Tom Chatfield: 7 ways video games engage the brain

Summary

This transcript explores the fascinating power of video games, highlighting how they engage players through complex reward systems that tap into emotional and psychological processes. The speaker discusses the immense growth of the gaming industry, how games balance ambition and enjoyment, and how they use data to optimize player engagement. The lessons learned from game design can be applied to education, business, and government, enhancing motivation, collaboration, and behavior in the real world. The speaker emphasizes that understanding these mechanics can revolutionize how we approach learning, personal development, and societal challenges.

Takeaways

• 😀 Video games are incredibly powerful in terms of imagination, technology, and concept, and they are uniquely compelling in their ability to engage players emotionally and cognitively.
• 😀 The video game industry is the fastest-growing media industry, surpassing even recorded music in revenue, with projections showing its continued growth.
• 😀 People spend billions of dollars each year on virtual items that exist only within video games, demonstrating the immense value people place on virtual experiences.
• 😀 Games provide intense emotional rewards by combining two processes: the 'wanting' (ambition and drive) and the 'liking' (fun, pleasure, and beauty).
• 😀 Video games have a remarkable ability to measure everything players do, collecting massive amounts of data that can be used to refine reward systems and enhance player engagement.
• 😀 The reward system in games is carefully calibrated to maintain engagement by controlling the type, rate, and intensity of rewards, ensuring a balance between challenge and reward.
• 😀 Games use uncertainty and probability to make the process of achieving goals (such as collecting items) engaging and rewarding, keeping players motivated.
• 😀 Feedback mechanisms in games provide instant reinforcement, which helps players learn and stay engaged, making the process of learning more dynamic and rewarding.
• 😀 The element of uncertainty in rewards (such as rare items) taps into the brain's dopamine system, stimulating players and making them eager to continue playing.
• 😀 Lessons from video games can be applied outside gaming to fields such as education, business, and government, creating systems that motivate, engage, and incentivize people in new ways.

Q & A

What is the main reason the speaker is in awe of video games?

The speaker is in awe of video games because of their ability to motivate, engage, and captivate players in ways that no other human invention has, especially through their power to compel people and foster emotional engagement.

How has the video game industry grown over time, according to the speaker?

The video game industry has experienced significant growth, from a worth of 10 billion dollars in 1990 to 50 billion dollars today. It is expected to be worth over 80 billion dollars within the next few years, surpassing the recorded music industry.

What is particularly surprising about the virtual economy in video games?

One of the most surprising aspects is that people spend real money on virtual items that exist only in video games. For example, a virtual asteroid in the game 'Entropia Universe' sold for 330,000 real dollars, showing the immense value placed on virtual goods.

What are the 'wanting' and 'liking' processes in gaming, and how do they relate to emotional engagement?

The 'wanting' process refers to ambition and drive, where players work hard to achieve goals, while the 'liking' process is about fun, affection, and delight. These two processes combine to create intense emotional engagement, as players are both driven and rewarded by the experience.

What role does data play in the gaming experience?

Data plays a critical role in gaming by allowing games to track and measure player behavior, adjusting the frequency, intensity, and type of rewards to keep players engaged. This data-driven approach is key to maintaining long-term player interest.

How does the reward schedule in games keep players engaged?

The reward schedule in games is designed to keep players engaged by offering rewards at carefully calibrated intervals, ensuring that players are neither too frustrated nor bored. The unpredictable nature of rewards, like rare items, also keeps the engagement high.

What is the significance of 'uncertain rewards' in gaming, and how does it affect the brain?

Uncertain rewards are particularly powerful because they excite players by creating a sense of unpredictability. This taps into the brain's dopamine system, which is associated with reward-seeking behavior, making the uncertain reward more stimulating and engaging.

How can the lessons from video games be applied to education?

In education, lessons from games can be applied by using 'experience bars' to measure student progress, rewarding effort consistently, breaking tasks into smaller, manageable goals, and introducing elements of uncertainty to maintain engagement.

What example does the speaker give of using game principles in business?

The speaker suggests that business sectors, like energy conservation, could benefit from game-like systems by setting calibrated targets, incorporating uncertainty, and encouraging collaboration and competition among groups to enhance engagement and outcomes.

What is the role of social interaction in gaming, and how can it be applied outside of games?

Social interaction is a key motivator in gaming, where cooperation and teamwork are encouraged through reward systems. These mechanisms can be extended into real-world situations to improve group collaboration and motivation, such as in work teams or community initiatives.