Nudging Through Play: The Science of Designing Games That Change You

Introduction: A New Kind of Game

Imagine a game that does more than just entertain — it guides you toward better habits, learning new skills, or becoming more productive, all without you even noticing. That’s the idea that sparked our journey into combining behavioral science with game design.

It all started with a simple observation: small changes in how choices are presented can lead to big shifts in behavior. These subtle shifts are known as “nudges.” We wondered: Could we use nudges to create games that not only capture attention but also help people make better choices? This curiosity led us to the book Nudge by Richard H. Thaler and Cass R. Sunstein, which opened up a whole new world of possibilities.

Discovering Nudge: A New Way to Look at Behavior

Reading Nudge was an eye-opener for our team. The book explains how tiny tweaks — like setting a default option — can have a big impact on decisions, from choosing healthier foods to saving more money. What fascinated us was how these “nudges” work subtly, encouraging better choices without forcing anyone’s hand.

Inspired by this, we thought: What if we could build these nudges right into a game? What if the game could gently guide users to positive actions without them even realizing it? And even better, what if these games could tap into the body’s natural responses, like releasing feel-good chemicals such as dopamine, to make these changes stick? The idea was exciting, and we were ready to explore it.

The Big Idea: Games That Help You Change, Without You Noticing

With these thoughts in mind, we set out to design games that could act as engines for nudges. Our brainstorming sessions were filled with energy and ideas. Could we make a game that encourages exercise by making it fun? Could we create one that makes learning feel like a social adventure? We wanted games that were not only fun but could also help people build better habits naturally.

Three game ideas came to life, each designed to influence behavior in a different way:

• TapTap: This game gets you moving! The idea is simple: keep your in-game character moving by tapping the screen in rhythm. But here’s the twist — users can earn more points and unlock cool power-ups by actually moving in real life. This game is designed to trigger the release of endorphins and dopamine, the body’s natural “feel-good” chemicals, turning exercise into a fun and rewarding experience.
• Tweet Tweet: Learning becomes a social experience with this game. Users earn points by sharing their progress or helping others with their challenges. It taps into the brain’s reward system for social connection, releasing oxytocin — the “love hormone” — when users get positive feedback from their peers. The more users see their friends achieving, the more they’re nudged to keep learning and contributing.
• Ding Dong: A game that helps you get things done. It uses default task lists and gentle reminders to nudge users to complete daily tasks. By rewarding users for finishing tasks, the game triggers small bursts of dopamine, making productivity feel satisfying and addictive. The game learns from the user’s behavior and keeps things fresh, always finding new ways to keep them motivated.

These games were designed to do more than just entertain — they were about turning everyday actions into engaging and positive experiences. We were excited to see how these ideas could come to life and make a difference.

Turning Ideas into Reality: Building Games That Nudge

Taking these concepts from the drawing board to actual games was a challenging but thrilling experience. We quickly learned that designing games that effectively nudge behavior meant understanding both how games work and how our brains respond to them. Could we really design games that influence behavior without users even knowing? Could we trigger the brain’s reward system to make these nudges feel natural?

We built early versions of the games to test our ideas. Watching our first users interact with them was fascinating. In TapTap, some users loved the rhythm and the idea of moving to earn rewards. But we noticed that if the rewards came too often or were too predictable, they lost their magic. We had to tweak the game’s feedback loops to keep users in that perfect state of “flow,” where the game was just challenging enough to keep them fully engaged.

With Tweet Tweet, we saw how powerful social nudges could be. Users lit up when they got praise from their friends for their progress, showing how social connections can drive behavior. But we also learned that too much encouragement could feel pushy, while too little could lead to users losing interest. Finding the right balance was key.

Learning from Science: How Physiology Shapes Our Games

As we refined our games, we realized the importance of understanding the science behind behavior. We studied models like the Fogg Behavior Model, which helped us figure out when and how to deliver nudges to make them most effective. Timing was everything — nudges that appeared when motivation was high had a much stronger impact.

We also dove into how habits form in the brain, especially in the basal ganglia, a part involved in building routines. This knowledge helped us design game elements that encourage users to repeat small actions, turning them into habits over time. In Ding Dong, we added features that adapt to the user’s progress, keeping them challenged but not overwhelmed — just enough to keep that motivation high and prevent burnout.

The more we learned, the more excited we became about using science to create games that don’t just entertain but also help users make positive changes in their lives.

What’s Next: Launching Games That Make a Difference

Now, as we get ready to launch these games, we’re more excited than ever. We believe we’ve created something new — games that are fun to play but also help users grow, learn, and develop healthier habits. By blending the best of behavioral science with engaging gameplay, we’re aiming to create experiences that have a lasting impact, one nudge at a time.

But this is just the beginning. We see endless possibilities for games to become tools for personal growth, wellness, and learning. We invite you to join us on this journey — whether as a user, a tester, or a fellow creator curious about the potential of nudging, play, and human physiology. Let’s discover together what games can do!