Boosting Brand Engagement with Game Mechanics

Joel Limworkingstrategy.wordpress.com

Gaming Mechanics: What it is and isn’t.

It’s not about turning your Web applications into games. It’s about making them game-like.

And this makes for more engaging experiences =)

Game Mechanics

1) Used well, gaming mechanics make Web design more engaging, sticky, and viral by incentivizing certain behaviors.

2) The core of gaming mechanics include:- Collecting points- Feedback- Exchange- Customization

The Psychology Behind Gaming Mechanics

: Social connectedness

: Psychological well-being

: Gratification

: Material gain

: Social connectedness

: Psychological well-being

: Gratification

: Material gain

: Reciprocity

: Reputation

: Attachment to a group

: Increased sense of capability in achieving goals

: Reciprocity

: Reputation

: Attachment to a group

: Increased sense of capability in achieving goals

USER MOTIVATION

1) Players experience fulfillment through gaming mechanics.

2) Rewards may be:- Points- Information(need not be of $ value)

“Rewarded Learning”

The experience of gaining virtually is very satisfying on its own.

Players (always) want more

Zones ExperiencesUpgrades

UNLOCKING

Plays on human curiosity and creates a desire to advance.

-Gaining new experience- Leveling up

Keep them occupied

EASY UNLOCKING

= IMMEDIATE RESULTS

1) Don’t make it too hard to level up or attain new experiences.

2) Small, incremental steps that see immediate results are best to encourage continual usage.

3) This is a great way to retain your customers.

Core game mechanics are applied: : Points : Social

Exchanges : Leaderboards :

Customization : Level Ups = ENGAGING USER EXPERIENCE

Social Networking Sites we know and love

“YouTube has done a brilliant job in making the overall experience feel game-like, without turning the site into a traditional game.”

“Facebook applications encourage a ‘playful mood’ and individuals use them both for entertainment purposes and socializaton tools.”

Rao, 2004

Amy Jo Kim, 2009

Design Tactics

CASE STUDY 1:

Blurring the Lines between Virtual and Reality

Encourages users to discover new places and explore their neighbourhood.

Friend FinderFriend Finder

MOBILE app gameMOBILE app game

Social city-guideSocial city-guide

: Users ‘check-in’ to actual places in city using Foursquare.

: Each foursquare check-in earns user ‘points’.

[e.g.]-Find new place in your neighbourhood(5 points)- Drag a friend along with you (1 point)

: As users start checking-in to more interesting places with different people, users will be able to start unlocking badges.

: Various badges are available. Eg: - Too much time karaoke - 4 nights out in a row

: Users may also suggest new badges.

UNLOCKING BADGES / ADVANCING

CASE STUDY 2:

Connecting at Ground Level

: StarHub launched a new youth mobile plan with attractive perks.

: Formed a guerilla outfit called the “MOBILE RAVERS”.

: ‘Rave Messages’ mobile app:

Users were allowed to create and send ‘Rave Messages’ [text messages performed as dance sequences]

A message would be ‘performed’ on screen by a Mobile Raver for their friends.

: ‘MOBILE RAVERS’

Performed in Zouk and the streets of Singapore.

Flashcards, giveaways and performances aimed to drive traffic to StarHub’s online portal.

(freedomrocks.com.sg)

Game on!Game on!

References

Amy Jo Kim. (15th Jan, 2009) Game Mechanics for Interaction Design. Interview.

Benkler, Y. (2006) The Wealth of Networks. Yale University Press.

Rao, V. qtd Bogost, Ian. (2004) Asynchronous Multiplay: Futures for Casual Multiplayer Experience. Other Players Conference on Multiplayer Phenomena, Copenhagen Denmark.