Pantone Games explores affective game design in casual mobile games.
Game designers engage users through “intense emotional interactions and experiences” (Khong & Thwaites, 2012). The overarching analytical framework used in Pantone Games to explore affective game design is the uses and gratifications model from the University of Hong Kong in understanding the role of emotions in player immersion which are driven by mobility, entertainment, achievement and relaxation (Chen & Leung, 2016).
In comparison to console and PC games, mobile games are easier to play and less time consuming, they facilitate social interaction and are inherently entertaining and casual (Chen & Leung, 2016).
Cheng and Leung’s uses and gratifications theory assumes the following about a players relationship with a game based on ‘Media Uses and Effects: A Uses and Gratifications Perspective’ by A.M Rubin in 1994:
- Media selection and use is goal-directed, purposive, and motivated;
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