Speaking of gamified gameplay in Internet products, more people will think of Pinduoduo. The e-commerce gamified gameplay led by Pinduoduo is a strong guarantee for its user activity and growth. Multiple gamified gameplays have been used as fixed functions of the Pinduoduo APP. normal operation.
After Pinduoduo, gamification has gradually become popular in e-commerce products, and now it is applied to more industries and products.
Didi Chuxing, an Internet travel platform, not only highly borrowed Pinduoduo's red envelope cash game play in the Hua Xiaozhu taxi APP launched for the sinking market and young users, but also launched two gamification games in the Didi Chuxing APP. , including the “Didi Orchard” that does not match the tonality of travel products.
How much potential is there for well-recognized gamification? Can other products such as online education, content information, and mutual gold products also learn from gamification? How to learn from it? This article shares the discussion with you.
Using the golden circle rule (ask the reason-why first, then talk about the method-how, and finally talk about the result-what), analyze the role and value of gamification in Internet products, and abstract the five elements for successful gamification. Combined country email list with the specific cases of the gamification of major Internet products, we will explain in detail, enjoy.
1. Why do we all love gamification - the consensual desire of product users
Briefly explain the definition of gamification. Gamification is not the same as games. Gamification refers to the use of game elements and game design techniques in non-game scenarios to increase user participation in a more game and interesting form.
For users, gamification means fun and harvest; in the ingeniously designed gamification gameplay, it can trigger the user's internal and external motivation, and users are willing to invest time to enjoy the fun of gamification, to pursue the achievement of honors, self-improvement, and gifts Rewards, social connections, etc.
For products, the most important thing about gamification is user input. Users are willing to invest time and energy to participate in gamification functions or activities in the product, thereby increasing the duration and frequency of product use; on the one hand, it can cultivate users' familiarity with the product and use habits, and on the other hand, combined with the design of gamification mechanism, it can directly guide users In the process of participating in gamified gameplay, HVA (high value action) is generated to contribute value to the product.
Taking Didi Chuxing as an example, Didi mainly meets the daily travel needs of users, and the tool attributes are used up when they are used up; however, with the expansion of Didi's business territory, it has launched goods and moving, car owner services, financial services, and car rentals around travel. In the business of buying a car and other businesses, it has also tested the water delivery business, and launched the community group purchase product Orange Heart Choice.
In addition, the high-profile "0188 plan" shows the ambition and anxiety of Didi's business and user growth; don't users know about so many functions and services? Guide users to understand the use of game play; how to achieve such high business and user goals? Gamified gameplay increases user activity and guides user fission, and it is more in line with the characteristics of the sinking market and increases users in the sinking market, which also shows the certain rationality of Didi’s launch of “Didi Orchard”.
Although gamification is not a panacea, it is a powerful weapon for Didi's next step.
The main goal of gamification is to break through the growth bottleneck of the number and value of product users. From the perspective of users and products, it can better illustrate the underlying logic and real value of gamification.
Most of the needs solved by Internet products are not the high-frequency pain point needs of users. From the perspective of user needs, the era when a large number of users can be harvested by just making a function is long gone.
In order to achieve growth, current products must do more functions or activities from the perspective of the company's products, but these functions/activities often do not meet or even contradict the needs of users; for example, we all hope that users invite friends to use Its own products, but general products still do not reach the level of word-of-mouth recommendation. It is still against the wishes of users to invite friends. At this time, there is a contradiction between product goals and user needs.
The value of gamification is shown at this moment. Gamification is an effective way to weaken or even solve the contradiction between user needs and product goals.
Gamification guides users to perform behaviors they would not like to accomplish in order to achieve the goals of the product in interesting ways that users are more receptive to and engaged in.
Why do you love gamification? Product users wishful thinking, why not do it.
2. How to do a good job of gamification-five elements of gamification
Most products can be transformed into gamification, e-commerce can, travel can, online education, content information, mutual gold products can be, because users have a high degree of acceptance of gamified content, appropriate gamification design can realize user However, the product and user characteristics determine the form, content and input and output of the product for gamification, which requires targeted decision-making.
If you decide to do gamification, what are the conditions for a successful gamification gameplay?
In his book Game Changes the World, McGonigal describes four defining characteristics of games:
Goal: The specific result achieved by the user participating in the game;
Rules: restrictions on how users can achieve their goals;
Feedback system: Tells how far the player is from the target;
Voluntary participation: Users understand and are willing to accept goals, rules, and feedback.
Among them, the voluntary participation of users is the result of the collective action of goals, rules and feedback systems.
These four characteristics can be directly applied in the gamification framework to help us build the basic gamification gameplay structure.
However, a more complete and successful gamification project should also have five elements: scene elements, interaction elements, social elements, hook elements and fission elements.