Build depth in engagement with gamification

Feature Name

Pocket Mania

Problem Statement

How can we build depth in engagement of users with interactive gaming elements to transition them from core → power users

Why Games & Rewards ?

Well, we Indians are spoilt, we just love playing games and being rewarded for our actions (validated through user insights as well). Introducing simple gaming elements and neatly stitching them with the user journey within our core offerings would help us with -

• Creating a sense of achievement -
• • Successfully answering quizzes and earning rewards provides a quick dopamine hit to the users.
• Creates curiosity with Variable Rewards -
• • Curiosity motivates users to progress and look for more rewards. If they wonder what will happen the next day, they will keep visiting our app.
• Boosting motivation -
• • Rewards are great motives for human behaviour. We can use it to drive users to actively participate and engage more frequently on the app.

Target ICPs

Core users who are opening the app on most days to listen but are still hesitant to pay for content. They often prefer to leave the app after their free/unlocked episodes for the day are over.

ICP 4 - The balancers

Goals

• • Increase perceived value of PocketFM (with the help of rewards)
  • Get core users to open the app more often and stay on the app for longer
  • Enhance user satisfaction and loyalty
  • More active participation rather than passive consumption. Get users to have a deeper engagement with their favourite characters and story plots.
  • Reduce 1st payment barrier with rewards (coins)

Probable Features

Pocket Streaks (Daily/Weekly Streaks) -

• Reward good behaviour of users on the app with gamification. Helps with habit formation.
• Example - On successfully spending 15mins TSL for 7 days on the app, user gets a master coin to unlock any episode any time.

Pocket Quiz (Quizzes on content titles) -

• Help users build deeper engagement with their favourite characters and story plots to give them a sense a achievement
• Example - After completing few episodes in a series, give users an option to pay a simple 5 question quiz. If they answer 5/5 correctly, they win few coins as rewards

Pocket Spinner (Spin the Wheel) -

• The psychological effects of variable rewards have proven to improve engagement and build habits.
• Example - Users get to to "Spin the Wheel" once daily in order to win coupons from famous internet brands (or stand a chance to win coins rewards as well)

Prioritization

Features

Implementation Effort

Impact on Engagement

Rank Ordering

Daily, Weekly Streak

Medium

High

1

Quizomania

High

Medium

3

Spin the wheel

Low

Low

2

Assumptions / Considerations

• • User's are interested in actively participating on the app.
  • LTV significantly outweighs the rewards and implementation efforts spend.

Success Metrics

• • # of users engaging with the gaming elements. And for those users
  • • % Increase in daily app use
    • % Increase in avg session time
    • % Increase in free-paid conversion ratio
    • # of successful coupon redemption

GTM

• A/B testing these new gaming elements to measure success metrics before rolling it out to all users.
   
• • Create buzz around the introduction of gaming elements through targeted email campaigns, social media teasers, and in-app notifications.
  • Provide clear instructions and tutorials within the app to guide users on how to participate in quizzes, spin the wheel, and maintain their streaks.

Recoverable / Reversible impact on Customer experience

(Risks)

• • Daily Streaks and revealing user stats can have a negative impact on engagement for people who are coming on the app for entertainment and want to tone down the time they spend daily on entertainment.
  • Lack of perceived relevance of quiz in between episodes could put off certain users.