Action Triggers are a time-tested method of increasing marketing response. In this presentation, we take a look in the application of these methods into Facebook game design.
1. This Presentation Will Self-Destruct in 10-9-8...
Applying Action Triggers into Game Mechanics
WARNING: This presentation is fast and fluff-free.
Failure to pay attention may lead to knowledge loss!
3. Action Trigger Formula
To trigger an action, the emotional motivation
to act must be greater than the logical effort to
make a decision to the power of two.
Action = |Emotional Motivation > Logical Effort2|
In Other Words
Any time a player has to think, you need an
exponential amount of emotion motivation to
trigger an action.
4. Decreasing Logical Effort
Benefit - What it’s in for me?
Value Proposition Proof of Value
Objection Handling Pricing Tiers
Process - How long is this going to take?
Time Requirements Speed of Delivery
Ease of Process Payment Methods
Anxiety - Is this the right decision?
Privacy Policy Loss from Inaction
Brand Promise Satisfaction Guarantee
Logical Clarity Credibility
5. Increasing Emotional Motivation
Ego - Internal Emotional Stimuli
Power Ownership
Achievement Suprise
Pride Interest
Social Status - External Emotional Stimuli
Involvement Synergy
Belonging Gratitude
Closure - Unresolved Emotional Stimuli
Storylines Collections
Reciprocity Hooks
Curiosity
6. Action Triggers in Game Mechanics
Closure - Long Term Objective Game
Social
Ego State
Status
Info
Benefit
Closure - Short Term
Individual Social
Resource
Feedback Feedback
Anxiety
Individual Social
Player
Game Game
Action
Progression Reaction
Individual Game Social
Game State Simulation Game State
Change Change
7. Case Study 1 - Farmville Fertilization Mechanics
Social Status - Gratitude
Ego - Surprise
New Closure - Reciprocity
Trigger occurs when player opens game
8. Case Study 2 - Mafia Wars War Mechanics
Social Status - Gratitude, Belonging, Synergy
Ego - Power, Pride
New Closure - Collecting
Measures strength of player’s social group
9. Case Study 3 - Cafe World Cookbook
Benefit - Clear (52 Earned / 15 Cost)
Resource - Clear Time + Cost
Anxiety - Loss of Inaction, Logical Clarity
10. Thank You - More Questions?
storywithoutend@gmail.com
David Chu is a freelance Online Marketer with an
interest in how marketing principles can be applied
to game mechanics.