Bot Designers, Developers & Marketers: Champ Bot Review
Champ from Champion.ai has stormed to success, quickly becoming one of the most popular bots on Messenger. Processing 25 million messages in their first few months if their numbers match reports.
Persona
Monica Champ, introduces herself as your personal football assistant. She seems like she has her finger on the pulse of all things football. Want to know the latest results and stats? Enjoy betting against your friends on upcoming games? This is where Champ comes in…
Key Takeaways:
Use a varying reward to keep users engaged.
Just like the Hook model, keep users guessing — predictability doesn’t work. Champ does a great job of implementing this both through content and ingame currency.
Each day Champ sends a message to re engage a user following the hook model.
Take a look at the screenshot below:
Trigger — Claim your daily bonus (with a easy to read CTA pointing at a button)
Action — User is asked to hit “Daily Bonus button”
Variable reward — The daily bonus of in game currency varies.
Investment — The user is invited to make more bets, buy a refill, invite friends or win at trivia to earn more in game currency. All of these things require investment of social, monetary or time currency from the user. Meaning the user becomes more invested in the bot.
On other days Champ engages the user with video highlights of a match from the previous day as well tips on the days popular matches to bet on and tips on how to earn more in game currency.
Again the hook model can be seen:
Trigger: User receiving the message
Action: User is asked to Type either “Share” or “Private Group” to receive more value
Variable reward: Daily tip suggests that is changes on a daily basis in addition to the video highlights of a current game from the night before.
Investment: The user is asked to invite friends or create a private group in order to play against friends
Build shareability into the core product through gamification
Champ bakes shareability into the product by creating a social element to the game. Each day it informs you who’s leading the tournament and encourages you to invite friends & create your own private group.
Once a group is created the interface makes inviting friends and communicating with them within messenger very easy. The leaderboard encourages users to bet each day so that they win more coins.
Sharing is highly incentivized, a referral code like this one gets you 1000 coins: https://m.me/championbot?ref=1338648919589670
Only ask to share once the user has reached the “aha” moment
Champ ensures users have completed an Action in the game that delivers value to them and at a relevant time. For instance, I received the message below having bet on upcoming match which meant my coin balance had reduced. In order to win more I am able to
Closing thoughts
Overall Champ is a well designed bot that looks to have been built with the hook model in mind. Engaging from the start it manages to keep the user (this coming from someone who doesn’t tend to like mini-games) engaged with varying content on a daily basis.
Champ makes good use of Messenger carousel cards, adding images, gifs, videos as well as buttons to them to make navigation easy. Emojis are used wherever it makes sense to do so and text is well spaced making reading easy
They are one of the few bots i’ve seen so far that has nailed user re-engagement and shareability.
