Since user engagement directly correlates with business profitability, how can we utilise gamification to increase user engagement?

User engagement directly correlates with overall profitability since highly engaged users are more likely to purchase, signups, or subscribe. This allows businesses to make money from the product or service with ads, subscriptions, or sales. Furthermore, they also can generate new users by sharing the product or service with their friends. But how can we motivate the user to increase their engagement?

In the Gamification & Behavioral Design : Octalysis framework, Yu-kai Chou divides user motivators into two, Black Hat and White Hat. White Hat motivators are considered very positive motivators, while Black Hat motivators are considered negative ones.

White Hat Motivators

White Hat motivators are considered very positive motivators since they increase user engagement by empowering the user. It makes the user feel successful through skill mastery or expressing creativity. It makes them feel good and powerful.

One of the White Hat Motivators is Epic Meaning and Calling. Many times in games, the narratives started with the world is about to be destroyed, and you, can help to prevent it. Making the user as the heroes motivates the user as they believe they are engaged in something bigger than themselves.

You can also encounter these drives outside of a game. For example, users willingly maintain a forum or contribute to a non-profit website such as Wikipedia.

This core drive is activated when your system inspires people and gets them excited about being part of a bigger purpose or plan. When your design or product demonstrates deep and sincere passion towards a higher vision, others will want to believe in you and be on the journey with you, even if it means preceding financial compensation

People are compelled to write review without being paid as they feel like helping other user and business.

Black Hat Motivators

Black Hat motivators are considered negative motivators since they increase user engagement by “manipulating” the user. It compels the user to take particular action quickly, without feeling completely in control.

One of the Black Hat Motivators is Unpredictability. Think about slot machine gambling. Players are consistently losing money every time they pull the lever, but they are engaged and even cannot stop playing. The unpredictability of winning adds the fun makes the user crave for more. Many companies utilise this technique by providing a random reward or easter eggs.

The other Black Hat Motivators is Loss and Avoidance. One of Loss and Avoidance method is countdown timers. They imply the sense of scarcity and loss, pushing the user to act now.

Shopee utilizing unpredictability to increase user engagement

Incorporating White Hat and Black Hat Motivators in your Design

While White Hat Motivators can be effective for the long term, they do not give the user a sense of urgency. For example, while users know that their review on an e-commerce platform can help others make buying decisions, they don’t have the urge to write a review as soon as possible. Postponing the action might end up with the user abandoning the task altogether.

On the other hand, Black Hat motivators compelled users to act quickly, even though it is only effective in the short term.

One way to combine both motivators is by combining narratives with unpredictability. For example, to solve the issue above, you can drive user review by providing easter egg. This brand provides a mystery box containing beauty products for top reviewers. This way, the user feels like helping others through their review, with a bit of twist.

The other way to combine both motivators is by combining narratives with a time crunch, for example, creating a limited time reward system. To encourage recycling, these brands provides a limited time points bonus to drive users to act. While many people want to start recycling, they might not start right away, and in the end, they might never do. Integrating Narratives with Loss and Avoidance compels the user to urgently act while feeling good about their action.