Rewards that can only be received through the actions of other users
Core Idea: Social Treasures are valuable items or benefits that cannot be earned or purchased directly by a user but must be gifted to them by other users, creating reciprocity loops and social interactions.
Key Elements
- Gift-only acquisition: Impossible to earn or purchase directly by the recipient
- Zero-sum avoidance: Givers typically don't lose anything by giving (unlike traditional gifts)
- Reciprocity driver: Encourages mutual gift exchanges between users
- Network amplification: Motivates bringing in new users to expand gifting opportunities
Implementation Methods
- Friend bonuses: Rewards that friends can give each other at no cost to themselves
- Vote mechanics: Collecting support/votes from others to gain rewards or recognition
- Cooperative unlocks: Features that become available when friends perform certain actions
- Resource sharing: Ability to send resources or boosts to friends
Real-World Examples
- Farmville's special items: Certain virtual goods only obtainable as gifts from friends
- LinkedIn endorsements: Skills validation that must come from others
- Electoral votes: Cannot be self-given, must be earned from others
- App referral bonuses: Where both referrer and referee receive benefits
Design Considerations
- Balance gifting ease: Make giving easy but meaningful enough to maintain value
- Prevent gaming: Design against fake accounts or system manipulation
- Variability: Include rarer social treasures to increase perceived value
- Reciprocity opportunities: Ensure recipients have clear ways to reciprocate
Psychological Impact
- Creates social obligations and strengthens networks
- Fosters goodwill and positive associations with the platform
- Generates conversation around the experience/product
- Builds community through shared resources
Additional Connections
- Broader Context: Core Drive 5 - Social Influence and Relatedness (social motivation)
- Applications: Viral Loop Design (implementing effective social sharing)
- See Also: Group Quests (another collective action mechanic)
References
- Chou, Yu-kai. "Actionable Gamification: Beyond Points, Badges, and Leaderboards."
- Cialdini, Robert B. "Influence: The Psychology of Persuasion."
#social-dynamics #gifting-mechanics #gamification #reciprocity
Connections:
Sources: