🎰 Aribo and the sixth level of gamification 🎰
In this entry, we will take a closer look, already at the 6th element, in the Octal of the Gamification, which is “Unpredictability and Curiosity”. We will talk about what unpredictability is and how to use it in marketing using the elements of gamification. 🎯
Basically, one can say that everyone is more or less curious. We wonder irresistibly what will happen next, for example in the game. Players think after buying a new game what it will be like, thus imagining their vision of it. Such creations obviously stimulate imagination and creativity. In fact, imagining the further part of something is an everyday life of each of us, not only the players. Watching a crime film we think and create a vision of who the killer is, reading the book we wonder what the ending will be. 🤔 What is interesting is that unpredictability also pushes people to less positive interests – an example is gambling and various games of chance, of which the name itself informs that these are unpredictable games, and thus stimulate curiosity most. There are many different types of scratch cards available on the market, in which you can win various amounts of money or stay without winning. They are unpredictable, because you never know what kind of scratchcard we are holding in our hands – worth thousands or maybe worthless? 🎲 If it was known in advance that all scratch cards in a given province do not carry a win, probably nobody would buy them. It is the curiosity of the result that pushes people to such games, because you never know, until you scratch, whether you can win some amount of money or not. Scientists have shown that people, knowing the low probability of a positive result, want to see what happens next anyway.
“Unpredictability and curiosity” is the main driving force behind an infatuation with experiences that are uncertain and involve coincidence or ordinary happiness. ✨ It is important to constantly stimulate engagement precisely through unexpected situations, information. After some time, people get used to a given reality and thus get bored because the activities become repetitive, monotonous. In such moments it is worth to take care of an element that will be of renewed interest and thus engage. Even the most modern games with wonderful graphics without an interesting plot will after some time get bored with duplicating, similar levels and thus the player will stop playing them.
Curiosity about the world has actually accompanied us since the beginning of our lives. Even small children are curious about the environment, they want to try and touch everything, they want to explore. They also ask their tutors a lot of questions, really from every field, because they are simply inquisitive, unsure what their environment is, which they want to know so much. Nature to explore is also visible in our ancestors. They often risked their lives or health to see something unknown, discovering new lands, continents, environments. Through curiosity, new resources were invented that help people to survive and prosper to this day. 🚀 All inventions have had curious scientists behind them.
So what’s the risk and the fun? With the right incentives for risk, the game becomes a lot of fun! In Polish there is even a saying “without risk there is no fun” 😁, which perfectly illustrates the role of unpredictability. Research has shown that people are more involved in the experience if there is a chance to win than if they have a hundred percent chance of winning, certainty. When receiving a prize is unpredictable, they want to give their best, they try to win it. But if they know in advance that they will be rewarded, a thought is born in their brain: “What is the actual purpose of trying, of getting involved, if regardless of the contribution, I get the prize?”. Then our joy is equivalent only to the value of the reward. That’s why such unpredictable rewards stimulate the brain a lot more by the thrill of emotions, the uncertainty of whether or not we will get a reward. 🧠 A random form of rewarding stimulates people, they want to try their happiness. In many marketing applications there is some form of surprises, competitions. An example is the Aribo application, in which a player going through a given campaign (e.g. advertising) in one of the activities, steps, encounters the Wheel of Fortune. After turning it around, he can, but does not have to win a prize – his luck really decides. It is through such elements in applications that the player’s curiosity and involvement is stimulated by the unpredictability of subsequent actions. The whole promotional campaign may turn out to be an unusual way full of surprises that nobody expects. 🃏
#Aribo #grywalizacja #gamification #play #fun