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鼓励用户参与品牌互动,娱乐网站巧用游戏奖励机制

发布时间:2011-04-28 12:17:18 Tags:,,

不少社交游戏玩家都很清楚《FarmVille》和《宝石迷阵闪电战》的概念,但可能还有人没注意到,娱乐行业已涌现了一种新型的在线游戏,通过提供奖励,鼓励用户分享文章、发表评论、观看自己最喜爱的电视剧和电影预告片。

越来越多的用户登录电视剧和电影网站,浏览并了解与电视剧《亚特兰大娇妻》、《顶级大厨》和《灵异妙探》以及最近的热门电影《里约大冒险》相关的资讯,为了鼓励用户不断回访网站,不少娱乐公司和传媒品牌将这种网站浏览经历转变成了游戏体验,让访问用户通过与其他粉比竞赛,赢取积分并兑换品牌商品、旅行和现金等奖励。

tv_psych

tv_psych

这种趋势就是最近人们热议的“游戏化”现象,以奖励手段刺激用户完成相关任务,其性质类似于航空公司的奖励里程项目。

游戏化解决方案供应商Bunchball公司(游戏邦注:该公司主要与电视网络和传媒品牌合作)的客服总监Molly Kittle表示,“游戏化就是将游戏机制运用于非游戏活动,游戏只是一种孤立而有限的体验,而游戏化却可以通过这种体验,使网站本身成为一种让用户相互竞争以记取奖励的游戏。”

社交游戏的这类奖励手段还在不断发展,据eMarket最近的报告显示,超过四分之一的网民每月至少玩一次社交游戏,这个市场今年的产值将达10亿美元。

另一家市场调研公司Gartner则预测,针对消费品市场和用户留存率的游戏化服务,到2014年将与Facebook、eBay或亚马逊这类服务同样重要,届时将有70%的全球前2000名企业或组织至少拥有一款游戏化应用程序。

大众娱乐节目并非唯一采用奖励手段吸引用户访问网站的领域,花花公子和Capital Online Banking也在使用游戏化方法鼓励粉比参与网站互动。

Kittle认为,随着时代的进步,人们将更愿意与多个平台的新型游戏进行互动,他们并不满足于在桌面玩《Scrabble》,他们希望与好友在线进行挑战或协作。如此一来,这些用户就不再仅仅是电视剧和电影粉丝,他们可以通过浏览自己最爱的网站赢取奖励。”

这些公司提供了一系列奖励目标吸引用户积极投入其中,其中的长期目标甚至可能需要用户历时数周或数月才能实现。

在Kittle看来,游戏化的趋势在2010年就已经表现出了征兆,它将在今年更上一层楼,“我们希望游戏化在今年底能够成为主流趋势。”(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

Browse sites and cash in? TV, film fans are game

Social gamers know virtual worlds such as FarmVille and Bejeweled Blitz all too well, but a new form of online gaming is infiltrating the entertainment industry by rewarding viewers with big prizes for sharing articles, making comments and watching trailers about their favorite TV shows and movies.

From TV shows such as “The Real Housewives of Atlanta,” “Top Chef”" and “Psych” to the recently released box office hit “Rio,” more people are logging online to visit TV and movie sites, read news and interact with their favorite shows and films.

But to give people incentive to return to these sites, entertainment companies and various brands are making the browsing experience a game, allowing visitors to compete with other fans to get points that can be redeemed for prizes, such as brand merchandise, trips and cash prizes.

The growing trend — called “gamification,” which can be misleading because not many real games are played on the sites — thrives on the human desire to be rewarded for doing something, similar to mileage programs on airlines.

“It’s about applying the mechanics of gaming to nongame activities,” said Molly Kittle, director of client services for Bunchball, a gamification solutions provider that works with TV networks and brands.

“Games are an insular and finite experience, while gamification takes that experience and the site itself becomes a game as people compete against other fans to rack up points and work toward something.”

Social gaming methods such as these are growing more than ever. eMarketer recently reported that more than a quarter of the online population now plays at least one game per month on a social network and the industry is expected to hit the $1 billion mark this year.

Meanwhile, according to market research firm Gartner, gamified services for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon by 2014 and more than 70 percent of Global 2000 organizations will have at least one gamified application.

Popular shows aren’t the only ones rewarding its site visitors with prizes. Playboy and Capital Online Banking are also encouraging its fans to interact with their site with the help of

gamification.

“As generations evolve, people want to interact with new, multiplatform games,” Kittle said. “They don’t just want to play Scrabble on a board anymore, they also want to go online and play it with friends. This is an extension of just being a big TV and movie fan — now you can get rewarded for the time you put in browsing some of your favorite sites.”

Companies are coupling a series of easy prize targets to get people invested, with long-term point goals that can take a few weeks or a few months to achieve (and require a high level of activity).

“The trend started in 2010 and it’s growing even more this year,” Kittle said. “We expect it to be even more mainstream by the end of the year.”(source:msnbc


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