VIHOR ARENA — Gamification strategy

Gamification is seen as a growing trend in mobile promotional communication whereby brands are applying game mechanics and design to non-gaming contexts in order to connect with consumers in a more engaging and creative way.

It is highly important to understand how players engage with rewards because brands can shape consumer behavior through the distribution of rewards. Intrinsic rewards only hold value when they are made public for all players to view.

Rewards are vital for growing loyalty as they encourage behavioral change. We should include tangible rewards into the game, whereby players can use the rewards in real-time, for example a store discount or additional in game goodies.

VIHOR gamification strategy for leveling user profiles to achieve even better revenue from sharing, voting and commenting on content posted by other users will be organized on following:

VIHOR User statuses:

o VIHOR

o VIHOR Silver

o VIHOR Gold

o VIHOR Platinum &

o VIHOR Spartan

VIHOR Power ( every of the statuses has 10 sub levels determined by user Experience, based on platform engagement and VIHOR Challenges achievements).

VIHOR Boosts & VIHOR Swaps (intrinsic rewards for sharing content on external networks, inviting other users to accept challenges and in game achievements).

Competition Increases Engagement If Used Judiciously

Some players are motivated through accomplishment and work towards goals; these players seek challenges and status. Competition will increase if results are made public to all players within the online community.

Social comparison occurs when a player evaluates their own abilities by comparing them with the abilities of others, this is commonly used in fitness gamification apps to promote physical activity.[1]

The effectiveness of competition depends on whether it is constructive or deconstructive. Constructive competition occurs when competition is a fun experience for players, whereas deconstructive competition is a negative experience for at least one player. The reason brands incorporate social comparison into the design of fitness gamification apps is because users become more physically active in order to outperform others.

VIHOR Arena consists of following types of challenges:

1. VIHOR Sponsored Challenges (sponsored by bands and vendors )

2. VIHOR Tournaments (entry fee based challenges)

a. 50% of winning pot for first three places (30% — 1st place, 15% — 2nd place, 5% — 3rd place)

b. 33% to users that voted in this challenge

c. 10% to challenger (person that organized challenge)

d. 7% to VIHOR Platform

3. VIHOR Rising Star (sponsored by brands and vendors)

a. Winner will sign the brand ambassador agreement with sponsor

b. 80% of the sponsorship will go to users that voted for winner

c. 20% to VIHOR Platform

[1] Deconstructing gamification: Evaluating the effectiveness of continuous measurement, virtual rewards, and social comparison for promoting physical activity Zuckerman and Gal-Oz, 2014