The human brain wants stories. Marketers use this. Advertisers use this. We should also use this in the way we design software, using psychology to create attachments that run deeper than just increasing engagement. Additionally, there's one huge software arena where this is done extremely well - video games. How can we use lessons from gaming to evoke emotional responses and understanding in our user experiences? In this talk I'll explore the psychological roots of emotion in user experiences, give examples and techniques used in product and game UI, and describe how all of us can use these ideas to create software experiences that move beyond the mechanical.