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Incentives + Rewards Cheat Sheet

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From MCN2014

Publicada em: Design
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Incentives + Rewards Cheat Sheet

  1. 1. Games vs. Gamification Simple game dynamics can vastly improve the enjoyment, engagement, and content retention a visitor derives from an interactive media experience, whether it be a website, touchscreen or app. Still, "gamification" is widely misunderstood and misapplied. Employing game dynamics generally isn't about creating a video game; it is about providing a user experience that guides visitors through tasks, provides feedback and incentives, and ultimately provides a tangible sense of accomplishment and reward. It is about delivering an experience that recognizes human impulses towards reward, completion, and collaboration to eectively deliver content. CIALDINI'S SIX RULES of INFLUENCE 1 2 3 INCENTIVES + REWARDS urgency game mechanics in interactive museum exhibitions 4 5 6 Reciprocity means giving something upfront and getting something in return. Free oerings are a smart marketing tool to attract new visitors and reward loyalty. Scarcity is all about “I want now what I may not be able to get in the future”. Scarcity drives demand up by being believable and having integrity: you will honor your oer. Personalization / Customization (Likability) references that we do business with people that we like. When the visitor likes you he or she will be more likely to buy from you. If he or she does not like you, your oer will remain sterile. Authority means establishing credibility and expertise. Your visitors should have trust and confidence in your institution. Social Proof is the positive, persuasive influence created when someone finds out that others are doing something.As Yelp and Amazon have shown, consumers are highly motivated by a product's popularity and positive reviews. Commitment/Consistency over a long period of time generates recall and trust. You can accelerate the process of recall and trust through specific campaigns. bluecadet.com 267.639.9956 info@bluecadet.com @bluecadet
  2. 2. ZYNGA'S 10 WAYS to INCENTIVIZE REWARD 1 2 3 4 5 6 7 8 9 10 Challenge is the artful application of diculty to games. It’s what makes them fun and addictive. Don’t be afraid to challenge your audience but, of course, that’s not the same as miring them in complexity. Recognition is the reason we have birthdays and Facebook. They recognize achievement, scracity, and excellence in a context that matters. Badges, mayorships, little gifts - they can all go a long way to make someone feel special. Delight surprises us when we least expect it. Once deployed, it can keep us motivated by looking for other hidden secrets or other moments of whimsy. Problem / Puzzle Solving emphasizes deductive thinking and requires multiple steps to teach new skills. This archetype works well for education games to encourage visitors to struggle a bit to figure something new out. Tracking is the notion of being able to record or evaluate our life in a quantified way. Our workflows, diets, and sleep schedules are all now quantifiable using technology but games have a long history of giving players feedback about their progress before they finally reach the end. Cooperation involves throwing “teams” into a competition and all of a sudden everything is more intense. As much as people like to compete, they like to achieve things together even more, and social games have taught us lessons about that fact for several years now. Competition thrives on the desire to win and challenge others. It adds the possibility of deployability and with social mechanics can encourage sharing and play between friends or strangers. This is perfect for quick bursts and repeated brief engagements. Creation is the emphasis on teaching visitors to use tools to make something. The joy of the experience doesn’t come from a specific plot but rather applying the new tools. An open structure can allow outcomes not originally intended. Collection captures the feeling of ‘wanting it all.’ It works well with finite options and achievements and can be motivated by social status markers like leaderboards. Altruism is the feeling we get when we pay-it forward. It’s the belief that the well-being of others can actually improve oneself (even if it is expected.) bluecadet.com 267.639.9956 info@bluecadet.com @bluecadet