⏰ Aribo And The Eighth Level Of Gamification ⏰
It is time for the last description of one of the eight particles of Octalysis. It’s time to take up such a topic as “Scarcity & Impatience”… Seemingly, they are quite skeptical. So how to use something like this – seemingly negative – in marketing? We invite you to read it about it! 👀
Generally speaking, this corner focuses on what we’d like to have, but we can’t get it. In the game world, this method is used to collect the prize – you can collect it, but only when you get back in a few hours. Similarly, the popular Aliexpress shopping service uses this method. You can often win coupons there, but only one at an interval of several hours. So the user has the option to receive gifts, but not immediately, he has to wait for them. The fact that customers cannot receive the full prize package immediately makes them think about it all day long. They don’t want to lose the chance to get them. They have to remember to enter the application in a dozen or so hours. ⌚ Facebook is also an interesting example from the past. Initially it was created for Harvard, then implemented in another few schools, until it finally opened to all colleges. When this happened, many others finally wanted to join it, as it was impossible before. This is where the corner of “Scarcity & Impatience” also worked.
As you can see, this corner makes consumers think more strongly about a thing because they can’t get it. 💁♀️ They have to wait a certain period of time. Another example is simply the fact that a given good is very difficult to obtain. People have a natural tendency to have what they can’t quite afford. Quite an everyday example is food – e.g. a bar of chocolate, which lies on a shelf. Then it is forgotten and we pass by without paying attention to it. It is only when some other person in the household consumes it and it is missing that we start to think about it and want it. We think about it more, because it’s gone, we can’t have it.
This corner, as Yu-kai Chou writes, is “totally unintuitive, irrational and emotionally difficult to use”. Most people think that if something causes not entirely good emotions, like impatience, it is undesirable. However, it is precisely by using this part of the Octalisation of the Gamification, that we can exert a commitment on our recipients. The human brain naturally and quite intuitively seeks things that are quite rare, unique and poorly accessible. 🧠 “Scarcity & Impatience”, when used correctly, can be a very strong power to motivate customers. Above all, it is not an obvious and therefore popular tool used by most competitors. Pressure to wait some time to get an item “forces” people to be diligent and self-controlled. They have to remember and control time in order not to miss a chance. This, of course, also makes the thought of a given good instilled into their thoughts – if they want to get it, firstly they must remember about it, and secondly they must control the time/ availability to get it. 😉
The Aribo application also uses this corner in its actions. “Scarcity & Impatience” can be found in strictly time-limited campaigns. The administrator of a given game can determine its time frame: for example, from 01.05.2020 to 05.05.2020. If someone wants to pass the game in April or even 06.05.2020 it will be impossible. ❌ Users must remember about the time availability of a given campaign if they don’t want to lose their chance to go through it irrevocably. This motivates them to think about it, but also stimulates their engagement.
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