Make-Believe in Gameful and Playful Design

Gameful and playful design aspire to make existing activities and systems more engaging by infusing them with the engaging qualities of games and toys. One such quality is make-believe, the constitution of fictional “as ifs”. While frequently evoked, actual work on make-believe in gameful and playful design has remained quite scarce and scattered. This chapter therefore draws on neighbouring fields to break out five major design aspects of make-believe: theming; storification; scripting, ruling, and framing; role-play; and their integration in unified experiences. For each, the chapter presents explanatory theories; psychological and behavioural effects; design elements and strategies used to evoke said effects; and existing empirical studies. The chapter closes in summarizing how and why playful make-believe design differs from current gamification in form (often artistic one-offs) and technology (often audio); and what limitations future research should try to overcome.