Product design and psychology: The Application of Social Pressure in Video Game Design

Keywords: Social Pressure, Video Gaming, Game Design, Player Behaviour, Social Gaming

Abstract:

This scholarly paper delves into the intricacies of social pressure as a tool for psychological manipulation in video game design. It emphasizes the diverse applications and implications of social pressure in manipulating player behaviour, fostering engagement, and enhancing monetization. Detailed case studies provide a comprehensive understanding of the deployment of this technique, illustrating the concept from a product designer’s viewpoint.

Introduction:

The modern gaming landscape has undergone a significant transformation with the rise of social gaming. The incorporation of social elements within games, coupled with the widespread adoption of social media platforms, has paved the way for a new form of player manipulation — social pressure. This paper aims to explore the exploitation of social pressure in video games, focusing on its application, implications, and ethical considerations.

Social Pressure in Gaming: Conceptualization and Design

Social pressure, in the context of gaming, refers to the influence exerted by peers or the wider gaming community on an individual player’s actions, decisions, and experiences. This can manifest in various ways, from cooperative gameplay mechanics, peer comparisons, and social rewards, to public leaderboards and shared achievements.

Cooperative gameplay mechanics often involve tasks that require teamwork, creating pressure on individual players to perform and contribute. Peer comparisons, in which players’ in-game achievements are made visible to others, can also create a competitive environment, encouraging players to play more or even make in-game purchases to keep up with their peers. Social rewards and recognition provide positive reinforcement, driving players to perform certain actions or engage more with the game.

Case Study: Among Us

In the indie game Among Us, social pressure is utilized as a core gameplay mechanic. Players must debate and vote on who they suspect is an imposter, creating a high-pressure social environment where persuasion, manipulation, and consensus building are critical. Players often feel pressure to conform to group decisions or risk being cast out, reflecting real-world social dynamics.

Case Study: Clash Royale

Supercell’s Clash Royale capitalizes on social pressure through its clan system. Players can join clans and participate in clan wars, where their individual performance contributes to the overall success of the clan. Public leaderboards within the clan further fuel competition, creating a social pressure to continuously engage with the game and perform well.

Implications for Game Design

Understanding and leveraging social pressure can be a powerful tool for game designers. However, ethical considerations must be central to its deployment. Excessive pressure can lead to player stress, negative experiences, and toxic community environments. Designers must thus aim to strike a balance, creating engaging social experiences that motivate rather than alienate players.

Conclusion

The exploitation of social pressure in video game design has proven to be a potent tool for influencing player behaviour and fostering engagement. Nevertheless, careful attention must be given to the potential psychological impact on players and the creation of a supportive, inclusive community. As the gaming industry continues to evolve, the ethical application of social pressure and other psychological principles will be pivotal to designing enjoyable and healthy gaming experiences.

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