Understanding Game Mechanic Marketing 5


Can game mechanics help you reach your customers?

The explosive growth of Zynga – the makers of Farmville, a popular Facebook game – and of casual games on the iPhone and other platforms – has brought with it more interest in using game-like mechanics to attract customers.

Famously, Zynga asks its players to invite their friends on Facebook in order to enhance their gameplay experience. Their customers are the sales force for the product – and it’s been phenomenally successful.

Other companies have taken notice, and are looking to apply lessons learned in the games industry to other businesses. The interest level has been so significant that there will be a “Gamification Summit” in San Fransisco in 2011.

Game Mechanics – An Old Technique, Re-branded

When a bank pays its customers a small bonus in return for recruiting a friend to open a checking account, it’s a kind of game.

When airlines provide bonus points for behavior that they prefer to frequent fliers, it’s an example of a game.

You can stretch the definition further for other industries.

The Elements of a Game

Games at the most basic level are made up of a few elements: a challenge, the possibility of failure, and the possibility of victory. The framework of a game assists marketers in understanding how to structure incentives and disincentives.

If you want to provide rewards for a kind of behavior for your customers, you need to create a structure for communicating that. Effective games provide compelling challenges, interesting rewards, and communicate the overall structure clearly.

The credit score is a kind of game, but it’s applied in a ham-handed fashion. You need to subscribe to multiple services in order to monitor your report, which isn’t presented in an entertaining or engaging fashion. The method for calculating the score is obscured. Lenders rarely communicate anything directly to borrowers immediately to reinforce or discourage certain kinds of behavior. The reactions are typically delayed. If you miss a bill payment, you’ll get a letter in the mail a week later.

In contrast, in a well-crafted game, the player will receive immediate feedback and a reward of some kind for behaving the way that the designer wants them to.

Game design isn’t just another feature to tack on to your promotion materials. It’s a way of communicating incentives and disincentives. There’s much more to it than merely creating an efficient Skinner Box. Rats can be persuaded easily with pellets. People are much more picky about who they listen to.

[Photo credit: aldrin_muya, Flickr]


About JC Hewitt

JC Hewitt is an independent copywriter and marketing consultant based in New York City. He loves innovative companies of all sizes.

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  • Anonymous

    Great article. Engagement via social media does seem to involve a gaming element and this does seem like a natural direction for advertising and marketing to take.

  • There really should be a Facebook “trends” as you mentioned on JCHewitt.com (Every Bubble Needs a Narrative http://bit.ly/cCcv5s). That said, there are still ways to scour around FB for evidence of trends just by typing in keywords into the search box and seeing how many likes or friends a subject has and looking for synergy for a game / fb app there.

    • It may be possible to scrape that data and make some sense of it. Maybe the application already exists and I’m not aware of it. I know plenty of companies exist around researching Facebook, so there’s probably proprietary stuff floating around.

      FB is kind of wonky as a platform because of privacy issues. Not everyone wants everybody to know what they Like.