Raph Koster has an interesting post up on socialization. I’m posting to highlight this part:
But it bears repeating, because there are many voices out there that will decry anything that resembles “social engineering.” But the shape of your map is social engineering; the layout of your buildings, the colors on your HUD, the placement of your text box — it’s all social engineering. We need to get past the simplistic observation that we shouldn’t treat users like ants in an art farm, and get real about the fact that we do have significant impacts on what our users do and how and when they do it.
It’s difficult to overstate how important social engineering is in online environments. Ignoring it achieves nothing. Depending on how you utilize it, you can create a game where newbies are valued (City of Heroes shortly after superbases and newbies generating the base equivalent of money) or abused (Shadowbane allowing you to train players and loot their corpses in the protected newbie lands). Social engineering is how you setup your game environment, and it has a huge impact on retention. Choosing to ignore social engineering is the equivalent of ignoring character advancement in an achievement-driven RPG, except the results are more insidious.