Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 24

The classic game type includes gamification elements that are intuitive. You can add these gamification elements to your campaign and know that your audience will be able to easily engage with it.

If this campaign is your first gamification marketing endeavor, I recommend using the classic game type.

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

 Strategy: Strategy involves skillful thinking and planning, in which your audience must plan a series of actions against one or more opponents. Players win through superior planning, but the element of chance is involved, too (in a much smaller role). If you’d like strategy to be a part of your game, be sure to incorporate a challenge for your audience so they can explore or manage their environment.

 Investment: The goal here is to get your audience to invest their time and emotions into your game. If you achieve this goal, they’ll value your campaign. This game type typically involves more development at the design stage to ensure there is enough to engage your audience for the long term. Ultimately, you want your game to get them racing back to your campaign to ensure their progress is maintained.

 Consequences: If you include this element in your classic game type, there will be a consequence for every one of your audience’s actions. Each significant action (or nonaction) should result in a visual consequence, such as rewards, badges, or points.

 Progress and feedback: I cover this element in the coming chapters, where I discuss the importance of giving your audience some sort of measure of progress and feedback as they progress in your game.

 Tutorials: The last thing you want is for your gamification campaign to leave your audience feeling helpless. To alleviate this problem, you can include a visual tutorial, as well as help sections at each major part of your campaign. This way, your audience will know how everything works right at the start and throughout the campaign.

 Achievements: As opposed to progress and feedback, where the audience can see a positive progression, here the fear of losing points and achievements can be a powerful motivator. With gamification marketing, getting your audience to your campaign is the easy part. Getting them to return and value their status in your campaign can only be done through regular, meaningful achievements.

 Storyline: In a classic game type, you may want to consider adding a storyline in the form of a narrative or a theme. This strategy can help your audience be more engaged.The storyline may be linked with some existing narrative associated with your company or industry. It could be anything from your company values to topical industry themes. Whatever you decide on, make sure your audience will be able to understand and make sense of it. Otherwise, they’ll feel an immediate disconnect with your campaign.

 Time: Including time pressure in your classic game type can help create a sense of urgency with your campaign. Reducing the amount of time your audience has to complete tasks can focus them on your campaign. You can increase engagement through increased time pressure, too.For instance, by default, you can give them 15 minutes to solve a particular task, which is plenty of time. However, whenever the audience makes a mistake, not only are they penalized with lack of achievements, but their time remaining is also reduced. This increase in time pressure adds an interesting tension to the classic game type. The idea is that your audience will remain engaged because they’ll want to solve the task faster.

 Rarity: There should always be levels of rarity to the achievements you offer in a classic game type. Making something rare can make it all the more desirable. For instance, if you’re offering colored badges, there should be a badge that is very much coveted but extremely rare to achieve.