Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 29

The vast majority of your intended audience like to be part of a community. The community game type can create a fun environment through interaction with other members.

Community elements allow audiences to collaborate in order to achieve bigger and better things than they could on their own. Community elements make sense in gamification marketing campaigns because community elements are widely used in popular gamification models. For instance, if you have a FarmVille-type game (www.zynga.com/games/farmville/), audiences will be happy to water someone else’s farm in exchange for new crops for their own farm.

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

 Guilds or teams: Guilds allow your audience to share common scenarios and skills, and to be recognized as a trusted, trained resource. Entry into the guild should be through invitation or proof of time spent in the campaign overall. When adding this element, give your audience the ability to build close-knit guilds or teams themselves. Small groups can be an effective way to increase engagement. Finally, you can consider ways to allow team-based competitions.

 Social networking: Allow your campaign to connect with social networking platforms, not only to allow your audience to connect with their current friends but also to become visible to other audience members. This can help create opportunities for new relationships within your campaign. In this way, your campaign can create new mini-communities within each social network platform.

 Social discovery: This element is extremely similar to the social networking element, but it goes one step further. It’s a way for your audience to be found and build new relationships. You do this by using your data to help match your audience members based on their choices and status within your campaign.

 Customization: It is almost the norm now to give audiences the tools to help customize their experience within your campaign. This allows your campaign to be more personal and increases overall engagement. You can offer avatars, allow players to upload profile pictures, and even allow them to upload their own background images. The idea is to allow your audience to customize their environment, letting them express themselves and choose how they’ll present themselves to others within your campaign.

 Time-dependent rewards: Time-dependent rewards may include things like birthday gifts. You can go one step further and design time-dependent rewards that are only available for set period of time (for instance, if audiences come back next Wednesday, they’ll get a reward).