Which is to say: without relying on that hollow word, "fun". From a great anti-"gamification" article by Ian Bogost at Gamasutra earlier this year, a passage that I found particularly useful:
... key game mechanics are the operational parts of games that produce an experience of interest, enlightenment, terror, fascination, hope, or any number of other sensations.
Right now the AAA industry is the same, but I have to admit that they learn the formula because most of the AAA titles are a success.
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