Gamification in practice at Arimac — S.C.O.P.E Framework
In the ever-changing landscape of the digital industry, all apps and digital streams are actively looking at how can they improve engagement with consumers. Getting through to the consumer’s mobile is the easiest task compared the struggle of keeping an active channel for engagement. The extension of the app/web page is the most personalized channel of communication for a brand giving an opportunity for them to directly connect with the consumer.
Building out this channel will create a powerful tool if harnessed correctly as it will give a platform to connect directly with the consumer, analytics to back the user behavior and insights that no market research will be able to provide.
The generic formulae most of the brands utilize is a points system, elements of loyalty, leaderboards, and giving out badges. Has this resulted in giving the best experience or are we using these apps simply because of these elements? Some apps have been extremely powerful in defining them to be the channel of their own and the mantra of creating repeat visits and longer duration of stay in their apps.
The main science behind this engineering genius is to create digital medium around successful implementation of “Gamification”. Gamification as a theory signifies on the application of game design elements in a real-life context in driving the desired behavior. The gaming apps and games statistically show significantly higher engagement and retention rates compared to most commercial brand-driven apps. This gives a clear indication of the use of gamification and using game design elements.
We at Arimac have come up with our own framework in Gamification called S.C.O.P.E which showcases five essential principles around driving successful implementation of gamification in the APAC region.
S — Social
S denotes to Social which drives the power of creating an app which is having its own base and the ability to create the voice of the user been heard in the larger context. Games have successfully implemented this strategy considering a simple example where they constantly listen to their community in driving game developments such as balance updates. This gives the ability to drive gamers to feel that their voices are heard and the game is evolving with them. In the business context, this can be of the nature of asking for customer feedback and polls used to drive promotions.
C — Curiosity
Repeat visits and loop optimization is key for an app to be used in the longer run. Application of customized push notification is an effective method of using this as a mechanism yet if the trigger from the notification is known the dropout rate from the app notification is also going down in the longer run. The second element that is a must to be present is the “Curiosity” factor. The consumer has to have the element of surprise on what’s in store and what they can discover in the app.
In games, we see this with loot boxes, chest openings and other loop optimization techniques made especially with freemium titles on offer. This creates the excitement in discovery which gives a sense of accomplishment and joy that user will keep coming back to the game. In the app called “Dialog Mega Run” we managed to successfully implement this principle by creating a spin the wheel which gives out instant rewards of data. The amount of data is wrapped with the Spin the wheel which heightens the curiosity factor.
O — Own it
The sense of ownership of avatar or the character in a game is pivotal in creating attachment of user to game. This bond is important for the evolution with the user which gets the player to spend more time in the game avatar with the impression created to drive the user to spend more time on themselves digitally. In relating this on the business context number of apps taken the same approach of creating avatars. In one of the apps we created at Arimac called “RB Quest”, the consumer is given the opportunity to find RB coins (Virtual Coins) which were then given the opportunity to convert coins into voice, data or SMS giving the power to the user in creating their own plan for usage.
P — Progress it
In games, it’s of para-importance to gamers to “Level Up” and proceed with growth in the game. The growth in the game or progression creates another intuitive need to spend more time and effort in completion of the quest. In a non-gaming context, progression is shown in number of ways. This can be seen in one of the apps we have developed called IMI Club which denotes a platform filled with mini-games. In this platform it showcases player cognition via a mind map; this creates a compelling reason for the user to check on the progress and how it will showcase his/her cognitive strengths.
E — Epicness
Games are well known for driving the core-principle of creating heroes and instilling “heroism” in players. There is an epic reason for the continuation of playing- it could be that the player is in the battlefront and the last soldier in the frontier, the fastest racer around or even a simple task saving the princess our favorite plumber Mario is focused on. The reason its Epic is that a larger than life calling giving users a purpose to be part of it. In a business context this is with reference to the feedback and creating user-centric experiences. In a reality TV solution created for Hiru TV, we managed to connect the user with live television where their vote will be showcased live on screen.
Gamification and its principle in creating solutions in future are pivotal that in development the focus is at the core in building the best solutions. SCOPE Framework helps us to instill gamification principles in an impactful manner while keeping the core requirement untarnished. This is a way of disrupting the future and creating functions to be “fun” orientated.