Game Technique #10 for contextual engagement
Core Idea: Narrative is a gamification technique that provides users with contextual information, storylines, or themes that explain why they should engage with a product or perform certain actions, creating meaning beyond the functional aspects.
Key Elements
Implementation Approaches
- Backstory: Creating a foundation story that explains the purpose behind user actions
- Example: Waze showing users as knights fighting a "traffic monster"
- Ongoing Story: Progressive narrative that unfolds as users engage
- Example: Fitness apps that frame exercise as missions in an adventure
- Thematic Elements: Consistent visual and textual themes that reinforce the narrative
- Character Development: Creating avatars or personas that users can identify with
Psychological Impact
- Transforms mundane tasks into meaningful activities
- Creates emotional connection with the product or service
- Provides context that justifies the effort required
- Helps users understand their role within the system
- Connects to Core Drive 1: Epic Meaning & Calling
Application Examples
- Games: Most games start with narrative context about why players should engage
- Examples: Saving the world, rescuing a princess, solving a mystery
- Products: Framing product use within a larger story
- Example: Duolingo framing language learning as a quest to save endangered languages
- Marketing: Creating brand stories that engage consumers emotionally
- Workplace: Connecting daily tasks to company mission and vision
Design Considerations
- Must be believable and consistent with user expectations
- Should avoid being condescending or overly simplistic
- Needs to align with the actual product experience
- Most effective when personalized to user interests and motivations
- Should evolve and adapt as users progress through their journey
Additional Connections
- Broader Context: Core Drive 1 - Epic Meaning and Calling (directly implements this drive)
- Applications: Marketing Gamification (particularly effective application)
- See Also: Explicit vs Implicit Gamification (can be used in both approaches)
References
- Chou, Yu-kai. "Actionable Gamification: Beyond Points, Badges, and Leaderboards."
#gamification #narrative #storytelling #engagement #motivation
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