Playable Frames: Embedding gain/loss, moral, and interaction-oriented appeals into game rules and NPC dialogue

Design controlled game modules where persuasive frames are implemented as rules and goals (procedural framing) and via NPC interactions (question/dialogue-based, anthropomorphized). Compare with conventional textual overlays. Vary source cues (official vs. influencer NPCs) to address source effects identified in youth vaping messaging. This is novel because prior work noted a mismatch between procedural/textual persuasion and player expectations in political games. This project systematically manipulates frames inside mechanics (e.g., moral “protect others” succeeds when players aid NPCs; gain/loss trade-offs in resource use) and social delivery (interactive NPCs), aligning with the game’s core loop rather than bolting on ads. It synthesizes procedural persuasion with interaction-oriented anthropomorphism and addresses source effects by comparing official, peer, and influencer NPCs. It can incorporate conceptual metaphors in level design and test statistical vs. narrative moral responsibility presentation through in-game dashboards vs. story cutscenes. The promising aspect is that aligning frames with player agency and feedback loops can evoke moral elevation or risk perception through play itself, enabling precise telemetry for dose, sequence, and persistence of persuasion effects. The impact offers a blueprint for ethically persuasive game design that respects player experience while improving outcomes in civic participation, public health, and sustainability education.

References:

1. Are you talking to me?: Product anthropomorphized messaging and persuasion. Hsuan‐Hsuan Ku, Yi-Tiang Shiu (2025). Marketing Intelligence & Planning.
2. Digital Games as Persuasion Spaces for Political Marketing: Joe Biden’s Campaign in Fortnite. Jenniffer Soto De la Cruz, Teresa de la Hera, Sara Cortés Gómez, P. Lacasa (2023). Media and Communication.
3. “It’s My Moral Responsibility to Protect Others!” Examining the Effects of Moral Framing and Message Format on Influenza Vaccination Attitude and Intention. Bingbing Zhang (2024). Health Communication.
4. Health Messaging Strategies for Vaping Prevention and Cessation Among Youth and Young Adults: A Systematic Review. Jiaxi Wu, Emelia J. Benjamin, Jennifer Cornacchione Ross, J. Fetterman, Traci Hong (2024). Health Communication.