Applying psychology within games development: What can the gaming industry learn from this discipline

With the increasingly popularity of games, particularly in appealing to wider demographic of player, this calls for a consideration of the underpinnings of our gaming experiences. Evidence to this effect can be a valuable topic of enquiry for game developers, in understanding the impact of the design features of their games in enhancing positive gameplay experiences for players. Additionally, psychological evidence provides a wealth of understanding of the range of psychological effects on players, which similarly has relevance to the gaming industry. Specifically, this chapter will focus on the role of social contexts within gaming, and how our understandings from social psychological theory and research can inform their impact on a range of positive experiences and outcomes. These include social identity, group affiliation, positive sense of self and others, and group flow. It is argued that a psychological underpinning on player experiences is crucial for facilitating effective game design.