Two of the ten point in the HUGHTRAIN Mk II, that are directly relevant to game design.
“1. The market for something to believe in is infinite.
We are here to find meaning. We are here to help other people do the same. Everything else is secondary. We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature.
“7. Your job is no longer about selling. Your job is about firing off as many synapses in your customer’s brain as possible.
The more synapses that are fired off, the more dopamines are released. Dopamines are seriously addictive. The more dopamines you release, the more the customer will come back for more. Your customer thinks he is coming back to you for sane, rational, value-driven reasons. He is wrong. He is coming back to feed.
1 – get the subject, setting, story and situations right, so that people care about them and they have meaning.
7 – dopamine is at the heart of lots of human behaviour. Get your rewards paying out in dopamine, and create anticipation for rewards & outcomes to pay out more dopamine in advance.