Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 31

Deciding which gaming elements will work with your audience is essential. One method for finding the right elements is to look at the Bartle player types (see Figure 2-1), a classification of game players based on a 1996 paper by Richard Bartle. According to the Bartle player types, there are four different kinds of players, each motivated by a different incentive for playing:

FIGURE 2-1: The Bartle player types.

 Achievers: Achievers are all about points and status. Here are some characteristics of achievers:They want to be able to show their friends how they are progressing.They like to collect badges, trophies, and in-game status.They respond well to incentive schemes, such as air miles.They want to gain points or get to the next level.They like proof of success, such as points, possessions, or prizes.They seek rewards and prestige with advancement in the campaign.Around 10 percent of players fit into this category.

 Explorers: Explorers want to see new things and discover new secrets. They aren’t as concerned with points and badges. Here are some characteristics of explorers:They value discovery more value than in-game status, such as badges.They’re okay with repetitive tasks as long as they eventually “unlock” a new area of the campaign.They enjoy the surprise element that is possible in a gamification campaign.They want to discover new things; they love to find hidden treasure.They like to dig down and find something new or unknown. Secret pathways and rare finds excite them much more than prizes do.They care more about the gameplay than the end result.Around 10 percent of players fit into this category.

 Socializers: Socializers want to interact with other people. If you want to appeal to this group, the social interaction elements in your campaign will count more than the campaign’s gamification strategy. Here are some characteristics of socializers:They experience fun in their games through their interaction with other players.They’re happy to collaborate in order to achieve bigger and better things than they could on their own.Their reward is in the relationships formed within your campaign.Around 80 percent of players fit into this category.

 Killers: Killers have strong competitive instincts. Here are some characteristics of killers:They like scoring points, competing against people, taking part in challenges, winning, and showing off their knowledge.They’re similar to achievers in the way that they get a thrill from gaining points and winning status. What sets them apart from achievers is that killers want to see other people lose.They’re highly competitive; winning is what motivates them.They want to be the best players in your campaign.Less than 1 percent of players fit into this category.To attract killers, include elements such as leaderboards and ranks. Consider having audiences compete against each other if possible.

If you know the Bartle player types of your target audience, you’ll be able to meet their needs when designing your campaign. To increase the success of your campaign, look at ways you can attract more than one type into your campaign.

There are other demographic factors to consider when developing your next gamification marketing campaign, including the following:

 Gender: My research consistently shows that gender differences exist when considering the motivations for game playing in marketing campaigns. For instance, female audiences have been found to be less attracted to competitive elements. Male audiences are more likely to enjoy action games. Interestingly, women are more attracted to games that involve long-term relationship building, whereas men tend to respond more to task- and achievement-oriented elements. Avoid gender stereotypes. You could end up alienating your audience with the wrong research data.

 Age: Your main concern should be if your audience will instinctively know what to do when they get to your campaign. What does your current customer data tell you? A younger, more tech-savvy audience will hit the ground running. If you’re seeking an older audience, you’ll need to make sure to include multiple explanation elements along with a simpler graphics and mechanics.