Players
Fanboys
Why do they exist?
Regular
Marketing Games
Games
Cheating
Annonymity
Deindividuation
Self fades
"You can't see me"
Behaviour controlled
by group/environment
Pro-social
Anti-social
Reduced self-monitoring
I can't see me
Social norms don't apply
Social disease
Spreads during social comparison
One cheater increases risk of friends cheating
More abstractions in game == more cheating
Most people cheat in small ways
Social comparisons
Stopped by public shaming
Buying
reinforces opinion
Need to avoid
cognitive dissonance
Difference between:
"What we think" and "What we do"
Want to be part of a group
Traits
Actively ignore that
which they don't agree with
Immersion
Developing Games
Keeping interest
Loot
Super important
Random drops
Random timing
Show user's status in game
Points
Trophies
Achievements
Psychological reactance
Delay making a choice
Hate to loss options
Zeigarnik effect
"Endowed-progress effect"
Pre-occupied with started tasks
Self-determination theory
Relatedness
Autonomy
Competence
Dunning-Kruger effect
Better to be a big fish, in a small pond
Social
Not all comparisons are equal
Difference between 1st and 2nd > 101st 102nd
Compare against friends
Determine how well we are doing
Rich mental model
Change reference point
Technology and design working together
Cues from real world
Avoid loading screens
Encourage prolonged focus
Sales
Consumers love bargains
Scarcity drives sales
Psychological reactance makes people overvalue based on lose
Surprise
"Less is more"
Better to get more of something that less even if we end up with the exact same amount
Anchoring on largest difference
Percentage difference if < 100
Price difference if > 100
Will be used to determine "bargain" value
In-app purchase
Self-control is a finite resource
Timing of when to show
up-sell is super important
Sales better after mentally tough task
Decouple real money from game value
More spending
"Funny money"
Purchase in-game
money in non-even packages
Takes advantage of Zeigarnik effect
Coffee shop loyalty card giving 2 stamps with card
0 is a magic number
People prefer flat rates
People hate to lose, more than like to gain
Social proof
High ratings drive sales
Early reviews super important as they set the tone of future reviews
People want to repay favours
Emotional states can be transferred by shopper to shopper
Avatars
Enclothed cognition
Clothes we wear affect, what we do
Powerful when we get to create our avatar
Proteus Effect
Behave how we expect others to expect as to behave
Powerful for advertising
Social learning
Learning by watching others do
Health benefits
Working memory
Visual acuity
Peripheral vision
Quick decision making
See ourselves doing things
All you can eat
Status-quo effect
Default option commonly accepted
Set default as our preferred option
Everything about the player
Free promos or discount offers?
Skinner box
Can be designed
No consequences
Also called "Spatial-presence"
Example of Micheal's view on revision
Don't assume you don't fall into this category
Free
Even when they pay more overall
App Store
Don't want to admit that
we may have made a mistake
Choice-supportive bias
Choose to ignore new or
conflicting information about our purchase
Makes people react
emotionally rather then logically
Angry due to attacks
on product == attacks on self
Don't want to feel
we made a bad choice
Good to be agreed with
Animal instinct
Entrenched in their views
Lash out emotionally