Engaging User Creativity: The Playful Experience
http://www.uxmatters.com/MT/archives/000252.php

Follett, Jonathan
UXmatters
2007

Abstract:

With so many choices as to how we can spend our time in the digital age, attention is becoming the most important currency. In today's splintered media environment, new digital products and services must compete with everything under the sun, making differentiation key to developing an audience that cares, invests, and ultimately drives value.