Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 28

Not all game types have to be visual or gamified to be effective in your campaign. A contribution game helps your audience provide for others. This may seem strange, but it’s best to view this game type giving your audience a way to give back.

Here are some elements of the contributing game type (not every contributing game will have every one of these elements, so you can pick and choose what works for you):

 Being responsible: Giving your audiences the chance to be responsible for looking after other people can be very fulfilling. This can be done by creating roles within your campaign. For instance, you can award administrator or moderator rights to certain audience members. You can develop a multi-layered hierarchy that allows for certain positions of power within certain geographical locations.

 Access: Award access to special features and abilities within your campaign. In this way, your audience will have more ways to help others and to contribute. It also helps them feel valued by your company, which will in itself foster a more meaningful and earned role in the campaign.

 Collect and trade: This element taps into people’s love of collecting things. If you can, try to give your audience a way to collect and trade items in your campaign. For instance, they could use their points to get discounts on products and services. If you do, you’ll build relationships and engagements of purpose and value.

 Gifting: Gifting offers your audience the ability to gift items to other players, helping them achieve their goals within your campaign. For instance, some campaigns allow users at a certain achievement level to gift membership benefits to family and friends. This element can be difficult to incorporate, but the potential for reciprocity can be a strong motivator.

 Sharing knowledge: This element has become important in gamification lately. You incorporate in your game a way for your audience to answer questions and teach other audience members. When they share their knowledge, your campaign offers them an in-game reward.