Black gamification #
It's focusing only on ROI, metrics etc. and it's business driven
When I was gamification consultant most of my clients didn't care about their product in a way to satisfy player needs. They just wanted to increase their sales, promote their new product features or just make users do things (in most cases - make them to convert to something: registered user, paying user, inviting user).
Although it's probably the most easy way to do gamification, this type of, let's call it "black magic", can lead the app/product/service/business to more different planes than it should. So when you try to focus a gamification/game designer consultant only on:
- increasing sales
you will probably get some trendy gamification strategy with PBLs (points, badges, leaderboards) and a lot of extrinsic mechanics focused on rewards, status and other general incentives. This is not by all means bad... it's just not unique.
That's why when I do black gamification my mindset is focused on the inductive part of the job - trying to figure whatkind of established framework I should consult using in order to keep with the ROI clause in my contract. It's good because it meets the business requirements but it's killing creativity. Gamification can be more than some cheap virtual points, redeem dynamics or invite pyramids. It can be white...