quinta-feira, 23 de outubro de 2014

Social engagement loops

The use of games in non-gaming activities is rising each and every year. The idea of “gamification” (or game thinking, or ludic interface) became popular in our business culture and one feature to highlight in this context is engagement.

A game, in a business context, for example, needs a perfect balance between serious content and entertainment. From there, it’s possible to create strategies to engage audiences more accurately.

One fundamental idea in this discussion is the idea of “social engagement loops”.

As Cunningham and Zichermann say (2011, p.67) “social engagement loops, while not exclusive to games, borrow heavily from a viral loop design. A designer must not only see the way a player engages with the system, but also how he leaves it and – perhaps even more importantly – what brings him back again. In a social engagement loop, a motivating emotion leads to player re-engagement, which leads to a social call to action, which flows to visible progress and/or rewards, which loops back around to a motivating emotion”.

The figure below illustrates this idea:

A social engagement loop, designed to maximize player engagement and reengagement using core product design (CUNNINGHAM; ZICHERMANN, 2011, p.68)

Certain ludic contexts need deeper strategic building. Especially when we talk about serious games, business games, and gamification. The book in the end of this post is a great source of reference for this subject.


CUNNINGHAM, Christopher; ZICHERMANN, Gabe. Gamification by design: Implementing game mechanics in web and mobile apps. Canada: O’Reilly, 2011.

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