😳 Aribo And The Seventh Level Of Gamification 😳
We come back with a series of entries describing the successive corners of Octalysis, i.e. 8 factors that make games engaging players and worth using in marketing. Today it is time for the seventh corner – “Loss & Avoidance”. ❌ This drive focuses on avoiding negative feelings and situations. For a player or a customer it can be different: from a situation where their effort, progress and input disappears to, for example, a sense of senselessness and wasted time at the end of a game. 👎
However, this corner can also be used in other ways, as the feeling of loss can be motivating. If people feel that a given chance, an option may not happen again, they automatically want to take immediate action. They are simply afraid of losing an occasional opportunity forever. ✨ That’s why all limited promotions, special occasions make people feel that if they don’t use them immediately, they may never get that chance again. The fear of losing something special limited in amount, sometimes motivates to use this chance quickly. We are also often afraid that if we don’t take the offered actions, we may bring an unwanted event.
And how is the feeling of loss and avoidance realized in games? Well, in most games, in addition to collecting points, the main goal is to stay in the game for as long as possible, passing through successive levels without losing our character’s life. Often, a serious injury or loss of all lives means in the game world that you have to go back to the very beginning of the game with the loss of achievements gained so far. 🏆 Players, still having a vision in the back of their minds of losing the hard progress made so far, want to avoid such a situation at all costs, so they get very involved in successive levels in order to prevent such a loss. To better illustrate how to implement customer engagement in such a way, it is worth to take a look at Aribo. You can create various types of activities (quizzes, taking pictures with proper validation – e.g. there must be 2 smiling people in the picture or a clue to reach a specific, real place using a map). However, you can set in them whether the player, if he does not perform a specific task, is simply not in the final ranking or can quite finish the adventure. An example is a campaign in which there is a quiz, a form of puzzles, questions. If the user of Aribo application incorrectly answers the questions asked, he can end his fun at this point – there is no further possibility to participate in the game and move on to the next activities. Such a loss makes players put more effort into the Aribo campaign because they are afraid of irreversible failure. 👾
It is easy to notice the aversion to losing also in the real world around us. After all, the fear of defeat is not only about games. For example, a third year student. He usually tries to pass a tests in the last semesters, because he is afraid that if he fails to pass the subjects at the very end of his educational path, a few years of his student scientific adventure will be in vain – he will not receive a bachelor’s or engineer’s degree, for which he has already tried for several years. 👨 His efforts will then turn out to be partly wasted, as he will not receive the desired academic title. An investment of time, effort or money may simply turn out to be a waste of these resources.
The feeling of loss of our brains can also be seen as an opportunity. Limited offers and promotions are just an example. 🔥 It is obvious that when we see a TV in the shop at a fixed price for 3000 PLN, we will not be interested in the same as exactly the same item in the advertised, limited to a particular day promotion for exactly the same price. Automatically each of us will think “This offer lasts only 2 more days! – treating it as special. Our thoughts immediately encourage us to buy, especially if we were thinking about such a purchase. After all, we don’t want to miss an opportunity. We automatically think about such an offer a little bit longer, because we feel the pressure of time and the upcoming opportunity date. As a result, we are more willing to buy items from such time- and quantity limited offers. Some online shops, for example, use a mechanism that shows how many items remain in their warehouse. When a buyer sees that there are literally a few items left in their warehouse, they are much more likely to buy it – after all, they do not want to lose a unique opportunity. 😉
Corner “Loss & Avoidance” is a powerful motivational tool that uses all kinds of organizations. Although its techniques are very popular in today’s world, it still works on consumers with high efficiency. It combines well in marketing with other corners described above, such as unpredictability and curiosity. 💁
#Aribo #grywalizacja #gamification #play #fun