
Photo Credit: Duane Brown (Flickr.com)
“I don’t understand it at all,” said Joseph. “I’ve been developing video games for years, and this just doesn’t make any sense to me.”
“Well, the problem is that you see video games as being structured in a traditional way,” said Amir. “You expect to see them on a disc, or in a cartridge, packaged for sale and put on a store shelf, or available to buy online somewhere. You expect them to come with a manual, or to teach you how to play, and you expect them to have some sort of goal at the end.”
“Yeah, that pretty much sounds exactly like a video game to me,” confessed Joseph. “At least, one you plan to make money off of.”
“Well, we’ve figured out another way,” said Amir. “One that circumvents all of that. One that gets right to the heart of why people are playing.”
“Fun?” suggested Joseph.
Amir smiled in an almost patronizing fashion. Joseph had been his teacher, once. The irony of the situation was amusing. The fact that they were having lunch at an expensive bistro instead of a quick service stop, all at Amir’s expense, was a testament to the difference between the results of their two philosophies.
“Fun has nothing to do with it,” said Amir. “Video games are rarely fun for long.”
“I disagree,” said Joseph. “If a game stops being fun at some fundamental level, the player will move on to something else. You know that.”
Amir shook his head dismissively. “Fun is what gets the player in the door,” he said. “That’s all. Once the player has been engaged, once the experience has started out fun, a game becomes about work. It stops being about fun, and it becomes something far more important.”
“Achievement?” Joseph asked.
“Progression,” said Amir. “The player must move towards some objective, no matter how arbitrary or difficult it is.”
“True, but you have to reward the player, eventually,” said Joseph. “If the game’s impossible, they’ll stop playing.”
Amir smiled at this. “Really?” he asked.”Do you truly believe that?”
“I can’t not believe it,” said Joseph. “It’ s a fundamental of game design.”
“It’s a fallacy,” said Amir. “What keeps the player engaged is not whether or not the goal can be achieved, but whether or not he or she becomes frustrated in achieving it. A goal can be across an endless chasm, impossible to reach, but so long as the player believes that the chasm can be crossed, somehow, and the game leads the player to believe that wholeheartedly, he or she will search for a way.”
“So, that’s the secret to CastleTown, then?” asked Joseph. “People love it because it can’t be won?”
“Precisely,” said Amir with a smile.
Joseph shook his head. “That shouldn’t work,” he said.
“I agree, with a conventional game,” said Amir. “But CastleTown has something other games lack.”
“Oh?” said Joseph. “Enlighten me.”
“Social repercussions,” said Amir. “If you stop playing CastleTown, your peasants will leave and your castle will erode. But your friends who are playing need your Castle to exist. They can allocate a small portion of their resources to keep your Castle intact. And because you are costing them something in the game, they are likely to convince you to come back and continue playing.”
“Well, sure, but what if you just tell them, ‘no?’” Joseph asked. “They’ll quit too, eventually, right?”
Amir shook his head. “You think of the gamer as a solitary, lonely person looking out for his own interests,” he said. “That has been the paradigm of the last thirty years. But the truth is that gamers are people. They want to please other people. It is far easier for them to keep playing and to help their friends work towards that next achievement than it is to leave their friends crippled in the game world. We have data that shows that 90% of gamers will return to the game if a friend asks them to do so.”
Joseph’s eyes widened. “That’s just… sort of evil,” he said. “You’re preying upon peoples’ desire to be liked so they’ll play your game.”
Amir smiled broadly. “We give the game away for free, and we offer the players the opportunity to take shortcuts for a small fee,” he said. “We sell small items to make the gamers stand out amongst their peers, and we host contests that they can pay to enter to win special items they would not be able to earn otherwise. None of this costs us a penny, you understand — whatever we can create for the game, the players want. The quality of the game, the richness of the experience, the power of the graphics — none of those things are important to us. We developed CastleTown in a month and had over 20,000 users in a single day, each of them recruiting their friends to join.”
“And all in the pursuit of an impossible goal,” mused Joseph. “What is the goal, by the way?”
Amir leaned forward. “Whatever the player perceives it to be,” he said quietly.
Joseph felt a chill roll down his back. Amir had stumbled upon something here, something powerful and raw and important where human nature was concerned. And Joseph could not help feeling that it would one day be looked upon as the beginning of a dark era for humanity — a new manipulation, subtle and seemingly harmless, but able to direct large groups of people to give up large sums of money without ever realizing what was happening to them.