A foundation for the persuasive gameplay experience

Games are increasingly used for purposes that stretch be-yond their primary strength as medium for entertainment.The interactive nature of games provide players with variousopportunity to deal with complex (societal) issues on a moreinvolved and personal level, far more than any other mediumaffords. As such it is not surprising to see that games offer agreat platform for persuading players to adopt a particularperspective on events that occur in the real, physical, world.Games for persuasion, or games for attitude-change, havebeen a topic of discussion over the past decade. Concretedesign strategies however, to analyze persuasive gameplayor guide the designer in embedding persuasive messages ingameplay, are scarce. As such, to advance the disciplinewe have set our focus on the development of strategies thataid the persuasive game design process. In this paper we de-scribe the Attitudinal Gameplay Model as foundation for thePersuasive Gameplay Experience. The model serves as anoverview of what game elements can be utilized for persua-sion, how they are interrelated and what mental processesof the player are important to take into account.