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Gamification Example Pangolin Doodle LEVEL 1 (Some Other Mechanics…
Gamification Example
Pangolin Doodle LEVEL 1
Strategy Insight
Why?
To raise awareness about the pangolin
Mission: Help the Pangolin find Love this Valentines Day
Values:
Conservation, social movement, pay it forward
SWOT:
Strength: Built on previous doodle priming
Weakness: May not appeal to Socialisers fast enough
Weakness two: Built as a game thus may be played more as a game rather than used as a tool to educate and build a conservation movement
Opportunity: Exploit Valentines day idea of love
Threat:Any break in data transmission can interrupt play
Who:
Google, World Wildlife Fund (WWF), and Google Users
Players
#
Explorer, Achievement, and Killer Types
BUT has a share option for Socialisers
Goals and Objective
Player learns where pangolins live
Player learns 3 unique facts about the pangolin
Love is not about things
Player Journey
Pre-Play
Introductory video/narrative on Pangolin's quest for love on Valentines day
He needs a gift; He sees other pangolins in love eating cake. He thinks he should get a cake for his Valentine too
Countdown and number of cocoa beans to collect introduced to player. I.E. Player now has a mission!
As the game loads the player introduced to Pangolin facts
Level 1: GHANA
Players learns that pangolins are found in Ghana
Actual game starts
Learn the controls
using in-game Tutorial :video_game:
Start moving forward
Maybe try jumping :arrow_right:
Collect 5 beans (Easy) :moneybag:
Jump over rocks :warning:
Start collecting beans
(currency) with some effort :moneybag:
Jump over second set of rocks
May experience Spikes obstacle :!:
Encounter birds obstacle :bird:
1 more item...
Some Other
Mechanics
In game tutorial
. Uses symbols not words to reach a wider audience. Focus on controls and items to collect
Obstacles
waste time;
become dynamic
Rock (Easy)
Spikes (Difficult)
Will cause pangolin to unbundle. Slows momentum significantly. Takes time for pangolin to become a rolling ball again.
Mud (Medium)
Birds and vines (Easy)
Use tree to gain height and momentum. Not always a negative feedback
Waterfall (RULE) May not be able to go back beyond a waterfall. NOT a checkpoint though
Buttons to either Share, explore or act at the end of each level (Call to action beyond the game)
As the game loads the player is introduced to Pangolin facts
Narrative:
Introductory video on Pangolin's quest for love on Valentines day, and follow up videos. He needs a gift; He sees other pangolins in love eating cake. He thinks he should get a cake for his Valentine too
Bonus Areas.
In level 1 these are easy to find and a source of beans (points). Generally found in tunnels. Identified by automatic zoom in and zoom out User Interface
Player can only run out of time. Player cannot die. Player can replay as many times as desired.
Opt-In:
Players can only play if they click on the doodle. This will be influenced by how well players have been primed to click on a doodle in general and by the attention gained by the doodle image itself.
Progress Mechanics
Time:
3 Minutes;
Dynamic:
Countdown
Progress Bar
at the bottom of the screen
Also takes the form of a
HUD
(Heads Up Display)
Points
Dynamic 1:
Scoring
Dynamic 2:
Challenge - Beans (currency) collected out of 150 (More beans collected equals bigger cake)
Leaderboard.
Stars earned out of 3
Stars earned determined by points collected
Badges:
Stars converted to badges
PLAY THE GAME
HERE
Watch the game being played
here
LEARN MORE ABOUT GAMIFICATION
HERE
ANALYSIS
In terms of goals
for level 1
#
Player could learn pangolins eat bugs
Player could learn a random fact about pangolin
Player could learn that pangolins live in Ghana
Weakness
: No way to measure how much player learned
In terms of vision/why
Google trends shows a massive increase in interest on pangolins during the doodle campaign, but sadly, this interest dropped to pre-campaign levels a mere 5 days after the campaign. This DOES NOT seem to be a sustainable success. See this
link
.
I don't have access to WWF metrics.
To accurately rate in -campaign success we would need to know:
Was there an increase in web traffic to the WWF pangolin site
Was there an increase in donations via "adoptions"
Was there an increase in use of Pangolin Valentine day cards compared to previous Valentine day cards
READ FIRST:
This is only an example of a possible gamification analysis of Google's Pangolin Love doodle. It is based on numerous assumptions especially under the strategy and analysis sections of this Coggle. We have no knowledge if this doodle was an intentional gamification project or not. This example is just to help you understand how we dissect gamification. It is not a complete dissection.
Miscellaneous
Reward
:
Intrinsic, Primarily purpose driven
NOTE
: At the end of the game, irrespective of how many items our pangolin has earned, he slips and loses everything. He still wins the heart of his Valentine though. A nice lesson in life and gamification that love is not determined by things. Love is an intrinsic motivator.
Aesthetics:
Music and background is according to the country our pangolin is exploring
Generally a fun game. But the game could become more of a focal point than saving the pangolin. Be careful that you don't build a UI so good that players get absorbed in the game and not your "Why" (and therefore do not achieving your goals).
A very nice narrative. Our Pangolin is such a lovable hero
Each level is a new area based on where pangolins actually live {Ghana, India, China and Philippines}