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Psychological Needs and Facebook Games
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•
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An Introduction to Needs and Motives Theory
How is this supposed to be used?
Case Examples
Notable Findings
Psychological Needs and Facebook Games
NEED
Water
MOTIVE
Thirst

BEHAVIOR
Buy a drink

PRESS
Hot day

Personalities are a reflection of behaviors
resulting from underlying needs/motives/press
(Murray, 1938).
• Murray assumed that the human natural state
is a state of disequilibrium, and that is why
people have needs—to satisfy the lack of
something.
• Social casual games in the Facebook context
are successful, because they satisfy these
needs (Ines & Abdelkader, 2011).
NEED
MOTIVE

BEHAVIOR

PRESS

• Definition: A need is a physiological (primary) or psychological
(secondary) feature that arouses an organism to action toward a
goal, giving purpose and direction to behavior
Physiological needs
• Required for survival
• Based upon biological
demands, such as the need
for oxygen, food, and water

Psychological Needs
• Have no specific origin in
the body
• Concerned with emotional
satisfaction

• Psychological Needs are most relevant to Facebook games
• They occur largely at an unconscious level
• Hierarchical: An individual’s needs can have different levels of strength
NEED
MOTIVE

BEHAVIOR

PRESS

• State of tension within a person due to an
unmet need (Example: thirst)
• Motives propel people to perceive, think, and
act in ways that serve to satisfy a need
NEED
MOTIVE

BEHAVIOR

PRESS

• External pressure plays a significant role in the
transition from needs to motives (example: hot day)
• Both objective (alpha) and subjective (beta) press
exist
Alpha Press

Beta Press

• Press governed by
external factors in
behavior.

• A kind of press
that is dependent
to the individual.
NEED
MOTIVE

BEHAVIOR

PRESS

Example:
A 30-year-old woman is not yet married.
• Alpha press: Her relatives say that she
should marry soon.
• Beta press: “They’re mocking me for
being single! I’m not born to be alone.
They’ll see. I’ll marry a perfect man.”

Example:
My crops are withering in FarmVille.
• Alpha press: Without water, the plants will
die.
• Beta press: “I want my friends to be
jealous of my shiny plants, so I need to
keep them healthy.”
Primarily psychological needs, combined with
press (both alpha and beta), will influence the
types of games we play and our behaviors while
playing.
Psychological Needs and Facebook Games
• People play in order to satisfy psychological
needs.
• By exploring the psychological needs and
motives of the players, we can examine how
people play.
• David C. McClelland, psychological theorist at
Harvard University 1956-1986, identified a trio of
basic needs.
ACHIEVEMENT

INTIMACY

POWER
Achievement:
Woo Hoo! Just
finished a level!
ACHIEVEMENT

POWER

INTIMACY

• People who have a high need for
achievement:
– Prefer activities that offer some challenge, but not
too much
– Enjoy tasks where they are personally responsible
for the outcome
– Prefer tasks where feedback on their performance
is available
ACHIEVEMENT

POWER

INTIMACY

Psychological Need
Achievement

Exhibition

Recognition

Description of Need
Examples of Features
To overcome obstacles • Levels within the games
and succeed
• Optimization: best output, always
producing, no wasted actions, beat the
system
To attract attention
• Public announcement of trophy/level
up/etc
• Show off your avatar/world
• Notifications of gifts/requests
To gain approval and
• Display of recognition for having
social status
advanced to a higher level in the game
Aggression:
Beastie to
defeat
Dominance: How
am I compared to
my friends?
ACHIEVEMENT

POWER

INTIMACY

• People with a high need for power are interested
in controlling situations and impacting others.
• Sex differences affect the way power needs are
expressed.
– Men with high power needs show high levels of
aggression and participate in competitive sports.
– Women channel their high needs for power by being
more concerned and caring.

• People with a high need for power show strong
stress responses with frustration and conflict,
including high blood pressure.
ACHIEVEMENT

POWER

INTIMACY

Psychological Need
Autonomy

Description of Need
To resist others and
stand strong

Examples of Features
• Can be played individually

Aggression

To injure others

•

Defeating another player

Blame Avoidance

To avoid blame and
obey the rules

•
•

Follow rules within the game
Not cheat

Deference

To follow a superior, to •
serve

Following a leader within game (Note:
there is no reference for this in
Facebook games that I know of)
ACHIEVEMENT

POWER

INTIMACY

Psychological Need
Dominance

Description of Need
To control and lead
others

Examples of Features
• Recruit friends as helpers
• Ask your friends to use the app
• Comparison, ladder.

Harm-avoidance

To avoid pain

•

Avoidance of a penalty, loss of XP,
damage to equipment

Contrariance

To be unique

•
•

Customize avatar
Customize town
Nurturance: Help
your friends in
just one click!
Affiliation: These
are your real-life
friends.
ACHIEVEMENT

POWER

INTIMACY

• Need for warm, close, communicative interactions with
others
• Women, on average, have a higher need for intimacy
than men
• People with a high (compared to those with low) need
for intimacy:
– Spend more time during day thinking about relationships
– Report more pleasant emotions when around other
people
– Smile, laugh, make more eye contact
– Start up conversations more frequently and engage in
more written communication
ACHIEVEMENT

POWER

INTIMACY

Psychological Need

Description of Need Examples of Features

Affiliation

To make
associations and
friendships

General Communications
• IM or Chat
• Mailbox
• Online/offline state of your friends
Social Collaborative Actions
• Visiting Friends/help friends
• Gift friends
• Recruit friends as helpers
• Fictive Collective quest
• Actual Collective actions/quests
• Exchange objects (i.e., for
collections) Share
requests/objects/ I'm looking for
• Vote for friends (best of...)
• Share your wealth (when winning a
trophy, etc.)
ACHIEVEMENT

POWER

INTIMACY

Psychological Need

Description of Need Examples of Features

Nurturance

To protect the
helpless
To relieve tension,
have fun, or relax

Play

•
•
•
•

Rejection

To exclude another

Succorance

To seek
•
protection/sympath
y from others

Help another player advance in the
game
Peaceful, unthreatening, relaxing
environment within the game
Humor
Exclusivity of tribe
Calling upon a friend to help you
within the game
Once the Trio of Basic Needs are met within a game, other
types of needs work in conjunction to enhance gameplay.

MATERIALISTIC
ACHIEVEMENT
INTIMACY

POWER
INFORMATION

DEFENSE
Construction: Look
what I’ve built!

Order: Organized
to how I see fit!
Construction: Look
what I’ve built!

Building something is most
impressive when:
• It’s built upon accomplishments
(Achievement)
• It’s seen and interacted with by
others (Intimacy)
• It’s compared with something
built by someone else (Power)

Order: Organized
to how I see fit!
Psychological Need
Acquisition

Description of Need
To obtain possessions

Construction

To build or create

Order

To arrange, organize,
and be precise
Keeping things

Retention

Examples of Features
• Accumulation: always get more, time
investment converts into game
advancement
• Need for Completion: need to fill-up,
complete, be whole.
• Player must feel emotionally connected
to what they are collected or see value
• Build something
•

Organize how you see fit for optimal use

•

Knowledge that when you leave the
game, your items will still be there when
you return
Sentience: I’ve
mastered this
game.
Understanding: I
advance in the
story by advancing
in the game.
Sentience: I’ve
mastered this
game.
Understanding: I
advance in the
story by advancing
in the game.

Growing with the story and
feeling mastery is most engaging
when:
• You’ve accomplished something and
earned the right to progress in the
story(Achievement)
• Friends can contribute to the
storyline(Intimacy)
• The feeling of mastery can be
compared to feeling more like a
master than others(Power)
Psychological Need

Description of Need

Examples of Features

Understanding
(Cognizance)

To analyze and
experience, to seek
knowledge
To provide
information, educate

•

Advancing in the story by advancing in
the game.

•

To have subjective
experiences

•

Recruitment of friends by being
responsible for educating them about
the game
Feeling of “mastery” of a game

Exposition

Sentience
Psychological Need

Description of Need

Examples of Features

Counteraction
Defendance
Infavoidance

To defend honor
To justify actions
To avoid failure,
shame, or to conceal a
weakness

•
•
•

•

Protect status within game
Optimization of choices
Avoidance of challenges which are too
difficult for skill level
Avoidance of display of a failed level
Psychological Needs and Facebook Games
PSYCHOLOGICAL NEED
*Achievement Needs
Achievement
Exhibition
Recognition
*Power Needs
Autonomy
Aggression
Blame Avoidance
Contrariance
Deference

DESCRIPTION OF NEED

Dominance
Harm-avoidance
*Affection Needs

To control and lead others
To avoid pain

Nurturance
Play
Rejection
Succorance
Affiliation
Materialistic Needs
Acquisition
Construction
Order
Retention
Information Needs
Understanding (Cognizance)

To protect the helpless
To relieve tension, have fun, or relax
To exclude another
To seek protection/sympathy from others
To make associations and friendships

Exposition
Sentience
Defense of Status Needs
Counteraction
Defendance

To provide information, educate
To have subjective experiences

Infavoidance

EXAMPLES OF FEATURES

To overcome obstacles and succeed
To attract attention
To gain approval and social status

Level up
Show off your kingdom
Show off your achievements on your wall posts

To resist others and stand strong
To injure others
To avoid blame and obey the rules
To be unique
To follow a superior, to serve

Ability to play alone
Beat up the beasties
Follow rules, not cheat
Customize avatar/kingdom
To follow the orders given by who assigns the quest
Recruit friends as helpers , Ask your friends to use the app,
Comparison
Perform actions to avoid beasties taking over kingdom

To obtain possessions
To build or create
To arrange, organize, and be precise
Keeping things
To analyze and experience, to seek knowledge

To defend honor
To justify actions
To avoid failure, shame, or to conceal a
weakness

Protect the princess from the beasties, beat beasties in your
friends’ kingdoms
Pleasant, relaxing environment within the game
Recruit some friends to help, but not all
Send requests for help from friends
Send requests for friends’ help, ask them to join your kingdom
Acquire items for potions and further exploration
Build your kingdom
Put the animals, tree, and flowers where you want them
Keep items in your inventory
Advancing in the story by completion of quests
Recruitment of friends by being responsible for educating them
about the game
Feeling of being immersed in the game
Protect status within game
Arrange buildings for optimal use, move crops towards ponds
No failed levels

A LOT
PSYCHOLOGICAL NEED
*Achievement Needs
Achievement
Exhibition
Recognition
*Power Needs
Autonomy
Aggression
Blame Avoidance
Contrariance
Deference

DESCRIPTION OF NEED

Dominance
Harm-avoidance
*Affection Needs
Nurturance
Play
Rejection
Succorance
Affiliation
Materialistic Needs
Acquisition
Construction
Order
Retention
Information Needs
Understanding (Cognizance)

To control and lead others
To avoid pain

Exposition
Sentience
Defense of Status Needs
Counteraction
Defendance

To provide information, educate
To have subjective experiences

Infavoidance

EXAMPLES OF FEATURES

To overcome obstacles and succeed
To attract attention
To gain approval and social status

Level up
Show off your achievements on wall posts
Show off your achievements on wall posts

To resist others and stand strong
To injure others
To avoid blame and obey the rules
To be unique
To follow a superior, to serve

Ability to play alone

Follow rules, not cheat
Minimal room for customization
To follow the orders given by who assigns the mission
Recruit friends as helpers , Ask your friends to use the app,
Comparison

To protect the helpless
To relieve tension, have fun, or relax
To exclude another
To seek protection/sympathy from others
To make associations and friendships

Clicking tiles is pleasant, focus challenge
Recruit some friends to join, but not all
Send requests for help from friends
Ask friends to join game

To obtain possessions
To build or create
To arrange, organize, and be precise
Keeping things

Acquire items for evidence – not all items have a clear value
Can be done minimally in lab
Keep items in your inventory

To analyze and experience, to seek knowledge

To defend honor
To justify actions
To avoid failure, shame, or to conceal a
weakness

Advancing in the story by completion of quests
Recruitment of friends by being responsible for educating them
about the game
Feeling of being immersed in the game

No failed levels

Total

WAY LESS
• CastleVille did a good job of making sure they had all needs
covered from several angles, and very clearly.
• CSI: Crime City covered some, but not all of the needs. Of the
needs defined, they were less clear.
• Theory dictates that the more needs that are met, the more
people will want to play (Ines & Abdelkader, 2011).
• Please refer to attached checklist to quantify the needs met
in your game.
•

Social interaction motive was the strongest predictor of the time actually spent on
gaming (Jansz & Tanis, 2007).

http://vgresearcher.wordpress.com/2007/05/10/appeal-of-online-first-person-shooters-jansz-tanis-2007/

•

People play games to change or structure their internal experience (Lazzaro, 2004).
As a result, players feel a variety of emotions during game play. Three out of Four
Keys are necessary in order to unlock emotion:
– Hard Fun
– Easy Fun
– Altered States
– The People Factor

http://www.slideshare.net/NicoleLazzaro/gdc-4-emotions-social-games-lazzaro-slides-100311

•

Murray’s categories of needs are used to underline several characteristics of social
casual games in order to understand what motivates people to play in the
Facebook context. Authors found that the more needs met, the more MAU.

http://www.mirlabs.org/ijcisim/regular_papers_2011/Paper80.pdf
For me, personality is [a] jungle
without boundaries.
—HENRY MURRAY

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Psychological Needs and Facebook Games

  • 2. • • • • An Introduction to Needs and Motives Theory How is this supposed to be used? Case Examples Notable Findings
  • 4. NEED Water MOTIVE Thirst BEHAVIOR Buy a drink PRESS Hot day Personalities are a reflection of behaviors resulting from underlying needs/motives/press (Murray, 1938).
  • 5. • Murray assumed that the human natural state is a state of disequilibrium, and that is why people have needs—to satisfy the lack of something. • Social casual games in the Facebook context are successful, because they satisfy these needs (Ines & Abdelkader, 2011).
  • 6. NEED MOTIVE BEHAVIOR PRESS • Definition: A need is a physiological (primary) or psychological (secondary) feature that arouses an organism to action toward a goal, giving purpose and direction to behavior Physiological needs • Required for survival • Based upon biological demands, such as the need for oxygen, food, and water Psychological Needs • Have no specific origin in the body • Concerned with emotional satisfaction • Psychological Needs are most relevant to Facebook games • They occur largely at an unconscious level • Hierarchical: An individual’s needs can have different levels of strength
  • 7. NEED MOTIVE BEHAVIOR PRESS • State of tension within a person due to an unmet need (Example: thirst) • Motives propel people to perceive, think, and act in ways that serve to satisfy a need
  • 8. NEED MOTIVE BEHAVIOR PRESS • External pressure plays a significant role in the transition from needs to motives (example: hot day) • Both objective (alpha) and subjective (beta) press exist Alpha Press Beta Press • Press governed by external factors in behavior. • A kind of press that is dependent to the individual.
  • 9. NEED MOTIVE BEHAVIOR PRESS Example: A 30-year-old woman is not yet married. • Alpha press: Her relatives say that she should marry soon. • Beta press: “They’re mocking me for being single! I’m not born to be alone. They’ll see. I’ll marry a perfect man.” Example: My crops are withering in FarmVille. • Alpha press: Without water, the plants will die. • Beta press: “I want my friends to be jealous of my shiny plants, so I need to keep them healthy.”
  • 10. Primarily psychological needs, combined with press (both alpha and beta), will influence the types of games we play and our behaviors while playing.
  • 12. • People play in order to satisfy psychological needs. • By exploring the psychological needs and motives of the players, we can examine how people play.
  • 13. • David C. McClelland, psychological theorist at Harvard University 1956-1986, identified a trio of basic needs. ACHIEVEMENT INTIMACY POWER
  • 15. ACHIEVEMENT POWER INTIMACY • People who have a high need for achievement: – Prefer activities that offer some challenge, but not too much – Enjoy tasks where they are personally responsible for the outcome – Prefer tasks where feedback on their performance is available
  • 16. ACHIEVEMENT POWER INTIMACY Psychological Need Achievement Exhibition Recognition Description of Need Examples of Features To overcome obstacles • Levels within the games and succeed • Optimization: best output, always producing, no wasted actions, beat the system To attract attention • Public announcement of trophy/level up/etc • Show off your avatar/world • Notifications of gifts/requests To gain approval and • Display of recognition for having social status advanced to a higher level in the game
  • 18. ACHIEVEMENT POWER INTIMACY • People with a high need for power are interested in controlling situations and impacting others. • Sex differences affect the way power needs are expressed. – Men with high power needs show high levels of aggression and participate in competitive sports. – Women channel their high needs for power by being more concerned and caring. • People with a high need for power show strong stress responses with frustration and conflict, including high blood pressure.
  • 19. ACHIEVEMENT POWER INTIMACY Psychological Need Autonomy Description of Need To resist others and stand strong Examples of Features • Can be played individually Aggression To injure others • Defeating another player Blame Avoidance To avoid blame and obey the rules • • Follow rules within the game Not cheat Deference To follow a superior, to • serve Following a leader within game (Note: there is no reference for this in Facebook games that I know of)
  • 20. ACHIEVEMENT POWER INTIMACY Psychological Need Dominance Description of Need To control and lead others Examples of Features • Recruit friends as helpers • Ask your friends to use the app • Comparison, ladder. Harm-avoidance To avoid pain • Avoidance of a penalty, loss of XP, damage to equipment Contrariance To be unique • • Customize avatar Customize town
  • 21. Nurturance: Help your friends in just one click! Affiliation: These are your real-life friends.
  • 22. ACHIEVEMENT POWER INTIMACY • Need for warm, close, communicative interactions with others • Women, on average, have a higher need for intimacy than men • People with a high (compared to those with low) need for intimacy: – Spend more time during day thinking about relationships – Report more pleasant emotions when around other people – Smile, laugh, make more eye contact – Start up conversations more frequently and engage in more written communication
  • 23. ACHIEVEMENT POWER INTIMACY Psychological Need Description of Need Examples of Features Affiliation To make associations and friendships General Communications • IM or Chat • Mailbox • Online/offline state of your friends Social Collaborative Actions • Visiting Friends/help friends • Gift friends • Recruit friends as helpers • Fictive Collective quest • Actual Collective actions/quests • Exchange objects (i.e., for collections) Share requests/objects/ I'm looking for • Vote for friends (best of...) • Share your wealth (when winning a trophy, etc.)
  • 24. ACHIEVEMENT POWER INTIMACY Psychological Need Description of Need Examples of Features Nurturance To protect the helpless To relieve tension, have fun, or relax Play • • • • Rejection To exclude another Succorance To seek • protection/sympath y from others Help another player advance in the game Peaceful, unthreatening, relaxing environment within the game Humor Exclusivity of tribe Calling upon a friend to help you within the game
  • 25. Once the Trio of Basic Needs are met within a game, other types of needs work in conjunction to enhance gameplay. MATERIALISTIC ACHIEVEMENT INTIMACY POWER INFORMATION DEFENSE
  • 26. Construction: Look what I’ve built! Order: Organized to how I see fit!
  • 27. Construction: Look what I’ve built! Building something is most impressive when: • It’s built upon accomplishments (Achievement) • It’s seen and interacted with by others (Intimacy) • It’s compared with something built by someone else (Power) Order: Organized to how I see fit!
  • 28. Psychological Need Acquisition Description of Need To obtain possessions Construction To build or create Order To arrange, organize, and be precise Keeping things Retention Examples of Features • Accumulation: always get more, time investment converts into game advancement • Need for Completion: need to fill-up, complete, be whole. • Player must feel emotionally connected to what they are collected or see value • Build something • Organize how you see fit for optimal use • Knowledge that when you leave the game, your items will still be there when you return
  • 29. Sentience: I’ve mastered this game. Understanding: I advance in the story by advancing in the game.
  • 30. Sentience: I’ve mastered this game. Understanding: I advance in the story by advancing in the game. Growing with the story and feeling mastery is most engaging when: • You’ve accomplished something and earned the right to progress in the story(Achievement) • Friends can contribute to the storyline(Intimacy) • The feeling of mastery can be compared to feeling more like a master than others(Power)
  • 31. Psychological Need Description of Need Examples of Features Understanding (Cognizance) To analyze and experience, to seek knowledge To provide information, educate • Advancing in the story by advancing in the game. • To have subjective experiences • Recruitment of friends by being responsible for educating them about the game Feeling of “mastery” of a game Exposition Sentience
  • 32. Psychological Need Description of Need Examples of Features Counteraction Defendance Infavoidance To defend honor To justify actions To avoid failure, shame, or to conceal a weakness • • • • Protect status within game Optimization of choices Avoidance of challenges which are too difficult for skill level Avoidance of display of a failed level
  • 34. PSYCHOLOGICAL NEED *Achievement Needs Achievement Exhibition Recognition *Power Needs Autonomy Aggression Blame Avoidance Contrariance Deference DESCRIPTION OF NEED Dominance Harm-avoidance *Affection Needs To control and lead others To avoid pain Nurturance Play Rejection Succorance Affiliation Materialistic Needs Acquisition Construction Order Retention Information Needs Understanding (Cognizance) To protect the helpless To relieve tension, have fun, or relax To exclude another To seek protection/sympathy from others To make associations and friendships Exposition Sentience Defense of Status Needs Counteraction Defendance To provide information, educate To have subjective experiences Infavoidance EXAMPLES OF FEATURES To overcome obstacles and succeed To attract attention To gain approval and social status Level up Show off your kingdom Show off your achievements on your wall posts To resist others and stand strong To injure others To avoid blame and obey the rules To be unique To follow a superior, to serve Ability to play alone Beat up the beasties Follow rules, not cheat Customize avatar/kingdom To follow the orders given by who assigns the quest Recruit friends as helpers , Ask your friends to use the app, Comparison Perform actions to avoid beasties taking over kingdom To obtain possessions To build or create To arrange, organize, and be precise Keeping things To analyze and experience, to seek knowledge To defend honor To justify actions To avoid failure, shame, or to conceal a weakness Protect the princess from the beasties, beat beasties in your friends’ kingdoms Pleasant, relaxing environment within the game Recruit some friends to help, but not all Send requests for help from friends Send requests for friends’ help, ask them to join your kingdom Acquire items for potions and further exploration Build your kingdom Put the animals, tree, and flowers where you want them Keep items in your inventory Advancing in the story by completion of quests Recruitment of friends by being responsible for educating them about the game Feeling of being immersed in the game Protect status within game Arrange buildings for optimal use, move crops towards ponds No failed levels A LOT
  • 35. PSYCHOLOGICAL NEED *Achievement Needs Achievement Exhibition Recognition *Power Needs Autonomy Aggression Blame Avoidance Contrariance Deference DESCRIPTION OF NEED Dominance Harm-avoidance *Affection Needs Nurturance Play Rejection Succorance Affiliation Materialistic Needs Acquisition Construction Order Retention Information Needs Understanding (Cognizance) To control and lead others To avoid pain Exposition Sentience Defense of Status Needs Counteraction Defendance To provide information, educate To have subjective experiences Infavoidance EXAMPLES OF FEATURES To overcome obstacles and succeed To attract attention To gain approval and social status Level up Show off your achievements on wall posts Show off your achievements on wall posts To resist others and stand strong To injure others To avoid blame and obey the rules To be unique To follow a superior, to serve Ability to play alone Follow rules, not cheat Minimal room for customization To follow the orders given by who assigns the mission Recruit friends as helpers , Ask your friends to use the app, Comparison To protect the helpless To relieve tension, have fun, or relax To exclude another To seek protection/sympathy from others To make associations and friendships Clicking tiles is pleasant, focus challenge Recruit some friends to join, but not all Send requests for help from friends Ask friends to join game To obtain possessions To build or create To arrange, organize, and be precise Keeping things Acquire items for evidence – not all items have a clear value Can be done minimally in lab Keep items in your inventory To analyze and experience, to seek knowledge To defend honor To justify actions To avoid failure, shame, or to conceal a weakness Advancing in the story by completion of quests Recruitment of friends by being responsible for educating them about the game Feeling of being immersed in the game No failed levels Total WAY LESS
  • 36. • CastleVille did a good job of making sure they had all needs covered from several angles, and very clearly. • CSI: Crime City covered some, but not all of the needs. Of the needs defined, they were less clear. • Theory dictates that the more needs that are met, the more people will want to play (Ines & Abdelkader, 2011). • Please refer to attached checklist to quantify the needs met in your game.
  • 37. • Social interaction motive was the strongest predictor of the time actually spent on gaming (Jansz & Tanis, 2007). http://vgresearcher.wordpress.com/2007/05/10/appeal-of-online-first-person-shooters-jansz-tanis-2007/ • People play games to change or structure their internal experience (Lazzaro, 2004). As a result, players feel a variety of emotions during game play. Three out of Four Keys are necessary in order to unlock emotion: – Hard Fun – Easy Fun – Altered States – The People Factor http://www.slideshare.net/NicoleLazzaro/gdc-4-emotions-social-games-lazzaro-slides-100311 • Murray’s categories of needs are used to underline several characteristics of social casual games in order to understand what motivates people to play in the Facebook context. Authors found that the more needs met, the more MAU. http://www.mirlabs.org/ijcisim/regular_papers_2011/Paper80.pdf
  • 38. For me, personality is [a] jungle without boundaries. —HENRY MURRAY