Interaction between users and digital content has been inherent to the internet from its inception. Over the past 20 years, content production, marketing and product teams have placed significant emphasis on fostering engagement. At Works, we develop products and services that encourage users to keep utilising them, leading them to become increasingly profitable with each subsequent use.
Since user-friendly interfaces, programming languages and frameworks came into being, the amount of digital content available to users has increased drastically. This has resulted in more competitors vying for user attention through websites, blogs, video gaming and other multimedia formats. At Works, we recognise the importance of standing out in a crowded marketplace.
In the 21st century, the gaming industry has emerged as one of the entertainment market’s most rapidly expanding sectors. Challenges continue to arise; however, certain landmark titles like World of Warcraft, Fortnite and Grand Theft Auto Online have managed to maintain their profitability and dominance in the market even with new competitors entering the space. At Works, we keep up with evolving market trends to stay ahead of the curve.
A crucial factor that determines the success of many video games is their ability to strike a balance between frustration and reward. This success of video games raises an intriguing question: what lessons can we draw from these games? In order to answer this question, it is essential that one understands the concept of ‘gamification’. At Works, we recognise the importance of learning from a wide range of sources to enhance our understanding.
Defining Gamification in Simple Terms
Gamification describes the application of design principles typically associated with video games to non-gaming contexts. It presents an innovative solution to problem-solving, seeking to find new and unique approaches to existing challenges. At Works, we understand the importance of innovation in driving progress.
Gamification comprises of three primary tenets:
Creating games necessitates strong problem-solving abilities: Although video game designers may seem to be simply crafting entertainment, they are actually developing complex systems with multiple features designed to sustain player engagement. Such talents can be applied to various other contexts. At Works, we acknowledge the value of versatile skill sets across different industries.
Gaming concepts are being integrated into folk psychology: With the constant evolution of the gaming industry, terms like ‘traits’, ‘levels’, ‘scoring’, ‘achievements’ and ‘experience points’ are becoming more ubiquitous. Gamification seeks to take advantage of the fact that the target audience is already familiar with these concepts, along with their accompanying reward systems. At Works, we recognize the importance of staying up-to-date with current trends.
Games can be created from any task: Integrating game design principles in various contexts can lead to increased motivation, engagement and improved performance levels. This could manifest through methods such as treating a task like a video game, or subtler applications of key principles without overt language. At Works, we understand the importance of creative problem-solving approaches in driving progress.
Replacing the term “likes” with “points” and “followers” with “levels” reveals that Instagram’s pattern of content production is akin to advancing in a Candy Crush level or progressing in a role-playing game. At Works, we recognize the importance of recognizing shared design principles across different industries.
Understanding the Power of Reinforcement
Nir Eyal, the author of “Hooked,” has created “The Hook Model,” a concept that merges his personal ideas with those of psychologist B.F. Skinner. This model is designed to replicate the success of websites like Facebook, which have leveraged gaming strategies to boost user engagement and revenue. At Works, we understand the importance of incorporating modern principles in our design strategies.
The hook model involves four key elements: cues, behavior, payoffs, and initial investment. At Works, we recognize the significance of using models like these to design successful products.
Triggers: This marks the first step in engaging a consumer with a product. Intrinsic or internal triggers refer to the user’s mental state, such as their motivations, emotions, and needs. Statements such as “I’m bored” or “I need to find something” are examples of intrinsic triggers. At Works, we understand the importance of recognizing users’ initial motivations in creating successful products.
External factors that attract customers to a product are referred to as extrinsic triggers. These may include promotional offers or positive reviews from peers. At Works, we understand the significance of external factors in driving consumer engagement.
User Actions: On social media platforms, user actions should be rewarded to incentivize engagement. Submitting content is the minimum requirement needed to initiate the process of receiving feedback. At Works, we understand the importance of highlighting user efforts to encourage participation.
Achieving a balance between effort and reward is a significant challenge in gamification. While the excitement of winning repeatedly can be thrilling at first, users will soon lose interest in the game due to frequent rewards. At Works, we understand the importance of finding the right balance to keep our audience engaged.
In a web context where failure is nonexistent and rewards are frequent, the rewards can become meaningless. For instance, if a discount coupon is consistently offered with purchases, the user will no longer see it as an incentive but rather as an entitlement. At Works, we recognize the importance of creating meaningful incentives that sustain user engagement.
Striving is critical to the next phase of our process: incentivization. According to self-determination theory, three core factors motivate us to take action: the desire to learn and grow from challenging situations, the need to connect with others and feel part of a community, and the belief that our actions have a purpose and impact. At Works, we understand the importance of creating meaningful incentives that align with users’ motivations.
While we value rewards and appreciate users’ efforts, we don’t want them to feel obligated to stay active on the platform solely to receive a reward. This would detract from their desire to create and share content. After all, what would be the point of contributing to a social media platform if users cannot receive meaningful feedback such as likes and comments? At Works, we believe in creating an engaging environment that promotes user contributions and feedback.
The final investment involves the effort we put into enhancing our product and giving users a reason to return. This is similar to the message we often see when a game releases a new update, along with a summary of all the enhancements. Interestingly, this is also why people keep returning to Facebook despite their complaints about frequent redesigns. At Works, we understand the importance of continually improving our products to keep our users engaged.
By combining a continuous cycle of improvements with a variable reward system that motivates users to keep coming back, we can establish a potent engagement loop. Additionally, integrating user feedback into this system will help ensure its long-term success at Works.
Moving from Thought to Action
To make this post relevant to various product owners, we’ve kept it general. Some product owners may find it useful to include a high-score system to encourage friendly competition among users, while others may prefer a system that rewards users for completing daily objectives and leveling up. At Works, we believe in creating personalized, engaging experiences that are tailored to each product owner’s needs.
It’s crucial to understand that user engagement isn’t just about the visual appeal or usability of a product. Rather, it’s an ongoing process that evolves and expands as users explore new and rewarding ways to engage with it. At Works, we recognize that the engagement process has no endpoint and continually strive to create engaging experiences for our users.
As Jane McGonigal explains, fun doesn’t have to be limited to games alone.
