In today's digital landscape, platforms are the battlegrounds for businesses. Success hinges on creating a thriving ecosystem where users, developers, and partners interact and contribute value. However, keeping users engaged can be a constant challenge. How can large platforms proactively engage their user base?

01

The Secret Hook: 5 Million Active Users Engaged

Taobao, a leading Chinese digital retail platform established in 2003, boasts over 500 million users and 60 million daily active users. Despite its massive success, maintaining user engagement remains a continuous challenge.

In June 2022, Taobao launched "Xiaomei's Courtyard," a synthesis game where players combine plants and items to fulfill customer orders. This game blends daily management tasks with engaging gameplay and a diary feature, fostering deeper user connection.

Within two weeks of launch, Xiaomei's Courtyard attracted 5 million active users, with an average daily engagement of 60 minutes per user. On peak days, 30% of users placed orders, and the ad view rate reached 80%. Notably, the game has been running for over two years and remains popular, transforming routine shopping into an exciting adventure. This success story highlights the power of gamification in creating a loyal customer base and driving significant revenue growth for platforms.

02

Gamification: A Catalyst for Platform Growth

MOXI Technology, the company behind Xiaomei's Courtyard, was founded in 2019. We recognized that even established brands face challenges in marketing and branding, with rising customer acquisition costs and difficulties in retaining customers. Monetizing through platform ads also presents obstacles, as evidenced by AdWeek's report that 99% of Gen Z users skip ads, and 64% use ad blockers.

However, 77% of Gen Zers play mobile games daily, according to Mordor Intelligence. Gamification, a format well-accepted by users, goes beyond points, badges, and leaderboards. By leveraging human psychology, gamification creates experiences that resonate with users on a deeper level, as outlined by the Octalysis Framework. This framework identifies eight core human drives that motivate behavior: Meaning, Accomplishment, Empowerment, Ownership, Social Influence, Scarcity, Unpredictability, and Avoidance. Gamification can transform passive users into active participants within the platform ecosystem.

Backed by the Octalysis framework, our gamification solutions help business tackling both short and long-term goals.

Our solutions focus on three key areas:

• Understanding User Behavior: We delve deep into user data to identify key motivators and preferences. This knowledge empowers us to tailor gamification strategies for maximum impact.

• Designing Engaging Experiences: Our team of experts creates immersive and rewarding experiences that align with the platform's overall goals. By seamlessly integrating game elements into the platform's core functionality, we enhance user satisfaction and drive engagement.

• Driving Monetization: Gamification can be a powerful tool for increasing revenue. Through strategic reward systems, limited-time offers, and virtual goods, platforms can generate additional income streams.

03

Building Your "Black Ocean" with a Fun-Based Ecosystem

Businesses are constantly seeking new opportunities. In "Designing Thinking for Business Growth," three strategies are identified for finding new opportunities: Red Ocean (competition within an existing market), Blue Ocean (creating a new market space), and Black Ocean (creating a closed ecosystem where competition is limited).

Xiaomei's Courtyard exemplifies creating a "Black Ocean" by integrating gamification into user operations. Xiaomei, a unique IP designed by MOXI for Taobao, quickly went viral on social media. By operating "Xiaomei's Courtyard," the platform can seamlessly push new product launches and promotions to users while generating ongoing social media interest. This not only fosters engagement with existing customers but also attracts new ones. The game creates a unique value proposition, solving previously unaddressed customer problems and needs. Additionally, it establishes a new "shopping scenario" for placing orders and generates a revenue stream through ads.

User preferences are diverse. While Xiaomei's Courtyard attracts many, a comprehensive strategy requires a "fun-based" ecosystem. Taobao established a "Taobao Game Zone" featuring various third-party games.

Nowadays, all media platforms compete for users' attention. Leading online platforms increasingly recognize the importance of building a fun-based ecosystem to engage customers and maintain a strong revenue stream. MOXI Technology is the preferred choice for many top platforms with over 30 million unique visitors. Our experience and robust technology significantly lower the barrier of entry for gamification implementation. Even complex clients like Alipay, Taobao, and JD.com can launch gamification solutions within weeks, not months.

As the digital landscape continues to evolve, gamification will become an increasingly essential component of platform success. MOXI is committed to staying at the forefront of this exciting field. We are constantly exploring new ways to leverage gamification to drive business growth and create exceptional user experiences.

Are you ready to unlock the full potential of your platform? Contact zhujianrui@moxigame.cn to learn how our gamification solutions can help you achieve your business objectives.

Source:

• Michael Lewrick, Design Thinking for Business Growth, WILEY, 2022.

• https://yukaichou.com/

• https://www.mordorintelligence.com/industry-reports/gamification-market

• https://www.adweek.com/brand-marketing/gen-z-marketer-playbook-engaging-advertising/