Neurogamification allows us to fully program motivation and affective responses in human brains by using our knowledge of how the brain and the mind work. It goes much beyond primitive techniques to generate addiction or the emotional responses that are currently employed by different communication media and in Advertising.
Neurogamification touches us at our cores. It touches our minds, our concept of self, the idea of self-determination and our concept of the soul. When neurogamification has come to full fruition we will have a disturbing window on how we make decisions and how our brain works. It is still to be seen whether our concept of what being human means and how we derive meaning from life can withstand that knowledge unscathed. There are also significant risks associated with this knowledge and manipulation capability. Should organizations be able to manipulate people with their consent? How would we manage the ability to predict behavior? What would happen if a totalitarian institution captures a population through full manipulation? Would willing 99% majorities count as a democracy if they are based on neurogamification manipulation?
Neurogamification is based on a series of converging disciplines. On one side, psychology, gaming and behavioral economics that have been deepening our understanding of why and how we make decisions with increasingly elaborated experiments. On the other side, we have a growing body of knowledge around the brain, neuroanatomy, neurophysiology, and others, which gives us great anatomical knowledge of how its configured and increasing knowledge about how it works dynamically. All of this is underpinned by Digital and Integrated Reality which gives us the capability to increasingly control the environment in which our mind operates improving our capability to understand it and affect it. Customer experience, game design, and neuromarketing are three examples of specific disciplines that try to take what we are capable of and apply it to specific domains.
This paradigm shift covers a number of distinct but connected areas. First, our capability to understand what is going on in the mind of a consumer, employee, investor or citizen by seeing how she behaves in the world and what is the pattern of neural activation. Second, the creation of engaging experiences that uses the brain’s functioning to make us intrinsically motivated to perform in a certain way. Third, the therapeutic uses of this knowledge to break negative brain circuits that trigger habits like overeating, or even clinical conditions like depression.
Understanding what is going on in the brain could be called “Google Analytics for the mind”. This is the dream of any marketer or salesperson come true. Instead of guessing and what works, you could actually see were in the neural patterns of engagement your pitch is breaking down. Ubiquitous cameras and powerful image analysis software from Integrated Reality allows an understanding of detailed physical behavior. Combined with a neural scanning of brain activation it would allow getting a complete picture of the behavior of each customer for each offering. With Intelligent Process we could extract knowledge and act upon this data. Is it a word that triggers a negative association? Do we just tune out at the beginning?
Engaging experiences are now given a variety of names, customer engagement, customer experience, gamification… In the end it is all about using our knowledge about how the brain works to create extremely engaging experiences. Of course, this can be addictive, and it takes us into an ethically questionable territory. What is clear is that gamification elements using psychological knowledge can be used to boost engagement and make customers, users and employees want to behave how we want them to behave or even how they want to behave themselves.
Finally, therapeutic uses are increasingly available. Our knowledge is taking us deeper into the understanding of depression and addictions. What we are seeing is that psychological afflictions often have an underlying cause in brain chemistry unbalances. So we can use the power of integrated reality and digital to confront and treat these conditions. Again, it is easy to fall into questionable territory as one person’s therapy is another’s manipulation.
Neurogamification will be tremendously impactful across industries and change every one of the areas of economic and human activity. While it might not transform any particular value chain, it will probably change the way we think and go about many fundamental human activities. While it has its dark side, it is also full of possibility. The opportunity of a world of full engagement in which we are as excited to go to work, learn or do our taxes, as an addicted Candy Crash player could boost human potential and human happiness beyond what we can imagine.
Even though neurogamification is probably the most incipient of the six paradigm shifts described it is already being deployed widely both in ways we can already consider facts, as well as others that are still speculations.
- Addictive cues in games. Just one more level.
- User engagement. The new world of zero friction.
- Shopper Analysis and neuromarketing. Optimizing the brain funnel.
- Gamification. Playing to buy.
- Serious games. Playing to work and learn.
- Gamified /VR therapy and training. Playing to heal.
- Brain structure and function. The most complex structure in the universe.
- Mind structure and function. The ghost in the machine.
- Engagement in corporations. From Human Resources to Employee Game Design.
Potential Future: Game of life. Creating meaningful and engaging life, work and learning.