The senior member of Wieden + Kennedy's creative team shares his thoughts on the future of gaming.

At our recent PSFK CONFERENCE LONDON we gathered the people behind some of the most inspiring British and European projects that we have covered on

Dan Hon, a senior member of Wieden + Kennedy‘s creative team who specializes in games, play and new ways of storytelling. During his presentation, he questioned why are people playing games? Is it because they are deriving genuine pleasure and having fun? Or is it because it is a distraction?

He fears that the future of gaming will be about collecting points: Points for brushing our teeth or wearing our GAP socks. And he worries that this will make gaming mundane. He urged people to think about this the next time they are involved in creating games. He asks that we make them playful and don’t try to layer them with too much complexity.

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