Exploring Player Experience Factors for Designing Persuasive Recruitment Games

Persuasive games, designed to change attitudes and inspire behavior change, have attracted significant interest. In particular, persuasive recruitment games are increasingly in demand due to under recruitment in many occupations. However, research on persuasive games often lacks clear design guidance and tends to focus on individual player experience factors, rather than identifying and prioritizing the most influential ones that should shape design decisions. Our study (n = 957) examined how player experience impacts recruitment interventions aimed at encouraging careers in teaching. We compared three approaches; a persuasive game, a “realistic job preview” (RJP) and a control game. Effectiveness was measured by increases in Interest (in teaching), Person-vocation (PV) fit and Self-efficacy. Results showed that the persuasive game was the most effective at increasing Interest, while the RJP had the greatest impact on PV fit and Self-efficacy. Interest was primarily influenced by experiences of meaning, followed by mastery. Conversely, mastery followed by meaning were the strongest influences on PV fit and Self-efficacy. Experiences of immersion or autonomy had no significant effect on persuasion. We discuss how understanding which aspects of game experience have most impact can aid the design of persuasive games for recruitment and other purposes.