Aligning a player’s gaming journey of success and how this is represented to a social audience – an important consideration for western design applicable to emerging markets.
“WHAT THE MIDDLE CLASS WANTS
Broadly speaking, the Chinese middle classes believe that with the right competitive tools, they will find an opportunity to transform their lives, in contrast to a blue-collar laborer, who sees his social and economic status as more or less fixed. It’s the difference between basic needs of survival and physical safety and a need to satisfy social status requirements. The middle class engages with society to get recognition for financial success. It’s important to note, though, that this is not about arrival, it’s about being on the right journey…
“A brand’s success is rooted in an appreciation of people’s fundamental motivations—and in China this means that a premium-priced product must be a tool for social advancement.
“THE JOURNEY OF SUCCESS;
Acceptance. Young college graduates are unproven, in search of acceptance. They need acknowledgment of their potential, not admiration for their achievement.
Recognition. Once strivers are in mid-career, they must be recognized for both their past achievements and their capacity for further advancement.
Admiration and iconization. Toward the top of the hierarchy, the laoban, or boss, requires unanimous respect and deference.