Daily Rewards: Key to Gamer Engagement

The Wall Street Journal: “Daily rewards have emerged as the indispensable tool for hooking players in a field of more than a million game apps … Extracting as much time as possible out of users is critical because games like ‘Galaxy of Heroes’ make money selling virtual goods. The more people play, the more likely they will spend.”

“Companies have myriad ways to encourage routine use, such as a monthly calendar that tracks a player’s progress or weeklong side missions with extra-valuable rewards. The latest mobile-game hit, ‘Super Mario Run,’ rewards players for competing daily against friends … Daily-reward initiatives aren’t foolproof, though. One mistake is giving away so much players don’t need to spend. Another is punishing players for taking breaks.”

“The most alluring daily hooks give surprise rewards. Not knowing what to expect excites people, said Michael Hanus, a professor at the University Nebraska … Exclusive offers, such as the opportunity to unlock a rare character during a one-week event, tap into people’s natural fear of missing out, he said.”

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