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I stumbled upon an article by Jonathan Follett on UX Matters . He suggests four characteristics for a playful product, and thus, these are the variables to measure when studying the playfulness of a digital product. lots of small rewards and positive feedback for taking action no negative consequences for experimentation the ability to take someone else’s work and build on it frivolous interaction His suggestions are a good start. There are two more features I immediately want to add to the list, socializing and challenge. For instance challenging your friend to create a cooler Nike shoe than the shiny masterpiece you just did, by sending him or her an e-mail.