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Improving Player Choices (10 Mar 2004)
Because it is simply one of the most powerful aspects of fun in gameplay, we need to look more closely at choice as an aspect of fun. What makes a choice interesting versus uninteresting? How can you design choices that are more interesting than not?

One of the most important aspects of choice is consequence. For a game to engage a player's mind, each choice must alter the course of the game. This means the decision has to have both an upside and a downside; the upside being that it advances the player one step closer to victory; and the downside being that it hurts the player's chances of winning. This concept seems simple, but you'd be surprised at how many games force the players to make choices that have no impact upon whether they win or lose.
Article URL: http://www.gamasutra.com/features/20040310/fullerton_01.shtml

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