15. ENGAGEMENT
EXPERT
Positive emotion
: Desire to collect, evaluate
Player (Re)engagement
:Tweet and Retweet
(social) Call to action
: follow retweet
Visible progress (rewards)
: make a list about follower
Hello I’m hun .I’m just university student and majored in digital contents . Today I’d like to talk about gamification.
Have you heard about Gamification? What is gamification? It is new word~ It’s The concept of applying game mechanics and game design technics So~
With Game mechanics and game design techniques , we can engage and motivate people to achieve their goal
Let me give you good example. Foursquare is famous of using gamification to engage people.
Foursquare is a local search and discovery service mobile app which provides a personalised local search experience for its users. Foursquare aims to provide highly personalised recommendations of the best places to go around a user's current location.
They use 3 Reward system ,they are POINT ,MAYOR and BADGE . People can get these reward when they check in and recommend good places .this rewards make users engaged , motivated to check in
I think There are 3 big points in Gamification.
First one is ON BOARDING. I will explain “ on boarding “ with these four factors . 1 min , no too much information , Easy to win , experience.
Second one is Engagement .
We can make users addicted with engagement skills.
I will tell you about Social engagement loof and Customization.
Last one is Empty bar problem.
I would like to talk about what the empty bar is .
And give you two examples.
ON BOARDING is behaviors to adapt beginner.
AS I Said it before, there are four main factor . Let me start .
First , one minute !
First one minute is very important. you need to make users interested in first 1 minute. If not, users could get bored.
To make them interested , DO NOT EXPLAIN information in detail. JUST GIVE THEM experiences. Such as simple question “ HOT OR NOT?” when the player answer the question, he get engaged naturally.
After that , provide them values that is like gift, badge or items then they want to play it more.
Second factor is NOT TOO MUCH INFORMATION. DO NOT PROVIDE TOO MUCH INFORMATION.
Users are busy . They don’t have time to read too much information. They have more important things to do.
Here’s two bad examples about TMI. Gowalla and adword google have too much information . IF they just provide simple things to beginner, they could get better outcomes
Third one is WIN.
MAKE IT EASY TO WIN at the beginning.
SEE This Example. It’s the game , frontiervile which is about farming.
At the beginning , you can win easily . Just click yellow arrow . Then get the gold and star.
Last one is experience .
LIKE NETFLIX which is movie recommend website , collect people’s experiences !
NETFLIX is understanding users with meaningful questions .
Users can adapt it easily because netflix knows them.
HERE IS ON BOARDING PROCEDURES.
OPEN complex information slowly
Induce users positive reaction
Remove the possiblity of failure
Try to know about player
Next big point in gamification is engagement.
I will start to explain engagement .
THIS IS social engagement loops.
POSITIVE Emotions and call to action and player re engagement and visible progress and stimulate positive emotion again
I Will explain social engagement loops with tweeter’s case
TO Beginner , positive emotion is Desiring to express.
And player (re)engagement is mention.
(social) call to action is tweet
Visible progress (reward) is follower.
TO EXPERT user,
Positive emotion is desiring to collect and evaluate.
Player (re)engagement is tweet and retweet.
(social) call to action is follow retweet.
Visible progress is make a list about follower
AS YOU CAN SEE , can make users engaged WITH these four loops
Have you dressed up you avatar?
Game designer can give opportunity to customize your virtual character.
Customization is strong tool to engage users.
Users wanna show off their character to others . Then they are engaged.
LAST BIG Point in gamification is empty bar problem.
You don’t want to drink at empty bar. If there’s a beautiful girl at the bar, you wanna seat next to her and start to drink.
People don’t want to play game when there is no other players. IT’s EMPTY BAR PROBLEM.
Gamification is the best way to solve empty bar problem. LET”S SEE EXAMPLES.
FOURSQURE make a multi-game as a single game.
They provide badge and mayor system, so player can get rewards without other players.
Even if there is no one at the bar, users can enjoy it by themselves
The other example is shopping cart problem.
People didn’t use shopping cart at the beginning because no one use shopping cart.
To solve this problem, company hire part timer to bring shopping cart.
After few days ,People start to bring shopping cart.
Gamification is good way to solve Empty bar promblem
Gamification is very good way to engage your community .
And gamification is becoming wider using area.
IF we apply gamification in any area well, we can engage and motivate people easier .
