How to Design Value‑Driven Gamification: Insights from the “My Home” Game

Introduction

After designing the "My Home" game, I revisited the concept of gamification. Instead of using complex theoretical models to drive user behavior, I approached design from the angle of the value games can bring to users and business. Viewing gamification as a channel for positive communication rather than a tool for exploiting users leads to designs that create mutual value.

Rethinking Gamification

Games are a natural way for humans to learn and relieve stress. In commercial contexts, games are often reduced to quick‑growth hacks, focusing on addiction or material incentives, which can feel manipulative and damage brand perception. A more sustainable approach is to let games foster brand identification, allowing users to understand and use products while achieving self‑fulfillment.

Effective gamification either enhances existing interactive elements or recombines product components into story‑driven mechanics that deliver material, social, and self‑actualization value.

Figure: Gamification mechanism analysis

Classic Cases

Reorganizing product elements to create game interaction – M&M’s “Find the Bean” game increased product awareness through a social‑media treasure hunt.

Enhancing existing game‑like interactions – Paper’s food‑guessing game added competitive rules to dining experiences.

Building value recognition for behavior outcomes – Ant Forest turns virtual tree‑planting into real‑world environmental impact, boosting user mission and brand affinity.

Figure: Classic gamification examples

Positioning Game Value

In a commercial setting, games must promote revenue, retention, and activity. The "My Home" game aims to increase platform stay time and drive business conversion. It serves as a "fun backyard" that nurtures low‑intent users, educates them about 58’s services, and gradually converts them into paying customers.

Figure: Value creation targets for the game

We identified four provisional user personas—bored moms, lonely young adults, drifting youths, and fashion‑forward youths—based on Maslow’s hierarchy, business needs, and game preferences. Each persona seeks different motivations (social, material, self‑actualization), guiding tailored gameplay.

Figure: Quick user‑persona construction

Game Story and Gameplay System

A good game tells a compelling story that naturally draws users in. Simple mechanics like blind‑box draws or spin‑wheels leverage curiosity, while narrative layers convey brand values. For example, Ant Forest’s story links virtual tree‑planting to real‑world environmental impact, fostering emotional connection.

Stories also serve as product exposure: in “Taobao Life”, users dress virtual avatars, indirectly sparking interest in real items.

Figure: Taobao Life dress‑up game

Effective story design draws from users’ lives and culture, avoids the “designer‑experience” trap, and aligns with target motivations—whether it’s heroic success, wealth fantasy, or serene countryside narratives.

Figure: Different story structures for varied user preferences

Stories must also provide clear goals and rewards that fuel behavior, such as becoming a virtual city mogul or social queen, complemented by surprise events and dramatic twists.

Figure: Real‑world events blended with virtual gameplay

Business Value Integration

Beyond fun, the game must generate commercial value. Purely reward‑driven tasks can inflate traffic without quality. Therefore, we embed subtle product cues and service information within gameplay, such as a virtual cleaning mini‑game that educates users about appliance hygiene, or a garage where users purchase virtual cars, revealing preferences.

Figure: Linking gameplay to business scenarios

Ads are integrated seamlessly as game elements, allowing quick swaps for business exposure without breaking immersion. Seasonal events and hot topics can also be turned into limited‑time game modes, boosting short‑term traffic.

Figure: Future business scenario expansion

Conclusion and Next Steps

The "My Home" game is still in its early stages, but focusing on value creation for both users and the platform ensures sustainable retention and conversion. Future work will involve deeper motivation research, refined user segmentation, and data‑driven gameplay optimization.