Motivational game design patterns of 'ville games

The phenomenal growth of social network games in the last five years has left many game designers, game scholars, and long-time game players wondering how these games so effectively engage their audiences. Without a strong understanding of the sources of appeal of social network games, and how they relate to the appeal of past games and other human activities, it has proven difficult to interpret the phenomenon accurately or build upon its successes. In this paper we propose and employ a particular approach to this challenge, analyzing the motivational game design patterns in the popular 'Ville style of game using the lenses of behavioral economics and behavioral psychology, explaining ways these games engage and retain players. We show how such games employ strategies in central, visible ways that are also present (if perhaps harder to perceive) in games with very different mechanics and audiences. Our conclusions point to lessons for game design, game interpretation, and the design of engaging software of any type.