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Monthly Archives: March 2014

Finally among the top 10 Gamification gurus ..

Woot…Woot…Woot… Just a small post, thanking my readers for their time in reading my posts. I finally made it to the top 10 of gamification guru list after 15 months since I am competing, and currently ranked at 07 out of the few 1000s who compete on this leaderboard for the March-2014 rankings.

Being an Octalysis disciple, this falls under drive-3 of development and accomplishment, where I get a sense of accomplishment for my last month efforts and am feeling proud over it. Though this post by itself falls under drive-5 of social influence and relatedness  where I earn bragging rights for the whole month.

Can I make it to top -5, “Hey, April-14, what do you have for me?” .. 😉

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Posted by on March 4, 2014 in About me, Gamification

 

Pacing of the ‘share’ feature in your gamification strategy

While playing an online game, especially considering Facebook, we see, share with friends option recurring frequently. In this post I would like to discuss about the right interval of pacing a share pop-up.imagesTo begin with, we need to think about why we need to use a share feature, primarily because of these reasons

  • Build audience
  • Viral marketing
  • to get more page hits etc.

While designing for the share feature in your gamification module you must first think about the player who will be sharing. You should ask yourself what is the need to share that this player will be willing to share the content voluntarily, is it the player is getting some 100 bonus points for each share, or there is an accomplishment that the player has achieved and the player thinks that it will be a meaningful thing to share among friends.

If you agree with the latter part you are thinking right, there is no ah ha moment when sharing just for points, it is a forced thing on the player which the player will not enjoy at all. But what if the player has a milestone unlocked, or just made an awesome score, in this case most of the players will be more than willing to share their score on the platform so that they can be praised. Getting praised by others is a powerful gamification mechanic. Sharing of a meaningful activity like “I just earned a badge learning R” will make the social group of the player more interested and curious (drive 7 of octalysis framework) to check the platform that is helping the current player in improving skills which are desired by other players as well . If you provide a meaningful sharing opportunity players will be willing to click that button actively.

Another point to be noted here is, sharing can be of two types random or selective. If you are having a generic product which anyone can use, or will like to check out then the design having a generic share is not a problem. But if the product is highly customized and you feel that only selective audience needs to be attracted, you should also see this from the player perspective. If you empower the player for selectively sharing, and also rewarding the player for sharing with target audience that will actually engage, the player will also experience the drive of social influence & relatedness (drive 5 of octalysis framework) when known user group is actively using the product, and hence driving a long term engagement.

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Gamification Psychology Toolkit #3: Fun in ‘Collecting’

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.Backyard ART Rock collecting 2-1

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?

 

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Gamification Psychology toolkit #2: Pleasure in Self-creation

Ian-Edwards-Creation-of-Self-thumbHave you ever wondered why a self-made not so delicious food tastes tastier than a meal from the restaurant? Or why you like a custom made shoe color design no matter how odd the combination may be, if you were the selector of those colors? The answer lies in the power of Self Creation, Dan Airely call it as an Ikea Effect. We as humans have an imbedded mechanic to give more value to things that we have created, or have invested time in it. Perfection weighs less, and no matter how imperfect your work is you will prefer it, maybe not explicitly but deep down internally, if you get a chance to up vote among a few, you will favor yours.

Working inside a game, where you develop your own virtual world, you will find your guild and your possessions to be dearer to you than to any other outsider. Games use this mechanic very carefully, hence harness a longer engagement from the players, as leaving what you have created, with your precious time is not easy psychologically.

Another example will be the hours you spent on your farm, in FarmVille, growing it. Even if you have a sudden realization of its no realistic value, but it is eating more and more of your time as your farm grows larger and larger you are unable to stop playing it, because you value your creation and hence want to enjoy it and feel complacent with it.

Using the psychology of Self-creation as a mechanic in your gamification design, can be a very powerful ingredient for increasing the engagement. The design should be such that the players feel a sense of self-creation among the activities they are doing. May be the design should provide hints, but to the player it should look like that the actual work was done by the player and not guided by the system where the player is just a viewer. The more the player is able to create the more valuable the creation will become and hence the intrinsic motivation of feeling proud will work for a long term engagement.

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