I must admit, I’m not much of a gamer. Even the word conjures images of nerdy teenagers sitting in front of their computer shooting aliens with a joystick. I’m not trying to offend all you gamers out there, in fact that’s the opposite of the point of this post. While I was once known as a fierce Donkey Kong and Mario Kart competitor-and have even boxed, bowled and golfed on the Wii-I really know nothing about the gaming phenomena. I decided to explore the modern world of gaming, and was surprised at what I found.
Gaming has moved beyond fantasy-themed quests, cars racing around landscaped tracks, and signature offensive plays from the 2008 Superbowl teams. Granted, those are still a BIG part of the gaming market and have gained even more popularity than when I was young thanks to MMOG’s. What really fascinated me as I was exploring some of the more popular online games was how companies are leveraging them to sway public opinion and fuel business- all while tricking their users into thinking they are having fun.
The best example I can find of this new societal influence gaming companies have is in Persuasive Games, an Atlanta, GA based company. Persuasive Games designs and builds electronic games with a purpose. Their games aim to educate players and prompt them to take action. They serve as modern lobbying tools for societal issues.
The first game I played is “Fatworld,” which explores the relationship between obesity and the food we eat, and how socioeconomic status ties into both of these. I created my character to start off at an average weight, with no food allergies. From there, I design a menu for myself, which of course must factor in my budget for groceries, as healthier foods such as fresh produce are more expensive. I can choose my level of exercise and watch how my weight and health will play out over time. This game is so interesting because it shows its user how your health is directly tied to the choices you make in diet and exercise, and there are so many layers and nuances that affect the overall outcome. In the end, I’m invested in my character, I’ve gained an experience that is similar to real-life.
That’s the whole thought-process behind persuasive games. Companies are using them not only for education, but as a media message that will change societal opinion and influence legislation. If “Fatworld” had been around 20 years ago, perhaps the FDA would have implemented the nutrition labeling system on the foods we eat that much sooner.
There’s a lot of information out there about how gaming is changing society. Persuasive Games runs a blog that covers the gaming industry outside of the entertainment sphere- it’s called Water Cooler Games, and there’s a lot of good stuff there. Also, Gamasutra covers the entire industry, from an entertainment and business perspective, very thoroughly. For me, I have a lot more work to do before I can call myself a gamer- but I’m happy with what I’ve found so far.
DC Maven 