Tom Chatfield

The really interesting stuff about virtuality is what you can measure with it. Because what you can measure in virtuality is everything. Every single thing that every single person who's ever played in a game has ever done can be measured.

Video games are a special kind of play, but at root, they're about the same things as other games: embracing particular rules and restrictions in order to develop skills and experience rewards. When a game is well-designed, it's the balance between these factors that engages people on a fundamental level.

My work is all about how we consume. To me it's important to know where things come from. Generally, our products today are so cheap, you know there's something wrong. Things are not made in a good way. I want to make things that are. I want to make the story behind products visible.