Tom Chatfield

I spoke at TED Global 2010 about the ways that video games engage the brain, and in particular, the idea of reward structures: how a challenge or task can be broken down and presented to make it as engaging as possible.

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.