Page 1
3 Gaming Tacticsto Supercharge User’s
Motivation
5 min read
Page 2
Whether it’s winning EPIC boss fights,
Game: Shank
Page 3
Solving ENDLESS puzzles,
Game: FEZ
Page 4
Or failing AGAIN AND AGAIN...
Game: Flappy Bird
Page 5
One thing is certain.
Page 6
GAMES ARE HARD WORK
Page 7
AND GAMERS DON’T GIVE UP
Page 8
Read on to learn how games keep players motivated using 3 crucial steps.
Page 9
Please allow me to introduce myself first
Page 10
Hi, I’m Dori Adar.
I write and talk about the intersection of video games and non-game consumer products.
www.DoriAdar.com
@ Dori Adar
Page 11
3 STEP MOTIVATION MODEL1. Aspirations and Social Proof2. Milestones3. Small Victories
Page 12
3 STEP MOTIVATION MODEL1. Aspirations and Social Proof2. Milestones3. Small Victories
Page 14
That’s the opening screen of Monkey Island (™).When I saw that as a kid, 25 years ago, I was like...
Page 15
Hell yea! Me too!
Page 16
Kids these days have different aspirations.
Page 18
Kim Kardashian: Hollywood, a mobile game by GLU,was all the rage on the app stores in 2014.
(Rage = $200 million in revenue)
Source: Forbes
Page 19
Both games inspire their users to BECOME SOMEONE.
Page 20
Both enhance this goal with SOCIAL PROOF.
Page 21
Each character in KKhas a very visible “celebrity rank”
as a constant reminder of the main quest.
Page 22
And there’s Kimthe primary role model.
Page 23
In Monkey Islandeverybody is a goddamn mighty pirate
Page 24
But you.
...except for YOU
Page 25
3 STEP MOTIVATION MODEL1. Aspirations and Social Proof2. Milestones3. Small Victories
Page 26
It might take weeks of gameplayto become a pirate/A-lister.
Page 27
That’s why it’s so important to set milestones along the journey.
Page 28
Finish these trials and become a pirate in Monkey Island.
Page 29
Make it to the next celebrity level on your way to becoming
an A-lister.
Page 30
Milestones assure users they are on the right track,and should always seem within reach.
Page 31
3 STEP MOTIVATION MODEL1. Aspirations and Social Proof2. Milestones3. Small Victories
Page 32
A journey of a thousand miles begins with a single step.
Page 33
Each step is a small victory.Games give us plenty of these.
Page 34
In Monkey Island, each time an item is picked up, or better yet, is used: It’s a small victory.
Page 35
Acquiring fans by participating in events and dates are KK’s small victories.
Page 36
Each time the user logs into the game she gets her fix of small victories.
Page 37
That’s how playing turns into a daily habit.
Page 38
Let’s take some non-gaming examples that use this model.
Page 39
Is an online education platform for learning code.It is used by 24 mil users.
Page 40
The ASPIRATION is clear, right from the homepage.
Page 41
Enhanced with SOCIAL PROOF.
Page 42
This is aMILESTONE.
Page 43
And here are the small steps, the
SMALL VICTORIES.
Page 44
But hey, Learning to code is BORING…
Let’s spice things up.
Page 45
Is a dating app/game that has made over 1 billion matches.
How do they motivate their users?
Page 46
Tinder’s go-to-market strategy was to acquire hot students to be the first users,
for social proof’s sake.
Page 47
It worked. Tinder became the first dating app to break the online dating stigma.
Page 48
Tinder users’ aspirations may vary, but are always related to meeting new people.
Page 49
The milestones are the DATES...
Page 50
And of course small steps → SMALL VICTORIES.
Page 51
Once Alison and I finally meet...
Me Alison
Page 52
It will be these pics, SMSs and other small victories gestures...
Page 53
That keep this new relationship aliveuntil the next milestone date.
Page 54
Remember this 3 step plan......And motivate your users
WITH LOVE!
Page 55
Feeling motivated?
SHAREWanna get some more?
www.DoriAdar.com
Thank you Sarah Keyes for reviewing this slide.