@inproceedings{Sheth:2011:HSE:1984674.1984685,
author = {Sheth, Swapneel and Bell, Jonathan and Kaiser, Gail},
title = {HALO (highly addictive, socially optimized) software engineering},
booktitle = {Proceeding of the 1st international workshop on Games and software engineering},
series = {GAS ’11},
year = {2011},
isbn = {978-1-4503-0578-5},
location = {Waikiki, Honolulu, HI, USA},
pages = {29–32},
numpages = {4},
url = {http://doi.acm.org/10.1145/1984674.1984685},
doi = {http://doi.acm.org/10.1145/1984674.1984685},
acmid = {1984685},
publisher = {ACM},
address = {New York, NY, USA},
keywords = {flow, games, mmorpg, operant conditioning, quests, social rewards, web 2.0},
}