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Tag Archives: Design

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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A case of intermittent pleasure for your gamification design

CaptureDan Ariely, in his book “the upside of irrationality” talks about case of pleasure. He argues we as human beings are capable to adapt to pleasure, and hence we do not enjoy subsequent pleasure as much as we enjoyed at the first touch point. As you can see in the figure above, the pleasure or happiness declines considerably over time, if you purchase all the goods at one point (blue dashed curve). On the other hand if you purchase in parts, then by the time you get adaptable to pleasure from the previous purchase, the next purchase gives a kick to your happiness / pleasure experience (red curve), and hence in nutshell the area covered or the happiness/pleasure experienced over time is much more than compared to the one time shopping.

Relating this to Gamification, an engaged user who is rapidly coming back to your website or using your product, given that your gamification design runs on the trap of PBL’s, then following the concept of the hedonic treadmill (supposed tendency of humans to quickly return to a relatively stable level of happiness despite major positive or negative events or life changes; wiki) the player will lose the interest. There will come a point when reaching a new level will not give the same happiness that gave on the previous one, some what like diminishing returns.

For e.g. you run a website, and have incorporated a PBL platform to motivate the user for sharing and engaging with your content. As the user moves up your leaderboard and gets more and more surfeit with your content his/her engagement will decline. Think that this player is now the top player on your site, there is nothing more to accomplish, than unlocking a few more levels, he/she will feel bored, and look for other places to derive pleasure.

Rather than giving points in a non surprising ladder fashion, if the design is made such that the elements of curiosity and surprise are embedded, which keeps the player thinking and guessing what surprise is stored next; will keep the players’  pleasure curve high, thereby ensuring that the player stays much longer engaged with your system. Give the player few accomplishments, then wait till the engagement gets low, then push a booster package to kick back the pleasure curve.

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