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© Inter IKEA Systems B.V. 2017
2017
A spark of play everyday
© Inter IKEA Systems B.V. 2017
IKEA written Version 1
®
May 2017
and visual
communication
basics
2 Introduction Introduction 3
"We’re all born with a
playful spirit, and all
people should play.
From the youngest
child to the oldest
grandparent, playing
keeps you free."
Qian C. China
We believe that play
is critical for a better
everyday life at home
conducted some of the world’s largest research
It makes us more creative. It connects us and studies on the Role of Play. The IKEA Play Report “Play should “We understand
helps us unwind from modern-day pressures. 2017, is our third Play report. We’ve spent 8 be at the heart of the world through
It fuels our development. Play makes the world months connecting, on a regular basis, with everything we do! playing. It’s only
bigger for children and grown-ups. more than 300 people in Germany, the US and If you don’t take through play that
China to explore how, and why, we play. life too seriously, we’re able to
A playful approach to life sparks infinite great things happen! experiment, break
possibilities. Play is so much more than toys and For the first time, we’re looking at play from You stay healthy, the boundaries
games. It’s a state of mind. It is a way of finding both a child and adult perspective to understand relaxed and fun. of what’s normal
fun and joy in everything we do, regardless of what motivates and hinders play, as well as how People gravitate and change and
where we are or who we’re with. people across cultures think we will be playing in towards you and evolve ourselves.’’
the future. you have a positive
We already know that play is learning for life. influence on the Niklas A. Germany
Almost as soon as we are born we begin to play, Our play research has shown us that part of our world around you.’’
and we continue to play for the rest of our lives. job in creating a better everyday life must be to
Play shapes who we are and makes us stronger, spark even more playfulness into the home. And Carol P. US
more creative and more active. we trust us, we take that responsibility pretty
seriously!
That’s why at IKEA, play is pretty serious
business. So serious, in fact, that we have Let’s get exploring!
4 Contents Contents 5
1. SUMMARY
2. INTRODUCING THE STUDY
3. WHAT IS PLAY?
4. WHY DO WE PLAY?
5. HOW DO WE PLAY TOGETHER?
6. WHAT ARE THE ENABLERS & BARRIERS TO PLAY?
7. WHAT ARE PEOPLE’S PLAY “HACKS”?
8. HOW IS PLAY EVOLVING?
9. CONCLUSIONS
10. REFERENCES AND BIBLIOGRAPHY
6 Summary Summary 7
What is play?
By asking our online
community to identify
when an activity stops
being playful and using
the process of Via
Negativa (explaining
what something is by
understanding what it’s
not) we have concluded
that play is typically
lighthearted (not
serious), active (not
passive), satisfying
(not frustrating) and
The Play Report 2017 is our third spontaneous (not
Play report to date. The scope of obligated). This led us
our research has been broader than to a people-generated
before, exploring the importance of definition of play:
play for adults as well as children. ‘Play, or being playful,
We’ve employed a qualitative is engaging in a
approach – surveying 300+ lighthearted activity
individuals, ages 2-90 across China, that is satisfying and
Germany and the US – to explore spontaneous’.
the emotional aspects of playing in
different contexts, the key drivers
and inhibitors of play and emerging
trends affecting the future of play.
Why do we play?
People across cultures have identified 5 key
motivators that explain why we play. We call
these Play Needs and while multiple Play
Needs can be satisfied through one activity,
each has a clear emotional benefit at its core. How do we play together? What are the enablers and barriers
Some of the most beneficial play is when to play?
Play to Repair: children and adults play together. By playing Enablers to play include particularly playful
Play helps people to rest, rebalance and together, children and adults strengthen spaces, environments and people, often
ultimately repair physically and mentally. intergenerational relationships and learn from including children. People also employ play
each other. Whilst every culture and family hacks into their routines, to make chores and
Play to Connect: has their own play rituals and traditions, we difficult challenges more playful. The biggest
Play enhances bonds and helps people to get have identified six common forms of adult- barriers to play are work, stress and day-to-
closer to friends, family and loved ones. child interplay play, including: day responsibilities.
Play to Escape: Free-style Play:
Play offers moments of freedom away from Undirected play. It is free, spontaneous and How is play evolving? Multi-Sensory Play:
everyday obligations, rules and routines. unstructured. The child simply follows their People believe that, although the 5 Play Play will become even more immersive and
own play urges, and the adult follows. Needs identified will remain, how, where and all-consuming. In the future, people will play
Play to Explore: when people play will change considerably in in artificial environments that are designed
Play serves as a tool to learn and develop Build-It Play: the next 10 years. We’ve uncovered 7 play to engage all of their senses.
outside the usual frame of reference. Constructive play. Children and adults play trends that could enlighten the future of play
together using objects and toys to create and how we, as a society, can play more Blurring of Boundaries:
Play to Express: something new, thinking creatively about together. These include ideas like: As life becomes faster and time becomes
Play provides a platform to be creative, how best to build it. even more of a rare commodity, play will
giving people permission to express a Return to Retro: creep into all aspects of people’s lives. From
different version of themselves. Mirror-Me Play: As technology continues to advance at a the workplace to the gym, people will look to
Imitative play. Children mirror adult rapid pace, people will continue to rebel by play in traditionally non-playful spaces.
behaviour in a playful way by helping them turning to and celebrating nostalgic games
out with adult tasks and turning these into from their childhood.
a game.
8 Introducing the Study Introducing the Study 9
352
For this year’s Play report,
we wanted to go broader
than before, exploring
the importance of play for people
adults as well as children.
Over
8
In addition to desk research and literature reviews we
used a new mix of qualitative research methodologies.
Over 8 months, we stretched ourselves to meet people
wherever they are in life to gain a deep understanding of
the emotional aspects of playing.
This study was conducted in Germany, the US and China.
A diverse cross-section of people participated, from as
young as 2 and as old as 90. New parents contributed,
along with young and single city workers and retired months
grandparents, among many others. We conducted
the research in Germany, the US and China to have
representation from 3 continents.
We conducted 18 Play Visits, We interviewed 8 professionals We brought 15 consumers
By using qualitative evenly spread over Germany, the with different perspectives on together for a one-day
research methodologies, US and China. During these visits,
we met people while they did
play, dependent on their field of
expertise, including a Futurologist,
workshop with our product
developers, innovation leaders
we strove to create a something that they define as play.
For example, they took us to the
Child Psychologist, playful Fitness
Instructor, Immersive Theatre
and managers to explore the
key elements of play.
people-generated Play gym, to their workplace, we went Practitioner, Magician, Teacher,
report, with a clear bowling and did tai chi. Sportsman, Tea Ceremony Expert.
focus on understanding
the human realities and
emotions that fuel how We hosted chats in online communities in:
and why people play
every day, across all
aspects of their lives.
Germany USA China
We spoke to 293 people in an online community for over 8 months, where people were asked to explore their own
views, behaviours and experiences related to ‘play’ through a combination of tasks, including creative artwork,
video diaries and group brainstorms.
10 Research Questions Research Questions 11
Our aim in this study was to build upon the insights we
gained through our previous Play research, by adding an exploration of the
importance of play for adults to the study of children’s play.
Specific questions we sought to answer were:
WHAT IS PLAY?
WHY DO WE PLAY?
HOW DO WE PLAY?
HOW DO WE PLAY
ACROSS CULTURES?
WHAT ARE THE ENABLERS
AND BARRIERS TO PLAY?
HOW WILL WE PLAY
IN THE FUTURE?
12 What Is Play? What is Play? 13
"So in play we have Play is a topic studied and explored
the most serious, by both academics and companies.
yet the most trivial Together with our online community,
activity through which
our children learn. we set out to create a people-
And we find it hard to generated definition of play.
define. It slips away
from us as we try to
grasp it."
ROY LANGMAID,
PSYCHOLOGIST
14 What is Play? What is Play? 15
Play rarely exists when an
activity beomes too:
SERIOUS
UNDERSTANDING PLAY PASSIVE
FRUSTRATING
OBLIGATED
A key challenge to defining play is that – for If play is rarely serious, then play is
many people – play is dictated by and driven typically lighthearted.
by freedom of spirit, regardless of the form
it takes. Ultimately, play is multi-faceted. It Once an activity starts to become more
means different things to different people. serious it starts to lose its playfulness and
becomes something else, for example,
Therefore, instead of asking people what sport. Play, therefore, needs to be fun and
play is, we asked them when it ceases to conducted with a smile.
exist or is translated into something entirely
different. “The same activity can start as play, but
quickly turn into something completely
They told us: different! Take 5-aside football, for
Play rarely exists when an activity example. A kick-about with friends can be
becomes too serious. playful but once we start getting into teams
Play rarely exists when an activity and keeping score, it’s a lot more serious.
becomes too passive. Play has turned into sport.”
Play rarely exists when an activity RIGOBERT T. GERMANY
becomes too frustrating.
Play rarely exists when an activity
becomes too obligated. "The minute we start to evaluate it,
measure it, train for it, it becomes more
When looking at the implications of each serious.’
statement, the process of Via Negativa (a way ROY LANGMAID, PSYCHOLOGIST
of describing something by saying what it’s
not) helps to provide some structure around
play. The boundaries highlight that play can "Play can become serious at moments,
start and stop within the same activity. but that’s normally when play translates
into feedback. For example, think about
Play is dictated by a state of mind, rather when a child plays and accidentally touches
than a type of activity. This state of mind something hot, it’s not going to be fun and
stretches across countries and cultures. they’re going to get instant feedback. They
may then start to play again."
JASPER GREEN,
TEACHER
16 What is Play? What is Play? 17
WE CONCLUDED
The four boundaries help to
provide some structure around
play, and help to build a people-
generated definition of play.
"Play, or being
playful, is
engaging in a
light-hearted
activity that is
satisfying and
spontaneous."
If play is rarely passive, then If play is rarely frustrating, If play is rarely obligated,
play is typically active: then play is typically then play is typically
"Play is always active. You have satisfying: spontaneous: "The rules of play are in the minds
Play only exists when the to be engaged. Once you are of the players. They might be
participants are engaging in the engaged you are connecting to Play is rarely associated with a Once a playful activity becomes written down somewhere in a
activity. This could take the shape your senses and connecting to feeling of anger or annoyance. In goal-orientated and/or part of formal game, but in most games,
of mental engagement (e.g., your emotions." contrast, at least some level of meeting an obligation, it ceases they’re not. They’re made up as
imagination) as well as tangible YESIM KUNTER, satisfaction and enjoyment should to be playful. In contrast, play they go along."
and physical engagement through PLAY FUTUROLOGIST be derived during, and potentially enables a break from routine, rules ROY LANGMAID,
the body. Ultimately, playing after, a playful activity. and structure. PSYCHOLOGIST
requires some level of physical or
emotional focus. "Play is active but that doesn’t “Come to think of it, when "Timesheets are a good
mean it has to be behaviourally you’re playing a game with your example; people are now to "Play does have rules but I think
and physically active. You could kids and you or they start to get attempting to make timesheets they’re made in the moment at
”I find watching ‘Lord of the be sitting and playing in your frustrated for whatever reason, more fun, to improve completion that specific time; they have to be
Rings’ playful! My imagination head, for example." the play immediately stops right levels. However, while a different spontaneous."
goes into overdrive. However, JASPER GREEN, TEACHER there and then. You can never be approach may make timesheets JASPER GREEN, TEACHER
when I’m tired and flicking playing while annoyed or angry at more engaging, I wouldn’t
through channels, it’s the furthest the same time.” consider it playing because there
thing from play; I’m bored and YING W. CHINA is a clear end goal."
un-engaged, simply filling time.” KARLA F. US
ADAN T. US
18 Why Do We Play Why Do We Play 19
Theories abound as to why we play.
Some track the roots of human play
to the importance of promoting
harmony and balance within hunter-
gatherer societies; others focus on
highlighting the role of play in providing
stimulus for both motor and cognitive
development, especially for children.20 Why Do We Play? Why Do We Play? 21
Roy Langmaid, a leading psychologist, argues that Object Relations "The relationships we have with objects are the source
Theory offers a clear, rationale for how and why humans play,
from both a child and adult perspective. In simple terms, Object of who we are. We all start as children, seeking comfort
Relations Theory attempts to explain how people interact with the
world through a mixture of unconscious needs and lived experiences. and then we start to develop our relational world
The theory argues that people’s interactions with the world around
them are driven by a combination of four innate desires. through play. As we grow towards being an adult, we
begin to develop power and creativity as more adult
expressions, but that doesn’t mean we stop playing!"
PLAY ROY LANGMAID, PSYCHOLOGIST
DESIRE FOR DISCOVERY, LEISURE, RECREATION
COMFORT
Desires for play and comfort help "I definitely think play
children to make sense of the world is fundamental, when
you’re young, as a tool
as they grow and develop. We seek for making sense of the
DESIRE FOR RETREAT AND RECOVERY comfort as babies, and as soon world, the nature of the
as we’re able, we start to play. physical environment
and the nature of the
Later, as people achieve maturity, the acquisition of power and people and the laws
creativity becomes more important, and we seek to access that govern it."
them. We do so by modelling and associating ourselves with JASPER GREEN,
POWER
people, places and things that confer power or creativity. TEACHER
Interestingly, Roy explains that as our search for power and
creativity begins in adulthood, people don’t just stop playing
and seeking comfort. Instead, people start to use play in a
DESIRE FOR STATUS more progressive way. For example, play can actually provide
a springboard to help people achieve their desires for power
and creativity.
This theory is supported by the people we’ve met during
our Play Visits and in our online community. People across
PROCREATION
cultures primarily talk about how play helps them to seek
comfort. In these instances, play is used as a tool to repair and
to escape from the stresses and pressures of everyday life.
However, people also talk about play in the context of
DESIRE FOR LEGACY OF IDEAS AND CREATIVITY developing themselves or enhancing a moment. In these
instances, play is used as a tool to help people in their search
for power and creativity – from playing to explore yourself and
the world around you, to playing to feel liberated and free to
express creativity.22 Why Do We Play? Why Do We Play? 23
01
PLAY TO
02
Play can be mapped in lots of different
PLAY TO
ways, however the people we met
during our Play Visits and in our online
community consistently talked about
how play answers five key needs.
03
PLAY TO
Importantly, these Play Needs are
rarely isolated motivations and
often a moment of play or playful
activity is driven by a combination of 04
needs being met simultaneously. PLAY TO
These needs align with the conclusion
argued by Object Relations Theory,
that play helps to answer a series of
evolving desires as people grow up. 05
PLAY TO24 Why Do We Play? Why Do We Play? 25
WHEN THE DISTRACTIONS
FROM THE WORLD AROUND
US INCREASE, OUR NEED OF
FINDING TIME TO RELAX AND
UNWIND ALSO ESCALATES.
While our need to repair
can be answered through a
variety of passive activities,
from resting to meditating,
play also has a universal role
in helping us to repair.
The people we spoke to
often connected this play
need with their childhood,
and played to seek comfort
and security in anxious,
difficult or uncertain times.
“I work hard all week long and feel
that play is a way to get some of
my energy back. I feel worn and
taxed after a week of work, and
time to play is time to relax and
unwind and enjoy myself for a
change.”
KARLA F. US
“Life sometimes is like a spring;
if you push it or stretch it too
hard, it will be broken. So it is
important to play, to relax and
have some fun once in a while in
order to recalibrate.”
WEILIANG L. CHINA
Across cultures, “You play alone, or together to
switch off, to let the soul free,
many people are leave the everyday life behind.’’
SABINE B. GERMANY
working longer and
harder, with less and
less leisure time.26 Why Do We Play? Why Do We Play? 27
Play to Repair
manifests itself in
two different ways:
1 2
Firstly, people told us that they Secondly, we consistently heard
often turn to familiar activities people adapting their environment
when they’re looking to repair and to play in a more natural context.
recalibrate, for example, by playing
the games that they grew up playing This was especially important for people living
as children. in big cities and over-stimulating concrete
jungles. From hiking and gardening to running
in the park, if done playfully, people told us
that a simple and natural setting helped them
“I am very relaxed when I play a puzzle
to relax, unwind and repair.
on the iPad. I am always looking forward to
it and enjoy it. This is a good feeling
for me.” “Playing outside, whether I’m going for
LUDUIG L. GERMANY a run or having a picnic in the park, helps
bring me back to my more original self
“I really like reading or listening to music. (childlike self). Nature has the power to
make people feel more centred.”
So when I have free time, I choose a book
CULTURAL NUANCES and find a quiet place, and I can read the
LORENA R. GERMANY
book for the whole day. It makes me feel
Interesting cultural nuances emerged: very relaxed, and I learn a lot and feel “Activities to unwind for me are things
recharged mentally.” like walking along the lake, hiking,
ZIJUAN L. CHINA gardening, spending time outside with my
son, going on a picnic.”
“Yoga clothes are cozier, they’re not like KARLA F. US
tight work clothes. When you get into yoga
clothes, it’s like climbing out of everyday
In the US, the trend towards In Germany, there is a trend In China, play to repair is routine and into a relaxed world, and it’s “I need to be away from my work and
reset myself once in a while. Running is one
‘mindfulness’ is fuelling play towards familiarity through consistently highlighted as the still really playful in a way.”
of my favourite activities and I forget about
through natural experiences. ‘Thought Play’, known as most important play need. Many SHANNON U. US
everything when I run. After running, my
Mindfulness is a term used to Gedankenspiel. Thought Play Chinese talk about a challenging pressures (both physical and mental)
describe an individual, having a is used to describe the use of work-life balance and use play are relieved.”
more intentional sense of imagination to step outside the through the comfort of familiarity SHAN L. CHINA
what’sgoing on inside and outside strains of the everyday; examples in order to deal with it.
them and in the US this was often include immersing in a familiar
done in a playful way book, film or memory.28 Why Do We Play? Why Do We Play? 29
People are increasingly
living more of their
lives online and the PLAY CREATES SPACE IN
OUR BUSY LIVES TO SLOW
ability to deeply DOWN AND GET CLOSER
TO FRIENDS, FAMILY AND
connect with one LOVED ONES. PLAYING WITH
LOVED ONES ENHANCES
another is limited by
BONDS AND CAN MAKE AN
ACTIVITY MORE ENJOYABLE.
constant distractions “Playing games has always been
very important for me to connect
in the modern- with other people and to develop
further. So I met a lot of people.
day lifestyle.
I used to play cards with my
girlfriends sometimes, and that
was always a lot of fun.”
PETRA P. GERMANY
“I like sharing play with my friends
and family because that makes
me feel happier when I am with
them.”
KEGIN Z. CHINA
“I’m a teacher, so I see the
different ways that my children
play and I play, but that they all
involve making a connection with
others.”
LISA W. US30 Why Dohead
Section We Play?
here Why Dohead
Section We Play?
here 31
Play to Connect
manifests itself in
two types of play:
Stretching across both progressive and regressive motivations. The
1 2
people in our online community told us that connecting through play
INTIMATE BONDING STIMULATING PLAY
can be intimate and comforting (regressive). It can also be
Play offers people across cultures the Play can also be the spark that forms
stimulating and a catalyst for forming new connections (progressive) opportunity to seek comfort and security new connections, naturally encouraging
cooperation within a group of people, both
through engaging in a playful activity with
small and large. People told us that socially
a small number of individuals they connect
stimulating play typically involves higher
with on a deeper level. The playful activity energy activities that break down the
typically brings familiar individuals (e.g., old boundaries that often inhibit people from
friends, family) closer together. People see finding or building new relationships.
play as a perfect tool for facilitating real-life
relationships and use it as an antidote for
living more of their lives online. We heard “I can connect with friends, with family,
with mates, with classmates and with sports
intimate bonding through play often come to
colleagues. You can use card games, social
life through traditional activities like card and games or sports games. But you can also
board games. play with each other in a band or in a sports
CULTURAL NUANCES club or in sports lessons or the youth group.
It is important to have fun and get to know
Interesting cultural nuances emerged: “Playing for me is interaction with human each other and to exchange ideas.”
beings. Facial expressions and gestures are KORNELIA L. GERMANY
a part of it. Having a good time together.
With a computer I cannot share beautiful
“I like playing games together with my
moments. With my card game buddies
friends, and we sometimes play Xbox
I can remember those evenings and
together. It is really fun and enjoyable to
emotions involved. I don’t have that with fight together or fight against each other.
In the US, there is an emphasis In Germany, there is a trend In China, people highlight the a computer.” We talk or sometimes make fun of each
on creating real connections by towards connecting through importance of intimate bonding JANA P. GERMANY other when we play together.”
unplugging from technology and traditional activities, especially arts through play. They tell us that XING LONG C. CHINA
the digital world, often talked and crafts, often labelled as ‘retro'. frequently playing together as a
about as ‘reducing screen time’. For example, group pottery and family is important, and family “I think I play to connect, because I
Families across the US tell us how knitting are seen as particularly activities often include board consider games with your loved ones or
they worry about not spending playful activities for the younger games and picnics. Outside of the friends to develop a better relationship
enough time together; and parents generations. Such activities bring family context, social stimulation between them. Personally, I have seen as
often see technology as the most people together and facilitate ‘real’ through play often occurs in the people who in their personal relationships
significant barrier to intimate connections. form of popular social activities, go very bad, but at the time of playing
family-time. such as karaoke. these people can join and set aside their
problems and this can even help them to
improve their relationships.”
LIPING L. CHINA32 Why Do We Play? Why Do We Play? 33
No matter how happy THESE MOMENTS OF
FREEDOM ARE OFTEN
and content people
BEST WHEN THEY’RE
PLAYFUL, BREAKING
THE STATUS QUO AND
are with their jobs, INTERRUPTING ROUTINES.
daily obligations and "I mostly use play to get away
from the stresses of my daily life.
family commitments, My job can be very, very stressful
and it is often difficult to unwind
they consistently
and relax when I leave. I like
to go places and do things that
I wouldn’t typically do and that
express a strong need gives me a chance to escape … I
use play as a way to have fun and
to take moments of
give myself some much needed
relaxation time.”
EVE K. US
freedom away from
their everyday lives.34 Why Do We Play? Why Do We Play? 35
Play to Escape
usually translates
into two different
forms:
1 TRANSFORMATION
Transformative Play is a tool people use
2 DISTRACTION
Playing to escape is distraction. While still
immersive, playing as a distraction is often
to step outside of their everyday life, by
a more spontaneous form or play, quick
allowing a different or new version of
bursts forming brief moments of escape. It
themselves to take over through a variety
seems to be fuelled by the ever-increasing
of playful activities. This transformation can repertoire of devices. Online games such
be internally driven, for example by using as Candy Crush and Sudoku are frequent
imagination and fantasies, or externally examples of how play can offer people bite-
driven through immersive environments that sized moments of distraction. The people
facilitate play. Disneyland, VR technology and in our online community talked about these
the theatre are all cross-cultural examples of moments as a small oasis, offering peace and
how immersive environments facilitate play calm across a busy and stressful day.
by transforming people from the ordinary to
the extraordinary. “Playing online games is my favourite
CULTURAL NUANCES thing to do in my free time. I forget about
anything, particularly things that make me
Interesting cultural nuances emerged: “Disney Park makes me feel that I can unhappy.”
play for escapism. Disney Park is a magical ZHIZHAN G. CHINA
world to me. When I enter the park and
immerse myself in the rides and attractions
in the park, I leave the whole world
behind.”
JON B. US
In both Germany and the US, people mostly play In China, playing to escape is typically articulated as
to escape through transformation. People from both small moments of distraction. Generally, people tell
cultures offer plenty of examples of when playtime us that they have less time and lots of working rules “I enjoy playing computer games. I
allows them to break away and escape into another and obligations and they crave small, and distracting imagine myself as the character in the
world or into another version of themselves. An playful moments to break the monotony and stress game. The reality seems to be so far away
example: when playful, travel is seen as a common of the everyday. These distractions commonly, these from me when I immerse myself in the
way to actively change an environment to alter distractions take the form of sending lighthearted games.”
your context and break the traditional rules of the messages to friends and colleagues during work SIXUE W. CHINA
everyday. A benefit of transformative play is often meetings, or taking 30 seconds out to play a quick
perceived to be a shifted perspective when one game online.
returns to ‘normal’ life.36 Why Do We Play? Why Do We Play? 37
PLAY IS OFTEN A KEY
TOOL THAT ENABLES US
TO LEARN AND DEVELOP
THROUGH EXPLORATION.
People experience a need to
play that takes them outside of
their usual frame of reference,
not only as a potential escape
(as noted above), but primarily
as a way of discovering more.
“I 'play to explore' because I like
to discover new places, new music
and new movies.“
NINA K. US
People are curious,
looking to learn and
develop by better
understanding
themselves and
their social and
physical context.38 Why Do We Play? Why Do We Play? 39
Play to Explore
manifests itself
in two distinct
forms of play:
In our research, we’ve found that people across cultures play in order
to expand their horizons and discover the world. Parents tell us how
1 IMMERSIVE PLAY
Is a form of play where people are
2 PLAY TO DISCOVER
Is a form of play that facilitates exploration
of either the inner or outer world. A wide
completely engaged in an environment and
their children are learning and developing through exploratory play, set of stimuli. The environment can be real
range of playful activities enable discovery;
these activities focus on identifying new and
or imagined, but people use that high level
previously unknown learnings. For example,
developing language, emotions and creativity, as well as physical, social of engagement to explore new possibilities this form of play includes the discovery of
by interacting with the stimulus they’re new emotions, physical skills and intellectual
and intellectual skills. With adults, play to explore manifests in two surrounded by. Specific examples include capacity. Play to discover is inherently linked
Virtual Reality, where a person is immersed to learning and development; activities tend
distinct forms of play: playing in a completely immersive environment into a new and different world, and Role Play, to be less structured than other forms of
where a person immerses themselves in a play.
or setting out on a playful journey of discovery. new and/or different persona.
“Take your kids abroad, somewhere
totally different. For me the best way to
“I discover when I am confronted with play is to take away some of the technology
another world foreign to me: as a city and allow us all to learn more about nature
person this can be the forest or the farm. and its beauty through play.”
CULTURAL NUANCES As an office person, this can be the nature.’’ PATT C. US
GEORGE C. US
Interesting cultural nuances emerged:
“I like play to explore. It is interesting to
“Travel is my favourite playful activity, find out / learn new things. The Samsung
Gear VR glass is very cool, which enables
and I think it belongs to play to explore.
me to enter a unique virtual world, inspiring
When I travel to other places, it really my imagination.”
broadens my horizons and enables me JIAN Q. CHINA
to have different experiences. I can see
Across the USA and Germany, people are concerned different sceneries, try different food, meet
about schools moving away from play as a form of different people or even learn a “If you do something different, you
exploratory learning and discovery for children. People new language, yet somehow it’s all might discover new traits and talents of
share a genuine fear that too many parameters are really playful.” your own.”
being put in place to guide and instruct play, diluting YUN Q. CHINA WOLFGANG B. GERMANY
the potential to explore and discover. There is a
perception that specific expectations and targets are
“I can also dive into another world when
being set for children from a very young age, which I dress up as a medieval man; I walk in full
distracts from their opportunities to explore armour and imagine how I shoot my dinner
through play. with a bow and arrow, it’s very playful.”
BRIDGET R. GERMANY40 Why Do We Play? Why Do We Play? 41
The world we live AT WORK, EMPLOYEES HAVE
A SET ROLE AND CLEAR
in isn’t typically set
OBJECTIVES; AT HOME,
PARENTS OFTEN IMPOSE
SET ROUTINES INTO THE
up to encourage and HOUSEHOLD TO HELP
CREATE AN EASIER AND
inspire people to be MORE EFFICIENT LIFE.
different and unique;
While the real world is filled
with limitations and barriers,
a more playful world can
and as a result, break down those barriers.
people often neglect In doing so, play can give people
permission to express a different
their creativity.
version of themselves, as well as
a platform to be creative.
"For me, you don’t have to be an
artist to feel playful or expressive;
you just have to feel comfortable
with who you are.”
MARY P. US42 Why Do We Play? Why Do We Play? 43
Play to Express
manifests itself
in two ways:
When people are express themselves through play, they’re typically
either experimenting by trying new or different versions of themselves,
or they’re using their creativity as an outlet to build or create
something.
1 EXPERIMENTING
People tell us that through play they
2 CREATING
Play is a tool that allows people to access
can have fun testing different and their creativity. From activities that require
often more extreme versions of their a more creative mode of thinking, (eg.,
personality, style and identity. While the painting or acting), to activities that enable
experimental process may be playful people to tap into their imagination, (eg.,
and fun, it often indirectly allows people actively dreaming).
to evolve and formulate themselves as
they grow and develop, helping them Creative play can also be a small and subtle
become more comfortable in their own manifestation of self-expression that adds
skin. an element of play to the everyday. (eg.,
decorating a locker at school or buying a
The boundaries of experimentation vary colourful or quirky phone case).
from individual to individual.
“My 27-year-old daughter likes to
“I miss being creative and I am dress up with her friends and go to anime
CULTURAL NUANCES trying to find new ways to be playful conventions. I also like to dress up for
and expressive now I am a mommy… Halloween and make my costumes myself.
Interesting cultural nuances emerged: I find music and dancing work!” It’s dressing up but it’s creative, playful and
DOROTHY A. US personal.’’
VICTORIA H. US
“I feel like I can express myself
through music. I like singing with my “I like playing basketball to express
friends in KTV. Singing allows me to myself. I feel like I can be the person I
want to be (my dream as a child was to be
In Germany, there is a trend towards Live Action In China, playful self-expression is generally fully express myself and be who I am;
a professional basketball player). When I
Role Play (LARP) as a form of playful experimentation. manifested in ‘smaller’ moments of non-conformity. different songs represent different am on the basketball court, I play with an
LARP involves dressing up and immersing into a These playful moments are often stimulated by a emotions.” alternative version of myself.”
real-life fantasy world where people can play a king desire to act outside the typical group norm. HAIYAN L. CHINA PARK Z. CHINA
or a knight, among other roles. It allows people to
experiment with different sides of their personality in "In real life, I could not walk through
a playful and protective environment. the city and just go straight, no one “A nice pillow or blanket placed
would really make space and as soon somewhere can be playful. A certain level
as I kicked someone there would be of playfulness can be found in furniture and
trouble. In the LARP [immersive play], decoration. It’s through those little things
that I reflect myself every day.”
however, I was able to push people
MARIANNE C. GERMANY
to the side, stalk them, and everyone
saw it as a game and responded
accordingly."
CHRISTIAN H. GERMANY44 How Do We Play Together? How Do We Play Together? 45
Play allows children to develop their
creativity, nurture both their physical
and emotional well-being and explore the
world through mirroring adult behaviour.
But it is not just children who benefit from
play.
In fact some of the most beneficial play is when children
and adults play together, whereby they connect and
strengthen intergenerational relationships and learn from
each other.
“When caregivers and children play together, they’re actually making emotional connections.
They are learning about each other. They are learning both about who they are as well as
about the other person and they are exploring together. At the same time, they are learning
how to observe things together and how to take risks together.’”
YESIM KUNTER, PLAY FUTUROLOGIST46 How Do We Play Together? How Do We Play Together? 47
Whilst every culture
and family has their
own play rituals
and traditions. We
have identified six
common forms of
adult-child interplay.48 How Do We Play Together? How Do We Play Together? 49
'Free-Style’ Play ‘Build-It’ Play
Children and adults play together This type of play teaches adults
FREE-STYLE PLAY The child simply follows their This type of play nurtures a child's BUILD-IT PLAY by using objects and toys to create and children how to think more
IS UNDIRECTED own play urges. Adults immerse confidence and decision-making. IS CONSTRUCTIVE something new, thinking creatively
about how best to build it. Together
creatively about problem-solving
together and is primarily motivated
themselves in the world the child It also allows adults to regress by
PLAY. IT IS FREE, has created, providing no experiencing the world through a PLAY. they experiment, explore and by ‘play to express’.
SPONTANEOUS AND direction or rules so as to not child’s eyes, freeing up new ideas celebrate their accomplishment.
UNSTRUCTURED. inhibit creativity. Most of all, and shaking up normative thinking.
they enjoy being silly together.
This play form is primarily
motivated by ‘play to explore’.
Examples:
Examples:
Build a sandcastle, creating a fort in the
Fantasy role play
living room, building with Lego or Jenga
"Child and adult interplay is “Kids are constantly “Lego or other building
at its best when they both engaging with imaginative blocks are a nice
forget what they’re doing play where they create a experience, creating
and they’re completely lost world and ask you to join in. something together. We do
in the game. And the game (Eg., playing pretend rescue this at least once a week
takes over reality and the heroes, pretend school, at some point, not always
game becomes reality. pretend doctor & patient). together, though. Someone
They’re lost in play and These are fun because starts, then someone else
time disappears." kids say really unexpected picks it up and at some
ROY LANGMAID, things you did not realize point there is the final
PSYCHOLOGIST they picked up on and you result.”
just go along with it.” ARIANNE C. US
LISA W, US50 How Do We Play Together? How Do We Play Together? 51
'Mirror-Me' Play ‘Muddy-Boots’ Play
Children and adults play together This type of play allows both
MIRROR-ME PLAY Children mirror adult behaviour This type of play helps children MUDDY-BOOTS in physical or sporting activities, children and adults to use up
IS IMITATION PLAY in a playful way by helping them
out with adult tasks and turning
develop social skills and helps
adults to de-stress, turning
PLAY IS PHYSICAL typically outside, and spend quality
time together. They let-go, run
energy, release endorphins and
feel happier. This form of play is
these into a game. Children often a frustrating chore into a PLAY. around and free themselves of primarily motivated by ‘play to
come up with imaginative ways lighthearted, satisfying activity. physical and social constraints. explore’.
of completing the task that adults This form of play is primarily
hadn’t thought of. motivated by ‘play to connect’.
Examples: Examples:
Playfully helping with chores, Throw and Catch, Hide and Seek
baking or cooking together
“I really enjoy cooking “We played handball
together with my child. I together. We love physical
like teaching her to make activity. For fun and to
various kinds of food. And compete against others. I
she seems happy when we love playing football with
cook together. We learn and our boys or together with
play around with different our dog in the garden.
ways to cook. We really These activities feel good.
enjoy the process, during We move, we have fun
which we usually have good and enjoy the play. It lifts
communication.” the mood and elevates the
ZU H. CHINA communalities between us.”
YUKI A. GERMANY52 How Do We Play Together? How Do We Play Together? 53
‘Out-of-the-Box’ Play ‘Formal’ Play
Out-of-the-box play is artistic play, This type of play promotes a more Formal play is typically less This type of play brings families
OUT-OF-THE-BOX but not necessarily with a creative creative mode of thinking, allowing FORMAL PLAY IS spontaneous and more structured together and is a fun way to help
PLAY IS ARTISTIC output. Through arts and crafts,
children and adults release their
adults and children alike to tap
into their imagination and a world
STRATEGIC PLAY. than the other types of adult/
child interplay outlined. It is
adults and children to focus, relax
and solve problems creatively.
PLAY, BUT NOT inner creativity and express a beyond rules and obligation. focussed, yet enjoyable, and allows
This form of play is typically
NECESSARILY more creative, open side of their everyone playing to find respite
motivated by ‘play to repair’ and
WITH A CREATIVE personality. In turn, they gain pride This form of play is primarily and distraction from everyday life.
‘play for comfort’.
and joy from the creative process. motivated by ‘play to express’. Children and adults either play with
OUTPUT. or against each other to solve a
specific challenge.
Examples: Examples:
Colouring, dancing Chess, board games
“We’ve been very playful “Play with my child feels
when we created Easter shared when we are both
decorations for Easter. laughing and getting
We had a lot of fun excited such as in a game
experimenting with colours of Jenja when we are
and materials. We laughed working together to win and
a lot and felt very close.” especially when all of the
WALTRAUD J. GERMANY blocks fall over.”
VICTORIA H. US54 What Are The Enablers & Barriers of Play? What Are The Enablers & Barriers of Play? 55
In our research, we’ve found that play
is unanimously seen to be a power
for good. A world without play is
viewed as world not worth living in...56 What Are The Enablers & Barriers of Play? What Are The Enablers & Barriers of Play? 57
...HOWEVER,
there are many things that stop people from
playing and that provide unwanted barriers
to play.
• Stress and responsibilities at work are
commonly cited as barriers to play as well
as rigid daily routines that enforce certain
roles.
• Many see play as an activity (for children),
as opposed to a mind-set that can be
employed to bring joy to everyday
activities.
• Play is seen as a luxury – a 'nice to have'
moment when all other serious activities
have been taken care of, partly due to
the difficulty in quantifying the 'return on
investment' when it comes to play.
• Modern day life is quick to steer people The external environment
away from play. Adults feel that it is can often provide that
socially unacceptable to embrace a trigger point, specifically
playful mind-set and are often concerned environments that felt very
that modern day education discourages different from the norm.
children from playing to learn and develop
through play, a fear that was supported by People highlight the impact
some of the ‘experts’ we spoke to: of playful designs, décor and
structures within a space as well as A special occasion or activity A range of internal and “I have a wonderful
natural changes in the environment. can often become an enabler intense emotions can also memory of visiting
"We sit in a military system nowadays. of play. trigger play. my Mom in the
From a young age, kids are taught in a nursing home and
directive manner. They’re increasingly being “I went to a Japanese restaurant People tell us that the excitement The people in our online community playing bingo at
told to confirm and to think in a certain recently that made me feel produced around special occasions, talk about play as an opportunity Thanksgiving. The
way.’’ playful. I like their simple but as well as the people participating in to jump from a negative mindset to staff made bingo
ROY LANGMAID, PSYCHOLOGIST elegant design which made those moments help them move into a more positive one. (eg., play as special on that day.
me feel relaxed. Also, their a playful mindset. a reliever of stress or a distraction When we had bingo
waitress is so friendly and caring, from boredom). instead of hollering
"As adults, we get very much scared of their service is great. I had an BINGO we had to say
making mistakes. Failure is frowned up and, enjoyable experience.” “The time that made me feel GOBBLE GOBBLE.
as a result, we forget how to play, we’re CHA C. CHINA playful was when I attended a “No one is able to do work The laughter was
scared of taking risks, of asking too many concert last month. It was a rock continuously without stopping. For wonderful.”
questions and we often close the door on n roll concert. I sang out loud, and me, to make my everyday tasks VICTORIA A. US
our own curiosity.’’ “One year, after a long dry, hot danced with the music. more playful, I would take breaks
YESIM KUNTER, PLAY FUTUROLOGIST spell, it began to rain about 11 PM I had so much fun and felt relaxed during the day to refresh my
at night. I woke the girls and we as I forgot about my pressures mind, and make me feel that my
But it’s not all doom and gloom. In our went out and played in the rain. during that moment.” day would not be so boring.”
research, we’ve also heard about several The neighbours even joined us!" SHU L. CHINA TOM T. CHINA
enablers of play, used across cultures. MARTHA L. US58 What Are The Enablers & Barriers of Play? What Are The Enablers & Barriers of Play? 59
For parents, we heard that the
behaviour of their children is often a
trigger for play.
People tell us that bored or badly behaved
children can be tiresome and frustrating and
that parents often encourage play to change
the atmosphere.
“I don’t need to think of anything when I
am with them, and I don’t need to pretend
to be someone else like I do when I am
with my colleagues /clients. I love being
with children, they make me forget about
my daily pressures and I can fully enjoy the
time.”
SHUSNHUO C. CHINA
“The most playful moments I've had with
children have definitely been when (as an
adult) I entered fully into their imaginative
world, or when as a child, another adult
entered into mine.”
JILL M. US
For a lot of people, childhood
memories and a sense of nostalgia
triggers a playful moment.
This can, for instance, be expressed through
childhood games being re-purposed for
modern-day families and spontaneous and
unexpected moments of nostalgia that spark
“I also joke around with my friends on Facebook People also tell us that the presence
fits of laughter.
posts. I use sarcasm, puns and word play, of other people can trigger play.
emoji's, and stickers. A few people do not like my Friends, family, colleagues and even
“The best game is to find all the letters
of the alphabet from road signs. When you
humour, but most of them like my humour. strangers encourage a playful state of mind are on a trip as a family you are in the best
I have a whole group of friends who talk together through their engagement and interactions
as well as their personality. In contrast,
mood and anticipating the fun ahead. I
have so many great memories of playing as
every day on FB. We try to outdo each other with people also talk about how they trigger play
in a social context, driven by a desire to
a kid and now when we get in the car, we
always play!”
funny remarks.” build relationships and connect to others. ELKE S. GERMANY
GRAYSON T. US60 What Are The Enablers & Barriers of Play? What Are The Enablers & Barriers of Play? 61
Uncertain situations or difficult
choices may trigger a playful
approach.
People tell us that they used play as a way
to experiment and navigate the new and
different without the perceived, and often
real, consequences that a more serious
approach entails.
“Today I was forced to make a present
basket for one of my colleagues and since it
was from work, it was also obligatory! But I
approached it playfully and decided to create
'a little wonder’'! I played with colours and
decorations and made it really fun.’’
NICOLE L. GERMANY
A chore or unpleasant task can also
be a trigger for play.
People tell us that they look to turn
routine daily tasks into games, to distract
themselves. By doing this, the task
transforms from ‘completion’, to ‘enjoyment’.
“To make everyday task more enjoyable,
I sometimes promise myself a reward. For
example, I take an ice-cream out of the
freezer while I'm cleaning the kitchen. Then
I hurry so the ice-cream doesn't melt!’’
NANCY M. US
Finally, a more contemporary and
less spontaneous trigger for play is
a positive life outlook or attitude.
"I actually deal with everything with
positive thought!!!! Then life is much easier
to cope with! I challenge myself again and
again, to be spontaneous rather than live a
life dictated by a fixed ritual."
JENNIFER H. GERMANY62 What Are People's Play "Hacks" What Are People's Play "Hacks" 63
We define a play hack as a conscious
physical or emotional action that
makes a moment, conversation or
chore more playful. In our research,
people told us that they often looked
to purposely inject play into their lives
through a variety of play hacks.64 What Are People's Play "Hacks" What Are People's Play "Hacks" 65
We heard that some play hacks
involve the introduction of physical
objects.
For instance, a fun accessory on their desks at
work, or post-its on walls at home.
“For long car trips, instead of hearing,
'Are we there yet?' five minutes out of the
driveway, I would start each of the kids with a
roll of quarters. Each time they complained in
any way, I would take a quarter from their roll.
When we reached our destination, they would
get whatever money was left in the roll.’’
MARION D. GERMANY
But a play hack can also involve
removing a physical or virtual object.
“I make sure that "I make sure that at certain times across
at certain times the day, I ban technology from the house. That
frees up the time and space for the kids to
across the day, I ban actually play together and with us"
ANGIE O. US
technology from the
house. That frees up Translating a task or chore into a
the time and space for game is also a common play hack
the kids to actually play With a little imagination, the least-fun chores
together and with us" can be turned into games and playful challenges.
ALLAN D. US “I think I like to make cleaning into a game
of sort. My husband and I share the duties
of cleaning the house now that we are both
retired and we like to see who can get their
portion done first, so it's like a race. I also like
to set a timer and accomplish so much in a
10-minute segment just to test myself.’’
BETH T. US
Finally, some people told us how they
participated in role play, as a hack to
inject play into their everyday lives.
“In real life, I couldn’t walk through the
city and just walk in a straight line, no one
would really make space and as soon as I
kicked someone there would be trouble. In
LARP however, I was able to push people to
the side, stalk them and everyone saw it as a
game and responded accordingly.’’
KLAUS G. GERMANY66 How Is Play Evolving How Is Play Evolving 67
People across cultures don’t believe that
the motivations driving them to play will
change or adapt in the future. The five
play needs identified will likely stay the
same in the future. However, while the
innate human needs driving people to
play won’t change, people believe that
where and how we play will change
considerably in the next 10 years.68 How Is Play Evolving How Is Play Evolving 69
offer new and exciting spaces and predicted to drastically shorten the
dimensions for play. Technology average working day, the reality
will also free up more time in the has been quite different.
future, removing daily chores and
potentially opening up more leisure Across cultures, people highlighted
time to fill with play. 7 trends that they believe will
influence how they and society
However, while more permission will be playing in the future, with
and technological advancements a specific forecasting lens on the
may encourage more play in the next 10 years:
future, a combination of factors
could restrict how we play. When
play becomes better recognised Back To Retro
and defined, there is a risk that As technology continues to
it will also become formalised advance at a rapid pace, people
and structured. The people in our will continue to rebel by turning to
online community are concerned and celebrating nostalgic games
HOW WILL WE BE "As society progresses, automation
means there’s going to be no
that rules typically follow structure,
and too much guidance around
from their childhood.
PLAYING IN THE FUTURE? reason for us to move around other
than to play. As time goes on, I
think there’s going to be more and
how people should play and where
people should play risk damaging
the spontaneous and unobligated
From old board games to the
Game Boy, there is a desire to
keep play simple.
more and more things cropping nature of play.
The experts we’ve spoken to have recognised mental and physical “As a society, we play to be ready up all over the place that are
identified a set of play enablers health benefits. For example, for the future. When you look back encouraging us to play." Despite continual time-saving "What’s happening with
that would encourage more play science has already proven that at Egyptian times, they played to DANNY BENT, PLAY innovations that provide people technology is actually scary! Yes,
in people’s lives in the future. laughter can dramatically reduce understand how to fight, because ENTREPRENEUR with the tools to open up more it will completely change the way
To start with, as the benefits of stress levels and a recent study by there were wars. So to understand leisure time across their lives, we play in the future but I think
play become more tangible and the VU University of Amsterdam how we’ll be playing in the future people worry that an increasingly people are starting to rebel. They
measured, society will encourage found that playful workplaces result requires us to think about what we Secondly, technology will individualistic culture will continue don’t want it. Play is simple and
playing and adults as well as in better communication levels are preparing for. For example, how drive new forms of play in to drive the sentiment that ‘time is pure and we’ll see a big drive
children will have more permission between co-workers. can play help to prepare us for AI?” the future. money’ and ‘every second counts’ back to the games we used to
to play. In the future, playing could YESIM KUNTER, PLAY leaving people with less time love from years ago, the retro
become as important as a trip to FUTUROLOGIST For example, advancements in VR to play. For example, while the games will become mainstream
the spa or a run in the park, with technology and wearable tech invention of the email in 1972 was again."
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