpressivepowerofvideogames.Cambridge,MA:MITPress.

Bogost,I.2010).The2010GameDevelopersConference.PaperpresentedatThe2010GameDevelopers

Conference,NewYork,NY.

Bogost,I.(2011).Persuasivegames:Exploita


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ickinson,V.,&Newcomer,J.R.(1998).U.S.PatentNo.6,224,485B1.ashington,C:U.S.Patentand

TrademarkOffice.

Eisenberger,R.,&Cameron,J.(January01,1996).etrimentaleffectsofreward.Realityormyth?.The

AmericanPsychologist,51,11,1153-66.

Fergusson,M.,&eidemann,T.(2010).PlayingwithFire:EthicsandGameesign.Gamasutra.Retrieved

fromhDp://www.gamasutra.com/view/feature/6218/playing_with_fire_ethics_and_game_.php

Gee,J.P.(2005).Whyvideogamesaregoodforyoursoul:Pleasureandlearning.Melbourne,Vic.:Common

GroundPublishing.

Hamari,J.,&Lehdonvirta,V.(February05,2010).Gamedesignasmarke


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Pujol,N.(2011).Themindsharemarket:Thepowerofanalterna9vecurrency.S.l.:CreateSpace.119.

Radoff,J.(2011).GameOn:EnergizeYourBusinesswithSocialMediaGames.Indianapolis:iley.118-124.

Stokes,2005.

Skinner,B.F.(1938).Thebehavioroforganisms:Anexperimentalanalysis.NewYork,London:.

Appleton-Centurycompany,incorporated.

Skinner,B.F.(March,1984).TheEvolu


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Appendices

Appendix A

Operant Conditioning

Table1

Operant Conditioning Environment Action

Presented Removed

Response oforganism

Increases/continues Positivereinforcement

Negativereinforcement

Decreases/stops Presentedpunishment

RemovedPunishment(extinction)

!!!!

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Appendix B

The Sims Social Screenshots

Cooking

Wri(ng

Theloca(ons

feature

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Appendix C

The Sims Social Screenshots

BeachHouse

Peacockbo\om

righthand

corner)GrandPa(sserie

centreleV)

Physiological

needsofSim&

mopfloor.

Ontheright

theavatarrepairsthe

toilet.

42

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Appendix D

The Checklist

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Appendix E

The checklist: continuation

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Appendix F

NotesCollectedDuringtheResearch

Relevantandnotrelevanttothestudy.

Thereisinherentsa


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Onemanagementconsul


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Aristotlesno


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takechoicesaccordingtothewillofbeingagoodhumanbeing.InAristotlesterms,ethicsisapraxisguidedbythe

phonensisorjudgmentofthehumanbeingsthathavethedesiretoachievevirtue.

Ifagameisasetofunambiguousrulestheplayerhastoacceptinordertoachievegoals,itmightbepossibletosay

thatagoodplayerinAristoteliansenseiswhoobeystherulesandusesherjudgmentinordertoachievethegoals

giventheappropriatecircumstances.Ifthisweretrue,thewholeno

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