Tuesday, 3 January 2017

The Power of the Habit in a videogame / free to play

New York Times writer Charles Duhigg published a piece in the Sunday Magazine that got much of the marketing world - and beyond --talking. The piece, an excerpt from His new book "The Power of Habit" focused on two case studies.

The first detailed how Target uses its big data to determinates Which customers are pregnant and the privacy pitfalls it encountered on the way.
The second Looked at how P & G unlocked the secrets of household cleaning to turn Febreze from an almost failure into a billion-dollar product line. In each case, the stories centered on the science behind how human habits are formed, and how they can be broken and rearranged. The trick is in identifying the cues in our lives

That triggers the habit and the rewards we feel from performing the ritual. The cues can be tiny but the stakes can be huge.

The Power of Habit. But... how we can use this in a videogame ?

For example in a free-to-play the developers should add the "purchase" at the second part of the game. In the fist part they should create "the habit". In the second part the players will be like a "compulsive gambler" and the developers can sell extra-life, new objects, etc. This is one of the powers of the free-to-play.

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