The Project

The “Persuasive Gaming in Context” project, is a four year project (2013-2017) funded by the NWO Topsector Creative Industries. The research in this project is concerned with the characteristics, design principles, and effectiveness of persuasive gaming. We study gaming practices that combine the dissemination of information with attempts to engage players in particular behaviors and attitudes.

The project is a collaboration between three Dutch universities: the University of Utrecht (UU) (Department of Media and Cultural Studies), the Eindhoven University of Technology (TUE) (Department of Industrial Design) and the Erasmus University of Rotterdam (EUR) (Department of Media and Communication). The members of the team are: Prof. dr. Joost Raessens (UU), Prof. dr. Ben Shouten (TUE), Prof. dr. Jeroen Jansz (EUR), Dr. Teresa de la Hera (Postdoc) (UU), Drs. Martijn Kors (PhD Candidate) (TUE) and Drs. Ruud Jacobs (PhD Candidate) (EUR).

We organized our collaboration according to the model presented in Figure 1. Each pillar amounts to an accumulation of expert knowledge. The unique collaborative feature of this proposal is symbolized by the arrows representing the planned recursive interaction between different expertise

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A unique feature of the project is the collaboration with partners in the Dutch game industry enabling us to immediately relate and apply our knowledge drawn from Game Studies, Media Studies, validation research and research on Game Design to practical demands of the industry.

Theoretically, we develop the innovative approach of a constant and intense interaction between what is drawn from theory with the actual design of game experiences. The subsequent merger between design and validation research provides a crucial testing ground to assess and validate the value of the knowledge we aim to produce.

The process of persuasion is approached from a humanities perspective focusing on the interplay of different persuasive dimensions, including storytelling and playful interaction. The cases extend beyond traditional videogames incorporating also transmedia storytelling platforms and
ambient games creating play experiences closely integrated in the context of e.g. city life, therapy or education.

The ultimate goal is the construction of a dynamic model for persuasive game development and implementation that is accessible for the industry as well as the research community. We are confident that this close collaboration between the industry and the academic world will contribute to improving the international competitive position of the Dutch game industry.

Find more information about the project here: PDF.