What activation can learn from games design

This is a fantastic presentation by Sebastian Deterding. Just click a few slides to see what I mean: very clear, informative and full of thought-starters.

Based on the same premise made by Volkswagen in its fun theory that ‘fun is the easiest way to change people’s behaviour for the better’, he explains how games have tackled that, and how other User Experience designers could benefit from those learnings.

Although it’s skewed to digital UE designers, I think the same applies word by word to any kind of experience or behaviour design, which is exactly what we are meant to be doing. And particularly relevant to any kind of digital activation. Another must-read.

Thinking of applying some game theory to your next promo?

Regional Executive Creative Director Geometry Global Asia Pacific