The present of persuasion: Research into persuasive game effects

The process of validating persuasive games involves demonstrating that such games are changing or reinforcing specific sets of attitudes in their players. The first wave of validation efforts consisted of simple effect studies in which a full game was compared to other persuasive media or straightforward control conditions. While this led to the conclusion that some persuasive games did indeed ‘work’, it did not afford generalizations on the viability of gaming as a persuasive medium. We describe these first efforts before showing how subsequent studies are evolving from determining the effects of individual games to testing player-oriented experiential models accounting for multiple persuasive mechanisms. Our conclusions draw on psychological and media-psychological theories of persuasion to offer a roadmap to validating persuasive games.