From DIGITAL JOURNAL:
Mar 27, 2010 by Stephenie Deering
Sociologist William Sims Bainbridge uses the game World of Warcraft to gain insights into human behaviour. It is not a new idea, but it is a growing field of study.
People have used cards, sticks, coins, bones, and heavenly bodies for hundreds of years trying to divine the future. Many of these past-times, such as the Chinese I Ching, the Tarot and astrology live on. People are almost obsessed with knowing the outcome of the future, both in the short term and in the long term, and this includes scientists. Sociologist William Bainbridge uses a non-traditional method of divining the future. He studies human behaviour in on-line virtual reality games, such as World of Warcraft, to look at societal belief systems and to forecast the future of human beliefs. Bainbridge notes alternative reality games like World of Warcraft can answer real-life questions through play because the game deals with current real-life issues.
In an interview with New Scientist reporter, Samantha Murphy, Bainbridge likened World of Warcraft to Tolkein’s Lord of the Rings, saying
“… Tolkien believed that all good people could come together on the same side. This is one of the biggest questions that humanity faces: can we have a world consensus by which we’re all partners in finding a solution? Or, like the Hoarde vs Alliance situation in WoW, are we doomed to be in separate factions competing ultimately to the death? It touches on very serious issues but in a playful way.”
Dr. Jane McGonigal has taken questions like these and created an alternate reality game that aims to change the real world. Evoke is a short-term game in which creators hope to impart skill sets on players — real skills that can be applied in the real world. Evoke takes gamers through ten weeks of set goals to achieve, and at the end of the game, players will have viable business ideas and will be matched up with mentors — all with the idea of changing the real world. The game got underway earlier this month.

Most video games ask little else of players than to dedicate 10 hours or so of their time to save a virtual princess or prevent the world’s destruction.
But what if a game challenged players in real life and required them to develop and utilize skills beyond button-mashing or Wii-mote waving? (Very cute) Game designer Jane McGonigal and the team behind upcoming alternate reality game (or ARG) “EVOKE” wants to find out.
We got in touch with McGonigal to find out just what “EVOKE” actually is, and why people should be paying attention.
To hear exactly what “EVOKE” entails is to immediately be struck by the scope of the venture. It’s at once a pie-in-the-sky project based around empowering people to make positive changes to the world around them, but based around social gaming conventions to lure in people familiar with online games. “EVOKE” is like “World of Warcraft,” but instead of vanquishing orcs you’re fighting hunger; instead of raiding dark dungeons, groups band together to solve the energy crisis. If it sounds like a game with an agenda, that’s because it is.
http://www.asylum.com/2010/02/26/jane-mcgonigal-mmorpg-urgent-evoke-uses-gamers-to-change-the-world/

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