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

2. 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?

3. 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”.

4. 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

5. 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

9. 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

10. 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.

11. 1st level of persuasion: signs
Textual persuasion

12. 1st level of persuasion: signs
Visual persuasion

13. 1st level of persuasion: signs
Sonic persuasion and multimodal signs

14. 1st level of persuasion: signs
Haptic persuasion

15. 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

16. 2nd level of persuasion: system
Narrative persuasion

17. 2nd level of persuasion: system
Cinematic persuasion

18. Procedural persuasion
2nd level of persuasion: system
Procedural persuasion

19. 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

20. 3rd level of persuasion: context
Social persuasion

21. 3rd level of persuasion: context
Tactical persuasion

22. 3rd level of persuasion: context
Affective persuasion

23. 3rd level of persuasion: context
Sensorial persuasion

24. 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