Persuasive Game Design: A model and its definitions (PDF)
Valentijn Visch, Niko Vegt, Hester Anderiesen, Katinka van der Kooij

The following position paper proposes a general theoretical model for persuasive game design. This model combines existing theories on persuasive technology, serious gaming, and gamification. The model is based on user experience, gamification design, and transfer effects.