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Goals that are deemed difficult to achieve and specific tend to increase performance more than goals that are not.
Specific - A specific goal has a much greater chance of being accomplished than a general goal.
Who: Who is involved? One player, a party, a clan?
What: What is the player accomplishing?
Where: Is there is a location in the game world?
When: Is there a time frame for getting it done?
Why: Why are you giving this goal to the player?
Measurable – When you measure your progress, you stay on track and experience the exhilaration of achievement that spurs you on to continued effort required to reach your goal.
Attainable – When a player can identify important goals, they want to complete them. They will see opportunities to bring themselves closer to the reward.
Realistic – To be realistic, a goal must represent an objective toward which the player is both willing and able to work.
Timely – In the world of games, this normally translates to giving the players an indication of progress. Certainly a timer or time-limited goal fits in this as well.
Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, Volume 70, Issue 11(AMA FORUM), pp. 35–36.
Neil, H. F., & Drillings, M. (1994). Motivation: theory and research. Hillsdale, N.J.: L. Erlbaum Associates.
Schell, J. (2008). The Art of Game Design: A Book of Lenses. Amsterdam: Elsevier/Morgan Kaufmann.