The psychology of engaging with gamers

Lena Roland

This event report considers how brands can tap into social gaming, an addictive and increasingly popular leisure activity for both men and women.

The psychology of engaging with gamers

Lena RolandWarc

Social gaming is an increasingly popular leisure activity that, by the end of 2015, will have more female participants than male around the world, according to cyberpsychologist Berni Good. But what is it that makes gaming so addictive and rewarding for players? And how can brands utilise this most interactive and engaging platform?

Good, a gaming enthusiast herself, told Connected World, an MRS conference held in London in July 2015, that gaming taps into various psychological needs. She cited Social Identity Theory (which explains how an individual forms a sense...

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