Whereas entertainment games are capable of creating deeply rewarding and emotional experiences, applied game projects often result in products that, while potentially effective, are lacking in many other aspects of the user experience. This may be due to the fact that the focus of most design approaches for applied games lies primarily on the use of game mechanics, neglecting other aspects of design that aim to shape and influence the player’s emotional journey. This article provides an exploratory effort in a different approach to creating applied games, namely through the design of user attention and by integrating the theory of attention into applied game design practice. This approach is tested in two ongoing applied game projects, from which preliminary guidelines for applied game researchers and practitioners are proposed.@en