This Game is Never Done: Design Leadership Techniques from the Video Game World
Summary
You’ve probably heard a bit about “gamification”: how you can transform obligatory tasks into “fun” motivational ramps using techniques from games. Most of this is wrong! Behavioral science gets us a bit closer, but this session will focus on deep game design techniques that the video game world uses to generate lasting, rather than superficial, motivation. We’ll also dive into creative collaboration techniques used in game development to wrangle talent, the better to create awesome products.
Key Insights
-
•
Online games differ significantly from boxed AAA games by evolving through extended beta periods with real players, enabling live product iteration.
-
•
Game development teams are relatively small and cross-functional, typically under 200 people even for AAA products, fostering close collaboration.
-
•
Player communities in online games are hyperconnected and highly engaged, demanding strict consistency and rapid developer response to maintain immersion.
-
•
Game worlds and organizations behave as complex ecosystems with reinforcing and balancing feedback loops affecting stability and growth.
-
•
Donella Meadows’ concept of leverage points helps designers understand which system changes produce minor versus radical effects on the ecosystem.
-
•
Emergence arises from independent individual actions creating a larger collective behavior, such as schools of fish or organizational culture.
-
•
Failures of empathy between developers and players or among players themselves can cause online worlds to collapse rapidly.
-
•
High turnover or leadership changes risk destabilizing complex systems by disrupting important social and operational loops.
-
•
Design leaders must embrace vulnerability and emotional openness to build trust and cohesion in hyperconnected, highly inspected environments.
-
•
Storytelling and universal mythic themes provide a powerful medium to communicate organizational values and unify culture across diversity.
Notable Quotes
"Being delightful is the only thing that a video game does. It has no other purpose."
"We often say keep the big picture in mind and the devil’s in the details—system design bridges these two opposing needs."
"Ecosystems have reinforcing loops that can be out of control, like algae in a fish tank, and balancing loops that maintain equilibrium."
"Changing low leverage points in a system produces fine tuning, but shifting high leverage points can cause radical disruption."
"When organizations have regime change, shifting high leverage points can cause catastrophic effects, sometimes destructive and unintended."
"Emergence is a property where individual independent actions create a collective behavior like a school of fish moving together."
"Our players are hyperconnected and talking on Discord in real time, which spreads information lightning fast."
"Failures of empathy between developers and community can collapse online worlds just as quickly as technical failures."
"In a hyperconnected world, design leadership is under constant personal inspection, making kindness and empathy really hard."
"You can ask yourself what your organization’s fairy tale is—what universal myth you tell to tie people together."
Or choose a question:
More Videos
"Whether called content strategist or content designer, the focus remains on creating human-centered UX experiences."
Natalie DunbarDesignOps and Content Strategy: Envisioning the Future Together
October 1, 2021
"Langauge is what shapes us, and extracting keywords helps us create narratives to understand how people think."
Andrea GallagherThe Problem Space
May 16, 2019
"Neighborhood immersion is an unstructured exploration of a place loosely related to your topic to stimulate thinking."
Deanna MitchellDesigning with culture: Unlocking impactful insights for Product and UX
March 12, 2025
"Design creates culture, culture shapes values, and those values in turn determine the future."
Meghan Hellstern Joanne DongThe Next 100 Years of Civic Design: How Might We Better Rise to Meet the Challenges of Today and Tomorrow?
December 10, 2021
"Real research by real teams that can build real products and show customers they're listening is massively helpful."
Smitha Papolu Nova Wehman-Brown Melissa Schmidt Adam MenterTheme 3 Discussion
June 4, 2019
"We are the only thing we can control, how quickly we learn and how we adapt based on that learning."
Robin BeersBeyond Insights: Researchers as Organizational Change Catalysts
March 25, 2024
"I don’t think any designers today would hand over judgmental decisions fully to AI."
Cennydd Bowles Dan Rosenberg Lisa WelchmanDay 1 Panel
June 4, 2024
"Screen magnification users are low vision and interact visually with prototypes, so little adaptation is needed."
Sam ProulxPrototype Reviews, People With Disabilities, and You
December 8, 2021
"The car is probably one of the most negative technologies we’ve introduced at scale."
Dan HillDesigning for the infrastructures of everyday life
June 4, 2024
