Sustaining Player Engagement by Designing for Intrinsic Need Satisfaction

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Sustaining Player Engagement by Designing for
Intrinsic Need Satisfaction

• Scott Rigby
• www.immersyve.com

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• Five-year old think tank focusing on highly
  practical, research-driven models for developing
  sustained satisfaction in virtual worlds,
  simulations, and games
• Founding members integrate 15 years of
  interactive media development experience with 30
  years of research in the field of motivation and
  emotion.

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Todays Goals

• Focus on the psychology of player that causes
  sustained engagement rather than just momentary
  fun
• Give you a conceptual take-away of a motivational
  model (Player Experience of Need Satisfaction
  (PENS)) for understanding the deeper
  satisfaction of games
• More than a dozen studies 12,000 gamers and
  counting
• PENS is
• Being applied commercially
• Published scientifically
• Being used is video games studies around the U.S.
  and in several countries internationally

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Todays Goals

1. Review data showing PENS value in designing and
   measuring sustained enjoyment/engagement
   (benefitting retention and growth)
2. Discuss specific examples (RPG structure) and
   take-away ideas for design, development, and
   testing

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Critiquing Fun

• The problem with fun

• is too diffuse a concept
• It doesnt pinpoint the unique psychological
  experience of games (particularly MMOs)
• It isnt precise enough to be of much value
  during design and development

FUN
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Fun sells short the MMO experience

• Often people persist through non-fun things when
  playing
• People play through tension, agony, competition,
  bladder emergencies
• They are willing to work to play (study manuals,
  techniques)
• They engage in socially complex systems and
  interpersonal interactions

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For MMO developers, is fun the best conceptual
framework?

• The language of fun is strained to describe the
  detailed psychology and motivation for games.
• Fun may be the general goal, but development
  lives in details
• Too strong a focus on fun without a good
  understanding of what it really means to MMO
  players can lead us to sell ourselves short in
  what we create and to make the wrong trade-offs
  during development.

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Lets focus on the causes, not the result

• Fun is an outcome, therefore there must be more
  basic psychological causes
• If we focus on the causes of sustained enjoyment,
  theres a better chance of success (with players
  and commercially)

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How do we focus on psychological causes?

• Motivational model (PENS) is based in extensive
  research on human emotion/motivation
• Model is continuously tested in terms of its
  impact on player enjoyment/engagement and
  commercial value.
• Goal is for PENS to have both
• Creative Value
• Business Value
• in the day to day life of game development

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Causal vs. Outcome Metrics
Emotional
Behavioral
Most approaches currently look only here
Momentary Fun Emotional Reactions
e.g. Data Logging
Outcomes
Psychological Causes
We also focus here
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Developers think about what motivates players all
the time
Freedom
Bragging Rights
Great Graphics
Open-ended Gameplay
Cool Weapons
Phat Loot
AI
Customization
Optimal Challenge
Competition
Writing

• How do you know
• Whats right and whats not?
• Why something motivates?
• Whats more important and less important for
  achieving your intended goal?

Story
Killer Sound
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The Underpants Gnomes Dilemma
Design Game
Fun Immersion
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Player Experience of Need Satisfaction(PENS)

• Sustained fun and commercial success occur most
  strongly when specific
• intrinsic motivational needs
• are satisfied by a game

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What are intrinsic motivational needs?

• Intrinsic motivation is when we do things for
  their inherent satisfactions (e.g. games, sports)
• Gamers play without external motivators and
  sometimes through punishment (wife, parents,
  boss)
• By focusing on defining and quantifying what is
  being satisfied, we get a clear model of what
  drives that sustained engagement

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• The PENS model includes three specific
  motivational needs that can help inspire,
  organize/strategize, and test ideas
• Competence Need to successfully grow to extend
  our abilities, skills, and efficacy
• Autonomy Need to experience personal agency
  (volition, not necessarily freedom),
  opportunities for action and choice
• Relatedness Need for meaningful connection to
  others, defined by others support for our
  competence and autonomy

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PENS predictive value for games

• This model has been tested with more than 12,000
  gamers, significantly predicting
• Customer value/enjoyment
• Sustained subscriptions (online games)
• Game ratings (e.g. Metacritic, gamerankings.com)
• Intention to buy sequels/expansions
• Developer loyalty

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PENS conceptual value for MMOs

• These PENS needs provide a new psychometric
  explanation for the success of the RPG structure
• Conceptually - The hero narrative is elegantly
  suited to the satisfaction of all three intrinsic
  motivational needs
• Structurally Implemented well, the RPG
  architecture provides ongoing support across PENS
  needs, both in moment-to-moment gameplay and over
  the long term (e.g. character development)

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Need Satisfaction vs. Fun

• In multiple longitudinal studies with thousands
  of MMO players, we look at

Experiential/Behavioral Commercial
Fun/Enjoyment Sustained Subscriptions
Immersion Perceived Value
Tension/Calmness Expectation of Future Play
Energy/Vitality Word of Mouth (Recommend)
Boredom Will Buy Sequel
Frustration Developer Loyalty
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PENS and Fun
Study 1 800 MMO players

• PENS predicts sustained engagement over nine
  months. Fun does not
• This also supports the idea that
• Need satisfaction (PENS) is explaining fun at a
  deeper level

Commercial Outcome PENS - Month 1 Fun Month 1
Still Playing in Month 9 .41 .01
Interest in sequel/more games by dev .42 .09
This game rocks! .45 .24
Game value .47 .14
Study 1 Multiple Regression Analysis
means that statistically there is a greater
than 99 chance PENS is predicting these outcomes
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PENS and Fun

• Longitudinal Study 2 Studied 2100 days so
  far in the lives of MMO gamers
• Looking at how play real life experiences
  influence sustained engagement with games (i.e.
  future sessions)
• Experiencing need satisfaction during play (PENS)
  is significantly related to re-engagement. Fun
  is not
• Experiencing need satisfaction is significantly
  related to longer subscriptions (i.e. sustained
  engagement). Fun is not

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Why is this the case?

• Because the expression of fun is an emotional
  outcome, it can be fleeting
• Because fun is a less precise construct, it can
  be unclear what it means in terms of long-term
  value to players
• When instead we focus on specific need
  satisfactions that cause sustained enjoyment we
  get clearer and more useful guidance in designing
  and vetting ideas

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PENS Competence

• The experience of efficacy, growth, and mastery
• (Gameplay Character Development)

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Competence - Gameplay

• Experience of mastery in the moment-to-moment
  action of gameplay

• Examples
• Defeating enemies
• Conquering in-game challenges, puzzles, quests,
  etc.
• Competence need is satisfied by
• High success to failure ratio
• The subjective experience of accomplishing what
  was intended

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Competence Mechanics

• Dumb Avatar events are highly frustrating to
  player competence

Obituary Azmodian the Terrible, wielder of the
Twin Blades of Azeroth, slayer of the 1000-fold
Horde, died unexpectedly today by inexplicably
walking into a pot of molten iron. In lieu of
flowers
Action

• Intention
• How often is the players intention successfully
  executed by the game? (i.e. intention/action hit
  rate)
• Mechanics are merely the price of admission to
  the actual game

Its important to check whether that feature
really just bugs people
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Optimal Challenges are important

• Optimal Challenge is a well-worn principle in
  game development. It is when challenges are well
  matched to abilities, stretching people but not
  overwhelming them.
• It occurs in the zone between
• Too easy boring
• Too difficult frustrating or anxiety provoking

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But there are problems with too much optimal
challenge

• Sustained challenge can lead to concentration and
  attention, but also to not wanting to be there
• Simply put, sustained challenge can be exhausting
  and demotivating over time, even if in the moment
  it holds your attention and interest

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Opportunities to express mastery are equally
important satisfiers of competence needs, and
lead to sustained engagement

• Experience of Challenge - Game builds the
  players skill through optimal challenges that
  cause them to reach further than their previous
  skill level
• VS.
• Experience of Mastery Game eases off of the
  effort required by the player to succeed, and
  instead lets the player express mastery and
  dominance

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Daily Diary Sample activities that satisfy PENS
Competence
Activity PENS Competence
Leveled Up -
Explored New Zone/Area
Acquired New Weapon/Armor -
Acquired Rare Item
Acquired Epic Item
Completed Solo Quest -
Completed Group Quest
Crafted -
Raised Crafting Skill -
Satisfaction Probability gt 99
Satisfaction Probability gt 95
Satisfaction Probability gt 90
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Daily Diary Sample activities that satisfy PENS
Competence
Activity PENS Competence
Used Auction House
Used Voice Chat (e.g. Teamspeak/ Vent) -
Socialized (for its own sake) -
Made Character Cooler Looking -
Raised PvP Ranking
Helped out Guild Members
Helped out lowbies -
Buffed random other player -
Satisfaction Probability gt 99
Satisfaction Probability gt 95
Satisfaction Probability gt 90
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Competence satisfactions in the RPG

• Conceptual The player-hero is not just
  mastering moment-to-moment challenges, but is
  integrating experience into personal growth of
  character over time (lasting competence)
• Structural
• Experience System Deeper competence
  satisfactions because success in the moment leads
  to long-term character growth
• Equipment/Items Player can continuously tweak
  ability, stats, etc building greater competence
  satisfaction

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Take Away Tips Maximizing competence need
satisfaction in MMO gameplay

• Dont fixate on the idea of continual optimal
  challenge, particularly in key battles (e.g.
  boss fights)
• Provide consistently positive (but relevant)
  feedback during gameplay (e.g. damage meters,
  combos, quest language, etc)
• Ensure rewards/items are meaningful to
  competence, focusing on both short (gameplay) and
  long-term (character development) satisfactions.
• Sustained enjoyment of your MMO is more a
  function of
• Continued success rather than feeling continually
  stretched
• Ability to express masteries that have been
  obtained (without too much effort)

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Competence satisfactions are not enough for
sustained engagement

• Competence satisfactions are what most developers
  know best (video games began there)
• Games that satisfy competence alone, while
  enjoyable over a short time frame, rarely hold
  the players attention
• A more critical PENS need that MMOs should
  strive to satisfy is the players need for
  autonomy

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PENS Autonomy

• Personal agency and a sense of volition

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Autonomy

• Player I am the cause of my action, not the
  game design
• Feeling of authentic volition
• Not feeling constrained by environment or
  features
• As with all PENS needs, we look at how autonomy
  needs are satisfied in gameplay and character
  development

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Autonomy in Gameplay

• One major contributor to autonomy in gameplay is
  the degree to which you maximize
• Opportunities for Action (OFAs)
• At any given moment
• Variety of objects (or NPCs, players) with which
  you can interact
• Variety of actions available (e.g. combat,
  social, crafting, etc)
• Interactive Opportunities X Possible Actions
  OFAs

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Opportunities for Action in immediate gameplay
Players experience greater autonomy when they
perceive a target rich environment
(exploration, challenges) as well as multiple
modes of interaction
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Opportunities for Action (OFA)

• In my kitchen
• Great variety of interactive objects
• Great variety of actions

• F.E.A.R.
• Great variety of interactive objects
• Less variety of action

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Opportunities for Action (OFA)

• In HL2
• Great variety of interactive objects
• Better variety of action

Result is higher OFAs and greater satisfaction
of autonomy needs
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OFAs are not about expanse, but about perceived
opportunity
Game World 1 10 Interactive Objects
Game World 2 8 Interactive Objects
Hellooooo?
Smaller worlds with more saturation of OFAs are
perceived as offering greater autonomy than
larger tumbleweed worlds
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Take Away Tips Maximize autonomy by minimizing
the Wile E Coyote effect during world
exploration

• Avoid frustrating the players attempts to take
  action

Minimizing autonomy frustrations can be more
important than realistic sets in deepening
immersion and satisfaction
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Diary How certain RPG activities satisfy PENS
Autonomy
Activity PENS Competence PENS Autonomy
Leveled Up -
Explored New Zone/Area
Acquired New Weapon/Armor -
Acquired Rare Item
Acquired Epic Item -
Completed Solo Quest -
Completed Group Quest
Crafted -
Raised Crafting Skill -
Satisfaction Probability gt 99
Satisfaction Probability gt 95
Satisfaction Probability gt 90
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Diary How certain RPG activities satisfy PENS
Autonomy
Activity PENS Competence PENS Autonomy
Used Auction House
Used Voicechat (e.g. Teamspeak/ Vent) - -
Socialized (for its own sake) -
Made Character Cooler Looking -
Raised PvP Ranking -
Help out Guild Members
Helped out lowbies -
Buffed random other player -
Note the relationship between altruism and
autonomy
Satisfaction Probability gt 99
Satisfaction Probability gt 95
Satisfaction Probability gt 90
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Autonomy satisfactions in the RPG

• Conceptual Heroes create their own path. They
  are always their own internal compass, acting
  volitionally even when there is no choice
• Structural
• Equifinality (the end can be reached by many
  paths) (e.g. stat/ability specs, equipment)
• Open World design
• Strong Volitional Contexting
• Advancement Increased Opportunities for Action
  (OFAs)

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Other benefits of maximizing autonomy need
satisfaction

• Autonomy need satisfaction has the strongest
  relationship of the three PENS needs to sustained
  subscriptions
• When players experience deeper levels of
  autonomy need satisfaction, they feel a greater
  sense of immersion in the game world AND in the
  narrative

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PENS Relatedness

• Meaningful connection to others

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Relatedness

• Definition A feeling of meaningful connection to
  others
• Humans are intrinsically motivated to connect
  with others emotionally

Meaningful connections to others is broader
than you might think..
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Take Away Tip Supportive NPCs

• Relatedness needs are best satisfied by NPCs
  when they support the players autonomy and
  competence
• This is best accomplished by positive contextual
  feedback

Hey! Its the Hero of Kvatch! I cant believe it!
Wow!
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Take Away Tip Consider chilling out your NPC
dialogue

• Dialogue and serious attitude from NPCs can be
  demotivating (diminishing feelings of competence
  and autonomy as well)

I havent got all day!
Dont you have something better to do?
Cant you see Im busy!
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Maximizing need satisfaction in multiplayer
competition

• Competitive play is satisfying when
• Theres team play toward common goals (e.g.
  battleground play) (enhance relatedness)
• It provides information and feelings of
  effectance/competence (solo PvP play)
• Even losing/dying can be motivating when the game
  provides mastery feedback (e.g. showing
  improvement over last time around, etc)

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What to avoid in multiplayer competition

• Competition can be demotivating when
• When it creates feelings of performance pressure
  and/or incompetence (e.g. even shame)
• It provides no useful information

NOOb!
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Take Away Tips Some Design Questions when
Maximizing Relatedness

• Do NPC characters offer support to the players
  experience of both autonomy and competence?
• Does Multiplayer offer opportunities for mutual
  support and teamwork, even when it is
  competitive?
• 3. Does the outcome of multiplayer events give
  individual players meaningful feedback that
  allows them to improve their mastery and lead to
  feelings of greater effectance (individually and
  in groups)?

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Diary How certain activities satisfy PENS
Relatedness
Activity PENS Competence PENS Autonomy PENS Relatedness
Leveled Up - -
Explored New Zone/Area -
Acquired New Weapon/Armor -
Acquired Rare Item
Acquired Epic Item -
Completed Solo Quest - -
Completed Group Quest
Crafted - -
Raised Crafting Skill - -
Satisfaction Probability gt 99
Satisfaction Probability gt 95
Satisfaction Probability gt 90
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Diary How certain activities satisfy PENS
Relatedness
Activity PENS Competence PENS Autonomy PENS Relatedness
Used Auction House
Used Voicechat (e.g. Teamspeak/ Vent) - -
Socialized (for its own sake) -
Made Character Cooler Looking -
Raised PvP Ranking - -
Helped out Guild Members
Helped out lowbies -
Buffed random other player -
Satisfaction Probability gt 99
Satisfaction Probability gt 95
Satisfaction Probability gt 90
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Relatedness satisfactions in the RPG

• Conceptual Heroes always act in the interest of
  those who depend on them. They are needed, even
  when they are not understood. They may be lonely,
  but are always meaningfully connected to others
• It is actually Relatedness that distinguishes
  Heroes from Villains
• Structural
• Quests provide meaningful interpersonal context
• Quest narratives tie individual action to the
  benefit of others
• RPG MMO extends this further to the band of
  brothers with other players

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Applying a need satisfaction (PENS) approach

1. Design
2. Development Iteration
3. Playtesting

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Applying a need satisfaction approach -
DesignDesign

• In design, shift your focus to intrinsic needs
  rather than simply emotional outcomes
• How will my design vision satisfy my players
  needs?
• What needs will this feature/content satisfy?
• vs.
• Do I think this will be fun?
• Remember that it isnt an either/or proposition!
  Focusing on needs simply gives you a more
  powerful way to create deeper fun and
  long-lasting satisfaction

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Consider the motivational value of the hero in
designing new ideas

• The hero is valued because psychologically the
  concept strongly addresses all three need
  satisfactions (competence, autonomy, relatedness)
• There is nothing that ties these need
  satisfactions to swords and sorcery per say or
  even to the rules of RPG (e.g. levels)
• By focusing on the needs themselves, rather than
  the proven structures, we hope creativity will be
  facilitated

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Applying a need satisfaction approach -
Development Execution

• During execution, think about how well specific
  game elements are supporting players needs for
  competence, autonomy, and relatedness
• Examples
• Does this zone consistently offer opportunities
  for action, or is it too constricting/too
  expansive? Does my art imply actions that cannot
  be taken?
• Are my NPCs offering contextual support for
  players autonomy and competence?
• Is combat offering positive performance feedback?
  Are challenges balanced with the opportunity for
  expression of mastery

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Underpants Dilemma Revisited
Design/Content Feature
Fun Immersion
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Phase 2 Dilemma Solved!
e.g. Features/Content PENS Analysis PENS Analysis PENS Analysis Sustained Enjoyment
New Feature 1
New Feature 2 - -
New Quest 1 -
New Quest 2 -
New Instance 1 - -
New Feature 3
PENS testing assists with trade-off analyses
Comp.
Aut.
Rel.
Assists in understanding why players are
enjoying/not enjoying features and content
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Applying a need satisfaction approach- Testing

• During playtesting, ask about the satisfaction of
  competence, autonomy, and relatedness rather than
  focusing primarily on emotional outcomes (fun)
• These needs can be meaningfully assessed
  alongside behavioral data logging through
  Likert-style questions pushed to players during
  playtesting and betas

Player behavioral data over time
PENS Need Satisfaction Measures
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Summary

• Thinking about need satisfaction during design
  and execution can inspire more successful choices
  and ideas, and help you vet ideas more accurately
• Asking about need satisfaction specifically
  during your playtesting will give you clearer and
  more predictive insight into maintaining player
  interest than measuring emotional/behavioral
  outcomes alone

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Additional Resources

• Ryan, R., Rigby S., Przybylski, A. (2006). The
  Motivational Pull of Video Games A
  Self-Determination Theory Approach. Motivation
  and Emotion, Springer Science (reprints available
  from Immersyve or at www.springer.com)
• Rigby, S. (2007) The Player Experience of Need
  Satisfaction (PENS). Immersyve white paper
  (email info_at_immersyve.com, or scott_at_immersyve.com
  for a .pdf)

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Thanks!

• For More Information Contact
• Scott Rigby
• scott_at_immersyve.com