Skinner's Box and Video Games: How to Create Addictive Games
This hub is going to talk about the psychology involved in creating addictive video games. Whether we realize it or not, a great deal of video games are made with addictiveness, and not fun, in mind. Considering the success of such video game industry giants such as Zynga, and how much they are worth as a company on the market, it's no surprise that games are being commercialized in such a manner.
Read on as I explain the psychology concept of Skinner's Box and how it relates to video game creation nowadays.
Skinner's Box: A Bite-Sized Summary
Some time ago, a psychologist that went by the name of Burrhus Frederic Skinner decided to put a mouse inside of a box. This box contained a lever which the mouse could press to open a closed compartment, revealing food. The mouse would then be conditioned to expect food after pressing the lever. This is known in Skinnerian psychology as continuous reinforcement.
Skinner, a devious psychologist as he was, decided to start rewarding the mouse's efforts only part of the time (this is known as interval reinforcement). He found that the mouse would keep pressing the lever until it got food, no matter how long it took. Skinner staggered the interval distances more and more, but the mouse pressed on.
The Birth of Addictive Video Games
To understand how offending addictive video games are created, you have to first understand the underlying psychology that is being used. The blue box to the right contains a short summary of Skinner's Box. I'll wait for you to read it...
As you read the summary, you probably started to draw parallels between some of your video game experiences and the situation the mouse went through inside of Skinner's Box. The mouse was conditioned to expect food as a reward for pressing the lever. In addictive video games, you are conditioned to expect a reward for "pressing a lever" as well. In this case, the lever is your mouse, keyboard or gamepad, depending on the video game genre and the game console in question. The reward can be anything from points, to virtual money, to real money, to anything and everything in between.
Once upon a time, video game developers didn't use such underhanded tactics to get people to play their games mostly because they didn't have to. Video games in the old days tended to be short and fun experiences to pass the time. Since their games were inherently fun, people would beat them and restart them countless times, just for the heck of it.
Unfortunately, online games started becoming more popular. While some online games are little more than clones of established classics such as Tetris and Space Invaders, there are some others that exist in a persistent virtual world. Some of these are known as Massively Multiplayer Online Games (more commonly known as MMO Games), where huge amounts of video gamers can get together and accomplish goals together. Others are just casual online games, such as Farmville (a game created by Zynga).
In both cases, the inclusion of a persistent world forced video game developers to find a way to keep their community playing the game as long as possible between content updates. So, the video game companies started doing research. Psychology research (Zynga really went the extra mile here). They realized that all they had to do to get people to play their games for life (or at least a very long time) was bait them, much like how Skinner baited the mouse into mindlessly pressing that lever. Then, it wouldn't matter if they ever updated their game again, as the poor gamer victims were doomed to a life of gaming servitude.
Monetization Schemes in Online Games
Monetization is the main reason why online game developers want to create games you won't want to stop playing. The two most popular schemes of monetization are:
- Pay to play - This involves a subscription (usually monthly) that costs a variable amount of money to maintain (the industry standard seems to be $15).
- Microtransactions - As the name suggests, this involves the player paying for small bonuses to improve their gaming experience. Games that use this model can be free to play or pay to play.
Zynga is king at exploiting microtransactions in their 'Ville games. For example, in Farmville you can use your money to purchase livestock, trees and bushes, which give you a tangible in-game benefit in exchange for some of your real cash.
Why Make An Addictive Game?
The reason is quite simple. In the course of their research video game companies realized that, no matter how fun you make a game, once the fun is over gamers will stop playing (generally speaking; there are many notable exceptions) and go on to another game. In most genres, this doesn't matter as that person has already purchased a copy of the game and there are no upkeep costs or added benefits for the company in question. For online games, there are additional considerations of bandwidth and constant content updates to keep the virtual world fresh and vibrant for the player community. Thus, it's in these companies' best interests to get people to pay for their game on a continued basis.
Check the blue box on the right for a brief explanation of the two most common monetization schemes of online games.
Read below to see a list of qualities that all "created to be addictive" games have in common.
This Has To Be Said
You might be feeling guilty of being addicted to any video game now that I've spent the last few hundred words badmouthing addictive games. However, there is a big difference between a game that's addicting because it's fun to a game that's addictive.
- In the former case, you can't put the game down because it's fun. Once you beat the game, you can just go play the next game and all is well.
- In the latter case, you can't put the game down because you become reliant on it, like a drug. Like other forms of addiction, you can't put the game down even if you hate it!
If you're playing a genuinely fun game, there's no shame in that. If you're playing an addictive game, run away like the plague before it consumes your life!
How to Create Addictive Games
All video games created to be addictive share several traits:
- A reward system that slows down over time. The most common system is the level system, where it takes more and more experience points to get new levels. Zynga's Farmville has crops that take longer and longer to harvest.
- An end goal that is eventually replaced with another end goal, ad infinitum. The creation of new dungeons in World of Warcraft defines this trait.
- A reason to be addictive. I haven't seen an intentionally addictive game that wasn't made that way to make money. Monetization is the name of the game here.
- Repetitive gameplay to the point that it's not fun anymore. The companies are banking on the game being so addicting that you won't care.
The worst part about the whole situation of addictive games is that it shows a vehement lack of care by the video game developers in question. It's as if they're indirectly telling you that you're a mouse in a Skinner Box for them to exploit for big bucks, and not an actual human being.
Why I Hate Zynga
There's too many reasons to mention, but here's three of them, just to give you a taste:
- Exploitation of human psychology to make a quick buck. They even went so far as to hire a Skinnerian psychologist to make their games more addicting. Isn't that admitting that you realize you can't make fun games?
- No effort to innovate. They have a whole series of 'Ville games that only differ cosmetically. Who needs to innovate when you have addictive games, right?
- They're a key proponent in the commercialization of video games, which is a far cry from the humble origins of the industry, when video games used to be works of art.
I could go on all day, but I think these reasons will suffice.
In summary, this hub has explained Skinner's Box and how it relates to the video game industry today. Addictive games are created at the expense of their consumers and it is companies like Zynga that roll in all the cash. The worst part is that these companies don't have any passion for video game development. All they are looking at is the bottom line and how much more money they can milk out of a game or a franchise. While video games have always been a business, at least before there was passion involved.
Only you can put a stop to this tendency by voting with your wallet, or not playing at all (in the case of free to play games with microtransactions).
I'd love to hear your thoughts on this subject, so please post them the comments section.
Until the next time, take care and have fun! ;)
P.S: Before you go, you may want to check out the final blue box of this hub. It talks about Zynga...