The Power of Gaming and the Challenges of Consumer Product Metrics

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Sep 13, 2023
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The Power of Gaming and the Challenges of Consumer Product Metrics
Introduction:
In this article, we will explore two seemingly unrelated topics: the positive impact of gaming on individuals and the challenges faced by consumer product metrics. While these subjects may appear distinct, they share common points that highlight the potential for growth and improvement in various aspects of our lives.
Gaming: A Path to a Better World
In her talk titled "Gaming can make a better world," Jane McGonigal emphasizes the transformative power of gaming. She asserts that through games, we can develop qualities that are often lacking in reality, such as urgent optimism, social fabric, blissful productivity, and epic meaning. McGonigal suggests that by dedicating more time to playing games, we can harness our full potential as human beings and become more collaborative and motivated individuals.
Urgent Optimism and Blissful Productivity:
Urgent optimism refers to the sense of determination and hope that gamers feel when faced with challenges in a game. This mindset can be translated into real-life situations, encouraging individuals to tackle global problems like hunger, poverty, climate change, and obesity. Similarly, blissful productivity refers to the joy and fulfillment gamers experience when working hard in the virtual world. This highlights the fact that humans are optimized to engage in meaningful work, finding happiness and satisfaction in their efforts.
Social Fabric and Epic Meaning:
Playing games together fosters a strong social fabric by building bonds, trust, and cooperation among players. This sense of camaraderie and collaboration can extend beyond the gaming world, enhancing real-life relationships and promoting a more connected society. Additionally, games provide players with a sense of epic meaning, as they embark on inspiring journeys and experience positive feedback that is often lacking in everyday life. This epic meaning motivates individuals to take on challenges and discover their true capabilities.
Consumer Product Metrics: The Struggles of Measurement
Shifting gears, we now delve into the realm of consumer product metrics, where measuring the success and engagement of users can be a complex task. Traditional metrics often fall short in accurately capturing user behavior and satisfaction. For example, a typical product may witness a high percentage of users refusing to sign up initially. Even for those who do sign up, a significant portion becomes inactive over time.
Engagement and Conversion Rates:
Engagement rates can be disheartening, with over 90% of users disengaging or becoming inactive. Mobile apps may fare better in terms of engagement, but their upfront conversion rates are often lower. It is crucial to understand that high conversion rates do not guarantee sustained engagement, and vice versa. To improve engagement, it is essential to tie the product into users' pre-existing behaviors, rather than asking them to adopt entirely new habits.
The Importance of Social Connections:
One of the challenges in maintaining user engagement lies in the lack of social connections within the product. A significant percentage of users may not know anyone else using the service, leading to a need for personalized and engaging content. Instagram, for example, initially faced this issue, with 65% of its users disconnected from any social ties. This highlights the difficulty in creating a healthy and dynamic news feed when a small percentage of users actively contribute content.
Actionable Advice:
- 1. Tie your product into users' existing behaviors to improve engagement. By aligning your offering with their natural inclinations, you can increase the chances of sustained usage and satisfaction.
- 2. Foster social connections within your platform. Encourage users to connect with others, as strong social ties can significantly enhance engagement and overall experience.
- 3. Continuously track and analyze metrics to identify areas for improvement. Set realistic goals for engagement, understanding that even a 30% daily active user rate can be considered a success. Strive to learn from successful platforms like WhatsApp, which boasts a 70% daily active user rate.
Conclusion:
While gaming and consumer product metrics may seem unrelated, they both offer valuable insights into human behavior and the pursuit of improvement. Gaming cultivates qualities that can positively impact our lives, while the challenges of measuring user engagement highlight the need for innovative approaches to product metrics. By understanding these concepts and implementing actionable strategies, we can unlock our true potential and create a better world in various aspects of our lives.
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