in social networking sites
Gamification is the use of game play mechanics outside of the
gaming world. Examples would be the use of point systems and badges
to reward and influence behavior. While
"gamification" has become a trendy buzzword, the concepts
in use since the emergence of social networks.
Challenges of gamification
of the challenges with gamification is that often times, it is
not implemented well and feels like work for a user. For example,
marketers often use the tactic of having users collect points
by purchasing products or by performing tasks
Collecting points can be mundane, as gamers
like being able to strategize and to feel a sense of accomplishment.
It’s not about just reaching level 100 because I purchased
certain products, but rather that to reach level 100, I as a user,
had to beat a game,
and outwit opponents. Collecting points can be a boring
process without any inherent challenge and can feel like a chore,
there is a reward in the end.
Qzone uses gamification to encourage use
An example of a social
network that has used gamification is Tencent's Qzone, which
in the past tried to retain its users by
leveling system, ranging
from Level 0 to 7. This is similar to the character-leveling
model found in online role-playing video games. This strategy compels
users to continually pay for Qzone services because it gradually
unlocks features such as video, larger photo albums and makes
certain goods such gifts, picture frames free for continued use.
Subscribers can also increase
their level ranking from zero by the amount of time they remain
on the paid subscription service. Users also accrue levels
by adding paid features such as Mobile Qzone.
user levels rise, rewards such as backgrounds enhancements, dynamic
profile photos, additional room for notes and pictures, and the
ability to upload videos become available for use.
With this level rewards system, Qzone hopes to lengthen
the time spent by users interacting with the site and lock them
the long run. It hopes to be a self-perpetuating growth model,
as these rewards will lead to further purchases of virtual goods,
then leads to more rewards.
Besides directly adding games, integrating elements of gameplay
mechanics, as in gamification, can encourage users to stay
with a Web
us for more information.
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