Improving The Efficacy Of Games for Change Using Personalization Models
summary
Built a predictive model from an initial 108-participant study mapping seven gamer types to eight persuasive strategies, then deployed two Junk Food Aliens variants (one emphasizing competition, one emphasizing reward) in a 272-player pre/post control study. Tailored versions that matched a player’s modelled type produced significant positive changes in healthy-eating attitude, intention, and self-efficacy versus contra-tailored versions; contra-tailoring sometimes produced negative change, and improved play experience does not explain the effect.
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chapters (8)
- 0:00Introduction to personalization in games
- 2:54Problem with one-size-fits-all games
- 4:21Research on gamer types and strategies
- 7:10Designing tailored game versions
- 9:19Evaluating game efficacy with study
- 12:50Mediation analysis of play experience
- 14:58Key findings and conclusions
- 15:41Q&A session
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