One of my buddies and fellow SAP Mentor Ethan Jewett wrote a thought-provoking piece about a topic currently seeing a lot of hype (especially here on SCN): gamification. For a change - I mostly agree ...
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I had my share of gaming (been slacking lately) and I spent more time playing on my Xbox the last couple of years than I would like to admit. My favorite game types are RPGs and sim-racing titles.
From my personal experience I can confirm that good storytelling and creative game-design is what keeps me engaged. One of my all-time favorites is Mass Effect: brilliant story and a great interaction design. What really makes the game special though is that it remembers the decisions you make throughout the game and there are multiple story lines, so no pre-determined path to trot down - but 'find your own'.