New Gamification Psychology: 7 Types of Gamification-ees

What Customers Want

Traditional game players can be divided into personalities that characterize their gaming preference, which shows what types of video games they prefer; for example, a Role Playing Game like Zelda vs. a First Person Shooter like Halo. The standard is Bartle’s Test of Gamer Psychology, and while it’s handy for learning what gamers want, the model needs to be reinvented for Gamification.

The Bartle Test of Gamer Psychology is a series of questions and an accompanying scoring formula that classifies players of multiplayer online games into categories based on their gaming preferences: Socializer, Killer, Explorer, Achiever. The test is based on a 1996 paper by Richard Bartle. As of September 2009, the test had been taken over 500,000 times….” (more) – gamification.org

Gamification is different than gaming. Its’ gaming elements, like badges and challenges, are secondary to the product or service: the elements are there to enhance. The “players” are also a range of people: from those totally inexperienced and uninterested with game playing to the hard-core gamers. The point of gamification for businesses is to make a better customer experience and increase engagement, but what does it mean to your customers?

7 Types of Gamification-ees 

Get into the mind of your customers and try to find out the underlying reasons why gamification will work on them. These personalities can over lap and are applicable for enterprises, apps, websites, brands and services looking to gamify.

1. Socializer – “Wanna check out my badges and tweet about it?”

  • Description: loves to be part of the crowd. Likes the gamified experience because it connects them with a community.
  • They want: badges that can be shared and group challenges/tasks

2. Expert – “I have no authority in real life, but the badge says I do”

  • Description: loves to feel wanted and have a reputation for knowing something others don’t. They participate because of the status or special features they will achieve.
  • They want: exclusive rewards and achievements that connect their goals and values.

3. Clueless – “Ooo flashing lights!”

  • Description: doesn’t know they’re being gamed. They appreciate the user-experience and design, but don’t pick up on the subtlety of the game mechanics.
  • They want: progression bars, levels or steps, and aesthetics.

4. Storyteller – “My life isn’t exciting, but this is”

  • Description: always finishes a movie or book just to see how it ends. Create a fantasy or quest and they’ll share it with their friends.
  • They want: fantasy stories with characters and a dilemma.

5. Greedy – “I love cheap stuff!”

  • Description: doesn’t care for the experience; it’s the discounts or incentives the company provides that the customer is after.
  • They want: discounts linked to challenges or tasks.

6. Challenger – “I’m better than you” 

  • Description: loves competition and are “in it to win it”. Not interested in the prize itself but the feeling of outsmarting others.
  • They want: leaderboards, progress bars, and experience points that are publicly featured.

 7. Timeless – “I don’t have time for you – this badge will have to do”

  • Description: has little time for maintaining important relationships, either with coworkers or friends. They will use game elements to gift others or give badges of feedback as a way to maintain connections.
  • They want: badges, gifts, and helping others level up.

This list hopefully got you started with thinking about what your customers are really looking for and how game mechanics can help them achieve it! Check out Gamification Platforms, Gamification Expert insights, and should you gamify your business? to get more info!

Think of another personality that responds to gamification?

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