Creative definitions for the AI

How we defined each motivation, hook, UGC, and gaming outcome

Gaming

Destruction	At its heart, players who are motivated by destruction are drawn to chaos and mayhem in games. Strongest among males under the age of 18, this motivation is most present in games where players can destroy things the fastest, such as shooter games. We found destruction to be the best motivational predictor of players interested in VR adoption — something we’ll look at later. You might assume that construction is a strong appeal among gamers who scored low on destruction. However, being conscious of negative space, we now understand that this is not the case. On the low end of the destruction spectrum, gamers enjoy experiencing an evergreen world — in other words, games that are reliably constant and familiar, such as Mist and Animal Crossing — not necessarily construction. Construction should be treated as a means rather than an end. For example, while you’d think building an empire in Civilization is construction, it’s strategy. Meanwhile, building a city in SimCity to then blow it up is simply destruction.
Excitement	Players motivated by excitement are drawn to action-packed gameplay full of surprises. On the high end of excitement, we have fast-paced games such as Call of Duty and Super Smash Bros, which center around combat and competition. On the low end of the spectrum are games like Myst and Civilization, which are more relaxed and predictable, with less visual stimulation.
Competition	Players who are strongly motivated by competition enjoy duels, matches, and battling it out on leaderboards. Games such as Call of Duty and League of Legends are particularly popular among this cohort. Conversely, gamers who find minimal appeal in competition gravitate towards non-adversarial games with no human conflict or rankings, such as Lego Dimensions or Myst.
Community	The players who are motivated by community are driven by sharing experiences with others and tend to be more collaborative and dependent on others within gameplay. Games in which the majority of players are motivated by community emphasize teamwork and collaboration, such as MMOs like Battlefield, Destiny, and Final Fantasy XIV. Games in which very few players are motivated by community emphasize solo and independent gameplay, where the gamer is always in full control.
Challenge	Gamers who score high on challenges are driven by the ability to practice and master a skill. Popular games among this cohort feature complex moves and difficult missions, rewarding mastery over time, such as DotA and Super Smash Bros. On the other side are games like Oxenfree and Animal Crossing, which can be described as ‘easy fun’. Quick-to-learn and straightforward, ‘easy fun’ games don’t punish the gamer for making mistakes. Challenge is the only motivation in our model with a score that resurges after age 45, which suggests older gamers are interested in mastering skill-based games.
Strategy	Gamers who score high for this motivation want long-term strategies they can plan out and execute. Games they enjoy playing integrate complex decision-making into the gameplay that require them to anticipate several potential contingencies. Popular high-strategy games from our survey are StarCraft II, Crusader Kings II, and Stellaris. Conversely, games with low strategy scores are more spontaneous, where decisions can be made with a small amount of information, and without needing to think or plan too much. From our data, games that fit this bracket include The Sims, Mario Kart Wii, and Disney Emoji Blitz.
Completion	Gamers who score high on completion are driven by quantifiable, consistent rewards that clearly show progress. Games that cater to this cohort are task-oriented and clear, with predictable conversion mechanics between time and reward. MMOs, particularly in the Asian market, scored very high for the completion motivation, with Dragon Nest, Lego Dimensions, and Aura Kingdom featuring heavily. Games on the low end of the completion spectrum, such as Victoria II and Kerbal Space Program, are more sandbox, meaning gamers are encouraged to roam, decide what they want to do, and define goals for themselves. Completion is the most age-stable motivation in our model and is higher for women.
Power	Gamers with high power scores gravitate towards games that start the player weak and offer a path of character level-ups and weapon upgrades. Driven by numbers, power is about constant growth. At its essence, it isn’t really about the end goal; the appeal is the journey of growth. World of Warcraft and League of Legends are examples. Games that score low for the power motivation feature a flat progression, with fully developed characters from the start, such as Night in the Woods and The Longest Journey.
Fantasy	Gamers who score high for fantasy motivation want to be part of the game world. A type of psychological teleportation, it hinges on the gamer’s willingness to be transported to an alternate reality and the richness of that alternate world: its lore, scope, and visual design. Popular games among those with high fantasy scores include Fallout and Dragon Age, which are categorized by their compelling alternate worlds and deep storylines. On the other side are either abstract puzzle games like Candy Crush Saga, or games with 3D yet generic graphics that have minimal world-building and lore, such as Counter-Strike and Street Fighter. Going back to the VR adoption study, we ran a survey to test the relation between gamer motivation and VR satisfaction and adoption and received 2,400 responses, with 31% currently using VR devices such as Oculus. We were expecting fantasy to be the most significant predictor of VR adoption, as virtual realities seem synonymous with imagination and teleportation. We were surprised to discover the best predictors are destruction and excitement — fans of shooter games.
Story	Gamers who find strong appeal in storylines enjoy games with a deep web of possible interactions and relationships, and characters with their histories and personal dramas. Games like Life is Strange and Dragon Age, which have a rich web of dramas, full of characters with their quirks, grudges, and histories, are popular. Conversely, gamers who scored low on the story motivation are attracted more to games that don’t involve human characters, such as SimCity.
Design	Gamers who score high for design are motivated by expressing individuality and personal flair in the context of a game. Popular games for this cohort include The Sims, Guild Wars 2, and The Elder Scrolls Online. However, some of the games popular with those who score low on the design motivation are far from bland or generic, and in fact, have unique styles and artistic visions: Braid, Super Mario Galaxy 2, and Spelunky are some examples. A different way to make sense of the design spectrum is how much aesthetic control the designer has versus the gamer. In other words, perhaps those on the low end of the design motivation spectrum are gamers willing to experience curated gameplay and relinquish control to the game designers. Our data tells us that the appeal of design peaks early, with females scoring higher.
Discovery	Gamers who are strongly motivated by discovery care about the unknowns and testing the rules of what you can and cannot do. It’s easy to think of discovery as just an exploration of a world, but it’s more about exploring the possibilities and boundaries of a world. Games on the high end include Fallout and Legend of Zelda, where gamers can find hidden treasures and experiment with objects. The low end is defined by practicality; games such as FIFA and Call of Duty, which have clear, constant rule sets and minimal unknown variables and possible interactions.

Finance

Financial education and insights	Users who seek financial guidance or actionable tips and to build their financial knowledge. In-app articles, tutorials, or personalized dashboards can illuminate trends in spending, saving, or investment behaviors. Providing knowledge and insights helps users make informed decisions.
Security and trust	Safeguarding personal and financial data is a top concern for users in any fintech environment. Apps that highlight encryption, fraud protection, and compliance with regulations can foster confidence. By emphasizing robust security features, they reassure users who are cautious about sharing sensitive information.
Control and transparency	Apps offering budgeting tools, spending trackers, and personalized financial advice motivate users who wish to take control of their financial lives with transparency and reach their financial goals.
Deal Seeking	Users are often driven to maximize value and save money. This can be done through rewards such as cash back, loyalty points, discounts, lower fees, or gifts. Lowering or eliminating fees serves as a competitive advantage, appealing to deal-seekers and cost-sensitive users alike.
Simplification	The desire for a streamlined and simplified approach to financial management. Fintech apps often streamline complex financial procedures and make them more intuitive and user-friendly.
Invest and grow wealth	Users are motivated to grow their money through stocks, crypto, or other investment tools, even if they have limited experience. These apps often provide curated portfolios, programmatic advising services, or one-tap crypto trading. By simplifying the investing process, they attract both new and seasoned investors looking for accessible, growth-oriented platforms.
Payment and Transfer Options	Users who seek Peer-to-peer payments, cross-border transfers, or in-store purchases, diverse payment features matter. Many users want to send or receive money instantly, split bills, or handle international transactions at competitive exchange rates. Broadening these capabilities makes an app more versatile and attractive to a global audience.

Social Media

Social Connection and Communication	Users often seek quick, ongoing contact with friends, family, or like-minded individuals. This includes sharing updates, photos, and life moments to maintain close bonds. In many cases, messaging or direct contact features help overcome distance, strengthening real-life relationships via digital spaces. By providing interactive tools (live chats, voice/video calls), social platforms facilitate deeper engagement than traditional media.
Self-Expression and Personal Branding	Many users want to showcase their unique identity, talents, or lifestyle. Social channels allow for curated profiles, creative posts, and personal storytelling, letting individuals craft a distinct online presence. This can span from sharing art or music to demonstrating expertise in a niche topic. Over time, consistent self-expression can evolve into a personal brand, opening doors for broader recognition.
Entertainment, Discovery, and Inspiration	Scrolling through videos, memes, or viral trends is a main driver for people seeking instant amusement. Algorithms suggest content based on user preferences, providing a never-ending feed of new material to explore. Also, users seek to discover new ideas, learn from others, and get inspiration for recipes, fashion, home décor, fitness, or creative projects.
Community and Belonging	Users often want to find and join communities built around shared interests – fitness, gaming, parenting, or pop culture, for example. Belonging to a group of similar-minded people fosters support, feedback, and motivation. Such communities can form organically or through deliberate app features (groups, forums, etc.).
Information and News	Social platforms also serve as channels for real-time news and trending topics. Many users appreciate staying informed about current events, local happenings, or industry-specific reports. Verified or crowd-sourced information can be useful, but it requires users and platforms to be mindful of misinformation. This blend of quick news access and user-generated insights creates a dynamic feed of both facts and opinions.
Professional Networking	Certain social media apps cater to career development, job opportunities, and industry thought leadership. Users engage to expand their network, discover new roles, or showcase expertise. Features like endorsements, recommendations, and professional groups can elevate personal branding efforts. This environment helps connect employers, recruiters, and professionals, fostering both mentorship and collaboration.
Social Validation and Feedback	Likes, comments, and shares often motivate users to continue posting and engaging. These forms of virtual “approval” provide an instant sense of validation or belonging. In many apps, users track engagement metrics to gauge their content’s impact. This feedback loop influences posting behavior, sometimes encouraging users to fine-tune their online persona based on responses.
Monetization & Growth	Influencers, content creators, and entrepreneurs may turn to social media to monetize their presence. Features like brand partnerships, affiliate links, and integrated commerce tools offer revenue streams. Even casual users might explore opportunities for side income or freebies (e.g., promoting local businesses). Over time, savvy creators can scale their social profiles into full-fledged personal or professional brands.

Dating

Finding a Serious Relationship	Users who join dating apps to meet potential long-term partners or spouses. They’re often looking for compatibility features, like detailed profiles or personality-based matching. Serious daters want an efficient way to connect with people who share their values and commitment goals. This motivation emphasizes deep emotional bonds and a future-oriented approach.
Casual Dating and New Experiences	Users looking for short-term connections. These might range from purely social meetups to sexual-oriented interactions or “hookups”. They often gravitate toward apps with relaxed atmospheres or minimal profile requirements. Casual daters enjoy the freedom to experiment without major pressure or long-term expectations. Ultimately, this motivation emphasizes flexibility, novelty, and the freedom to set personal boundaries or intentions upfront.
Personal Growth and Self Discovery	Users who use dating apps as a tool for learning more about themselves – tastes in partners, communication styles, or even confidence-building. Engaging in chats, video dates, or in-person meetups reveals personal strengths and areas for growth. Some platforms offer personality quizzes, prompts, or journaling features that encourage introspection. In this sense, the dating experience doubles as a journey of self-discovery.
Convenience and Efficiency	In busy lives, finding time to meet new people organically can be challenging. Dating apps streamline the process, letting users filter matches by location, age range, or interests. This efficiency appeals to goal-oriented individuals who want to “work smarter, not harder” in their dating life. The convenience factor—swiping or chatting on-the-go—fits modern lifestyles, making it a core motivation for many.
Overcoming Shyness or Social Anxiety	Some people find it easier to begin conversations behind a screen, reducing social pressure. This approach lets them gradually build confidence, test the waters, and open up at their own pace. Digital interactions can serve as a stepping stone to in-person connections. Over time, successes on the app may help users overcome broader fears around dating and social settings.

Photo & Video & GenAI

Solving Everyday Problems	– User Motivation: Simplify daily tasks and enhance productivity. – Examples: File managers, photo organizers, task schedulers. – Explanation: Users are drawn to apps that address practical challenges in their daily lives, providing simple and effective solutions that improve productivity and reduce hassle.
Convenience and Accessibility	– User Motivation: Quick access to essential tools on the go. – Examples: QR code scanners, flashlight apps, calculators. – Explanation: Utility apps offer fast, easy access to basic functions, eliminating the need for standalone devices or tools, and ensuring convenience wherever users are.
Time-Saving Features	– User Motivation: Automate repetitive tasks and save time. – Examples: Speed booster apps, auto-fill apps, task automation tools. – Explanation: Apps that reduce the time spent on manual or repetitive tasks are highly attractive, allowing users to focus on more important activities and streamline their workflows.
Cost-Effectiveness	– User Motivation: Access valuable services for free or at a low cost. – Examples: Free VPNs, data compression tools, budget trackers. – Explanation: Many users are motivated by the opportunity to save money through free or affordable apps that replace expensive services or offer similar functionality.
Customization and Personalization	– User Motivation: Make the device feel unique and reflective of personal style. – Examples: Wallpaper creators, ringtone makers, launcher apps. – Explanation: People enjoy customizing their devices to suit their preferences, and apps that provide personalization options help users create a more engaging and individualized experience.
Security and Privacy	– User Motivation: Protect sensitive data and ensure safe device usage. – Examples: Password managers, antivirus software, privacy-lock apps. – Explanation: As concerns about data security grow, users are motivated to download apps that enhance privacy and protect sensitive information from threats.
Optimizing Device Performance	– User Motivation: Improve device functionality and extend its lifespan. – Examples: Storage cleaners, battery savers, performance boosters. – Explanation: Users often seek apps that help their devices run faster and more efficiently, ensuring a smoother and longer-lasting user experience.
Social Proof and High Ratings	– User Motivation: Confidence in using a popular, trusted app. – Examples: Apps with millions of downloads, 5-star reviews, or peer recommendations. – Explanation: Apps that are widely used and highly rated instill confidence in potential users. Positive reviews, testimonials, and recommendations from friends or peers play a significant role in driving downloads.