loyalty or addiction?

Game rewards can sit in a structure & have a purpose of generating emotion and loyalty for a game. Loyalty is a slightly different, more conscious and perhaps more positive version of addiction.

Is there a good loyalty encouraging structure for your game’s rewards?

“Finding the right reward model

…loyalty programs provide a good basis for understanding the basic levers of incentives and rewards…

  • The frequent flyer model — Participation -> richer experience — …reserve exit row seats in advance, get a United representative on the phone quickly, and — best of all — board before the unwashed masses.
  • The credit card points model — Participation -> cash …most, an accrued currency ("miles" or "points") are exchanged for tangible goods…
  • The American Express model — Participation -> manufactured exclusivity — "Membership has its privileges." Amex marketing has taught us that simply using the card communicates a sense of status. Invitation-only web services …offer a certain cache to the users as representations of geek cred.”

http://www.cooper.com/journal/2009/04/loyalty.html

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: