A few years ago, we heard a lot of talk about “gamification”. It’s pretty intuitive: real life is boring and frustrating -> games are engaging -> make products/ services/ etc. more like games.
Since then, gamification hasn’t seen as much publicity.
However, you can see its influence in many industries: it’s hiding behind improved customer loyalty programs, social media experiences, and even Unicorn-fucking-fraps.
This makes sense. Much of game development is user experience (UX) development. Games are (interactive) user experience variously in the forms of narratives, spreadsheets, art, and entertainment.
So, naturally, game designers tend to make pretty great UX designers.
What fascinates me, however, is how so many industries have missed the point or failed completely to jump on the bandwagon. What follows is a couple of US-centric examples.
Monopolistic Papercutting Dingleberries
Take, for instance, Albertsons/ Safeway and their million brands. At the moment they’re running a “Monopoly”-branded sweepstakes. Basically: buy shit, get tickets, win shit.
Now, the choice of “Monopoly” is, of course, hilarious. The obvious reason I’m amused is because Albertsons was recently under some heat for having too much control over the market (aka, monopolistic powers). Also, Monopoly is a terrible game by contemporary design standards. No doubt, they picked it for brand recognition: it’s perhaps the best known board game of the 20th century. But all of this is beside the point.
From a single consumer’s POV in the trenches (checkout lanes), I can only imagine that they’re losing participants and sales boosts year-over-year; churn is high and replacement rate is nonexistent. Surely the paltry $0.50 coupons aren’t seeing redemption beyond dedicated couponers.
I’d love to see the numbers behind the Monopoly sweeps to prove me wrong.
It seems to me to have been designed by some idiotic suits in corporate marketing high-rises who know nothing about actual player engagement. They must have researched as far as an article about how larger prizes create greater sweepstakes player engagement and said, “Fuck it, making a game is easy.”
What they’ve got is painfully menial (not unheard of in games…) while lacking sufficient, regular rewards (whoops, that’s the trip; you’ve gotta do at least one or the other). It suffers from arcane rules like hidden, tiered rarities, and online second-chance sweeps. And it fails to account for human fallibility: even if an active player got that one rare piece they need, will they notice in the monotony of flipping through their collection?
I’m sure someone somewhere thought lower redemption rates were a good thing. In fact, they are not. If no one ever won the prizes on lotto and scratcher tickets, no one would play. Likewise, if no one claims your prizes, you’re not gaining customers who will come back to buy more of your crap.
To Albertsons: Might I point you to the gambling industry and the brilliance of slot machine design? Or perhaps you’ll be interested in talking to the mobile F2P giants about Skinner boxes? If you’re going to go full skeezy money-grab, you should actually study how to be a piece of shit and do it well.
Of course, maybe I’m wrong. That’s certainly my opinion and observations as someone dedicated to honing my corner of the craft. Still, I’d be impressed if it weren’t floundering this year.
Missed Connection
You know what other experience without a doubt needs a UX overhaul?
Airports and airlines.
Talk about missing the gamification bandwagon. From customer acquisition & retention, ticket purchases, obscene post-purchase legal agreements, TSA checkpoints, the in-flight experience, baggage claim, and customs, it’s a shitshow.
I love to travel. I’m one of those rare people that even enjoys the monotonous moments.
I hate everything about having to take a flight.
Airlines feel like they’re stuck in 1950s, despite the fact that flying was supposedly more pleasant back then. Cookie-cutter marketing, bland presentation, and peaks of stress in-between a general sense of arduousness:
It’s got more rough spots than a sun-blasted hobo sleeping on granite.
- No user reward cycle in the short loop
- Everything feels like a punishment, without regard to user input or choice
- Corporate interests > the service provided
- Little to no user agency or engagement
- Worse latency than Supersonic Acrobatic Rocket-Powered Battle-Cars (heh, sorry Psyonix — that game was actually a gem… for local splitscreen)
- And the only interesting aesthetics are: other travelers, clouds as-seen-through-tiny-ass-windows, advertisement posters selling more garbage, various hues of biege or gray decor, and the rare piece of architectural art
Need I continue?
Here’s the point, folks
Gamification is here and it makes life pleasant. It’s a tool, it’s fucking effective, and it’s here to stay.
Like any tool: it can be used for evil and it can be used like a dolphin with a pickaxe (poorly). None of that stops it from being effective or being wielded for perfectly good reasons by everyone else.
At least take the time to get a feel for its heft and balance.
Pat out.