Mobile games have cracked the code on creating meaningful user engagement, something marketers have struggled with creating in mobile experiences. One method to rethinking how to approach the design of those experiences is by the application of gaming personas to the development process.
By matching these game personas against certain game mechanics in your design, you are better enabled to influence users to take desired actions, complete goals, and interact with others. This is the second entry in our three part series on applying game personas to the design of mobile experiences: Personal Motivation.
Traditionally, marketers identify specific target segments and then attempt to strategize the audience’s needs and desires in an effort to design a campaign or message that has the greatest chance of being effective. Because gaming personas rely on an actual test of engagement, guessing is taken out of the equation.
At its core, the most simple motivator to play a game is for enjoyment. As we start to better understand how we can fulfill consumer needs, we open ourselves to building more meaningful experiences with no motive other than to please the user.
By applying this same theory to our marketing mix, we force ourselves to start with the question: What does my consumer need in order to feel fulfilled? This is quite different from the typical approach taken by marketers: What do I want my consumer to do on behalf of my brand? Our approach designs for humans, not functions.
Marketers are then free to concentrate on more powerful and more personal engagement mechanisms. Mobile games are purposefully designed to allow an audience to engage in a way that empowers their individual style of interaction. This individual style is categorized not through conventional socio-demographic means, but by the interaction triggers which create engagement.
Make sure you didn’t miss the first entry in our series: Universal Use. Stay tuned to the blog or follow Dragon Army on Facebook andTwitter to stay updated as we continue our series on applying gaming personas to mobile marketing.