Forget high scores; video games offer far more profound lessons for designers than mere ‘gamification.’ It's a bold statement, but it highlights a crucial point about how we approach engagement in various industries. We often hear about ‘gamification’ – using game mechanics like points and leaderboards to keep users hooked. But is that all there is?
Lee Schuneman, Chief Product Officer at Efekta Education Group and a former game designer, thinks we're missing the bigger picture. He argues that the true value of game design lies in understanding how to foster genuine engagement and motivation, not just superficial rewards.
Schuneman, who previously honed his skills at the UK video game studio Rare, developing titles like Diddy Kong Racing and Star Fox Adventures, believes that game design principles can revolutionize education. He emphasizes the importance of keeping students immersed in the learning experience, just as games keep players hooked. But here's where it gets controversial... He's exploring integrating agentic AI into Efekta's education services, blending it with gaming elements to boost student engagement. This is particularly relevant given the shortage of English-language and STEM teachers in the Global South. Efekta's AI learning assistant is already reaching 4 million students across Latin America.
Now, let's explore how the gaming industry itself is leveraging AI. Haiyan Zhang, General Manager and Partner of gaming AI at Xbox, envisions AI sparking imagination about the future of play. She highlights the potential for AI to preserve classic games, allowing new generations to experience them in fresh ways. Imagine introducing arcade classics like Pac-Man or Qbert to new audiences through innovative AI-driven experiences.
Beta Liu from NetEase Games showcases how AI is transforming their flagship product, Sword of Justice, an MMORPG centered on wuxia. The game's AI engine creates countless non-player characters (NPCs) with unique storylines, remembering players' decisions and reacting accordingly. Since its launch in China in 2023, the game, powered by DeepSeek's technology, has attracted millions of players. On November 7, NetEase launched Sword of Justice in global markets.
Liu explains that AI is more than just a buzzword; it empowers players and provides them with creation tools within the game. For instance, players can animate their characters to follow popular social media trends. Ultimately, game designers aim to elevate the player experience with AI. Xbox recently introduced an AI co-pilot on mobile and PC, allowing players to ask questions and receive assistance while gaming.
And this is the part most people miss... It's not just about winning; it's about making gaming more fun and exciting. What do you think? Do you agree that the lessons from game design extend beyond simple gamification? How do you see AI shaping the future of gaming and other industries? Share your thoughts in the comments below!
