Games were always in front of technology and user experience. Nowadays, in the wake of the free content era, games are pushing the boundaries of behaviorism and motivation theories even further, to become the most lucrative entertainment business in human history.

In this talk, we will go through the psychological tricks in games' hats, see their effects on millions of players and try to predict what’s next in this behavioral play journey. This is the story of free products that are making …