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Badges and rewards in transmedia
• Signal
– What’s possible
– How to get best experience
– What’s expected
• Incentivize
– Good behaviour (community & personal)
• Reward
– Loyalty
• Long-term
• Frequency
• Volume
– “Personal development”
• Hard work
• Excellence
• Multiplatform Engagement
• Quest completion
• Social standing
• Community contribution
Especially important in transmedia when
“how to play” might not be known
• Experience will be unfamiliar to some
audiences
– can use badges to
• signal things to try, steps to take
• Incentivize experimentation
• reward effort
• Social
• Participatory
Want to encourage good community
behaviours (which can be at odds with
personal achievement rewards)
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/
Achievers
SocializersExplorers
Killers
Bartle types
http://amyjokim.com/2012/09/19/social-engagement-whos-playing-how-do-they-like-to-engage/
Express:
create, upload, tweet, post;
Collaborate:
comment, like, help, curate,
vote, rate
Explore:
collect, interact;
Compete:
win
(Express & Collaborate)
IndividualCommunity
Things people like
to do Signalling
Points table,
Fanfare (public awards)
Activity Badge Tree;
Character Development Map;
Locked badge list
Our
Goal
Strengthen the
community
Deliver better
personal
experience
Badges and rewards in transmedia
Badges and rewards in transmedia
• There are three badge categories:
– Hotel badges
reward loyalty and community contribution
– Character badges
reward community contribution and multi-
platform engagement
– Game badges
reward quest completion, activity, achievement
and excellence.
Need to cap at one
interaction per day to
prevent spammy
behaviours. Want this
to be a reward, not a
challenge.
This signals a
“hidden” delight
Signal that there’s
avenues to explore
without giving away
the story
• Be careful what you wish for
– Choose your incentives wisely
• Balance the economy
– Reward without effort leads to spam
Badges and rewards in transmedia
Badges and rewards in transmedia

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Badges and rewards in transmedia

  • 2. • Signal – What’s possible – How to get best experience – What’s expected • Incentivize – Good behaviour (community & personal) • Reward – Loyalty • Long-term • Frequency • Volume – “Personal development” • Hard work • Excellence • Multiplatform Engagement • Quest completion • Social standing • Community contribution Especially important in transmedia when “how to play” might not be known
  • 3. • Experience will be unfamiliar to some audiences – can use badges to • signal things to try, steps to take • Incentivize experimentation • reward effort • Social • Participatory Want to encourage good community behaviours (which can be at odds with personal achievement rewards)
  • 6. Express: create, upload, tweet, post; Collaborate: comment, like, help, curate, vote, rate Explore: collect, interact; Compete: win (Express & Collaborate) IndividualCommunity Things people like to do Signalling Points table, Fanfare (public awards) Activity Badge Tree; Character Development Map; Locked badge list Our Goal Strengthen the community Deliver better personal experience
  • 9. • There are three badge categories: – Hotel badges reward loyalty and community contribution – Character badges reward community contribution and multi- platform engagement – Game badges reward quest completion, activity, achievement and excellence.
  • 10. Need to cap at one interaction per day to prevent spammy behaviours. Want this to be a reward, not a challenge.
  • 11. This signals a “hidden” delight Signal that there’s avenues to explore without giving away the story
  • 12. • Be careful what you wish for – Choose your incentives wisely • Balance the economy – Reward without effort leads to spam