When researchers first began to explore how people could become so utterly immersed in virtualworld computer games, they were mystified. How is it that people put more effort into these games than they put into their day jobs and personal relationships? Why, when they’re playing, are they content to work so hard for so long without pay?
Were these gamers, having misspent their youth in darkened rooms, now just wired differently? Were we seeing the evolution of a Millennial step-change in human psychology?
The insights emerging from this research have profound implications, not just for the world of work, but for aspects of a nascent “engagement economy.”
And notions of “gamification” – the implementation of highly engaging game mechanics, loyalty programmes and behavioural economics, to drive user engagement – lie at the very heart of the matter.
As we build a new digital economy, it’s almost inevitable that we’ll all have more leisure time – and “gamified” platforms will help us use that time beneficially.
Game Change explores some of the truly revolutionary initiatives we’ve seen in this field. It unpicks the compelling mechanisms in play and offers insights on putting theory into practice.
So, game on.