Lets’ have an activity, I would request before reading further you try to recall few things that you love collecting maybe now, or you were once very passionate about and even today you have a very fond memory of your collection and feel proud over it.
If you did the above task you would have easily pulled out 2-3 examples where you were/are a die-hard collector of the items. It may be the stamps from international countries, or some random cards of players or even stones lying along the road of various shapes, it could be anything else also. But, I am confident that you will be having atleast one good example.
The fun here is/was derived from organizing things by collecting them and arranging them in a particular order. We as humans have a natural tendency for making order out of chaos. We begin collection randomly but later try to arrange and make some meaning out of it, and along this we figure out what things we are missing and needs to be collected.
Another source of fun is being rewarded for your collection. Earlier marketers used to add some collection game to push the sales, I could easily recall a chewing gum named “Big Babool”, was giving a walki-talkie as prize if you are able to complete their name with an alphabet printed on each wrapper, they intentionally did not print ‘a’, whereas the rest of the alphabets were surfeit. If I break this strategy down, the marketers of Big Babool were giving fun to consumers while they were collecting and organizing, but they linked it to a reward and this reward was a status symbol for the ones who got it. Yes, they actually did print a few ‘a’, and there were few recipients as well. I still envy my friend for this.. 😉
A gamification designers can leverage heavily on the fun embedded in ‘collecting’ things as mentioned above. A gamification designer should emphasize on the value of the collection in the story/embedded narrative of the game, while planning for the onboarding of the player, so that the player is clear about the things that need to be looked for, during the journey. The feedback should be kept in place so that the player is reminded about collection. The collection items also serve as bragging rights within a game, which is a very powerful motivator. The pleasure derived by joining an elite group who were able to collect the items and have a complete collection gives a special status and attached bragging rights with it.
A very good example which I will write in detail in another blog post, comes from lifestyle gamification. Suppose you are using a gamified app for your tracking. After each tracking there is some collectable item. Within this app you will have some activities that you prefer doing and some you hate, by default you will complete the linked activities quickly, but delay the ones which you do not prefer, like for me it will be running as I prefer to do weight training more. May be towards the end of the stage i have done all except the running. As I will be having a strong desire to level-up in the game, and also complete the collection bar, I would do the activity with some less enthusiasm,when compared to the earlier activities. Gamification at the end is a mix of intrinsic and extrinsic.. Isn’t it?