Unpredictability is the Core Drive of constantly being engaged because you don’t know what is going to happen next.

optimize experiences throughout all four phases of the player/user journey.

they are avoiding a change in their habits and behavior.

If you block users from expressing their creativity in ways that are beneficial for the ecosystem, they will ultimately use their creativity to find loopholes and gain the upper hand by playing “behind your back.”

the game also gives you two options: ask your friends to give you a life (Social Treasure), or pay right now (Anchored Juxtaposition). See how all these game techniques work together to become a holistic motivational system towards Desired Actions?

Dropbox is a File Hosting Service based in San Francisco that has obtained extraordinary popularity and success. When you first sign-up to Dropbox, it tells you that you could either a) pay to get a lot of storage space, or b) invite your friends to get more space.

we value the thoughts of people we can relate to, often more than the voice of authoritative experts.

Narrative (Game Technique #10)

the Alfred Effect