The Evolution of Gamified Design: From Shallow Incentives to Depth User Retention

In the Web3 and blockchain space, people often believe that user attraction can be achieved through token incentives. However, this view underestimates the complexity of human nature. Society itself has a set of incentive systems that drive human behavior, which may include vanity, sense of belonging, and so on. Whether it's the point badges from the Web2 era or the token NFTs from Web3, they are merely short-term external incentives. What truly matters is meeting the intrinsic needs of users.

Retaining users is more critical than acquiring them. Traditional subsidy models or airdrop expectations can create buzz in the short term, but the core issue is how to convert temporary usage into long-term habits.

Jon Lai, a partner at a16z in the gaming sector, believes that the most successful applications are actually repackaged games. Most early gamification attempts failed because they overlooked the fundamental principle behind great game design - user retention. Classic games like "World of Warcraft" have been able to attract players for over 10 years because their game mechanics align with users' intrinsic motivations. By establishing feedback loops that guide and reward users, these games provide a long-term path to becoming a "game master."

Today, many successful applications integrate game design principles into their core product design. These game-like experiences bring enjoyment to users and cultivate long-term usage habits. This category encompasses popular applications across various fields, including productivity tools, social networks, finance, mental health, and education.

The three core principles of game design are: motivation, mastery, and feedback.

Motivation addresses the question of "why to play". The best game designers focus on intrinsic motivation, viewing it as the most effective and enduring driver of behavior. The opening of "Mega Man X" cleverly sets up two goals: to become as strong as Zero and to defeat Vile. These goals directly reinforce the user's sense of competence and autonomy, without the need for external incentives like points or badges.

Master the rules and systems involved in the game. The game needs to provide players with a step-by-step path to mastery, with difficulty being just right—not too hard and not too easy. This balance allows users to enter a state of flow, fully focused on the present.

Feedback is the way players learn the rules of the game. Excellent games teach through clear cause-and-effect loops. For example, "Super Mario" teaches players through the feedback of death. Brief and harmless loops encourage players to keep trying until they discover the correct operation.

These principles have transcended the gaming field. Many popular applications have incorporated these ideas into their core design:

• Social applications like Instagram and Twitter meet users' intrinsic needs through self-expression and social connections.
• Productivity tools like Repl.it and Figma have introduced multi-user modes, making coding and design more fun.
• The mental health app Forest will turn focus into a gaming experience.
• The financial app Chime makes saving fun.
• Fitness apps Zombies, Run and Strava add fun to running and cycling.
• The educational app Duolingo gamifies language learning.

These applications have abandoned simple points and badges, instead integrating game elements into the core experience to achieve long-term user retention.

Looking ahead, gamified design will continue to evolve. Early gamified applications focused on short-term engagement, while the new generation of gamified applications is closely aligned with user needs to achieve long-term retention. When users find enjoyment and realize they are achieving their goals, they develop a habit of long-term use. In this way, gamified applications are helping users move towards lifelong goals, from saving money to regular exercise, and improving work efficiency.