Why put emotion into games? The answers are art and money. Sure, it's an unholy alliance, but so are pineapple and pizza, windmills and tiny golf courses, the military and intelligence, and canned fruit and gelatin molds. Don't get me wrong. I think of myself as an artist first and a businessman second. But game companies that don't make a profit aren't game companies for very long. There are at least nine reasons that putting emotion in games can lead to greater profits, and it's worth taking a few minutes to mention them.