Gamification Case Study: Catch The God of Fortune (M1)
The Power of Gamification in the Social Media Space
M1 is Singapore’s most vibrant and dynamic communications company, providing mobile and fixed services to over 2 million customers. Since the launch of commercial services in 1997, M1 has achieved many firsts, including the first operator to offer nationwide 4G service, as well as ultra high-speed fixed broadband, fixed voice and other services on the Next Generation Nationwide Broadband Network (NGNBN). With a continual focus on network quality, customer service, value and innovation, M1 links anyone and anything; anytime, anywhere.
Leveraging on the Lunar New Year, M1 reached out to us for a gamification idea to entice users with “good fortune” in the form of cash prizes, smart watches and a grand lucky draw.
As the game was intended to last throughout the 2-week period of Lunar New Year, we had to ensure that users were kept engaged in the game. Moreover, we also had to design the game such that it suits the Chinese New Year design and theme.
After many rounds of research, we decided on the idea of ‘Catching the God of Fortune’ as it is fun, addictive to play and suits the festivity perfectly. Following a leaderboard, users will then have a chance to surround the God of Fortune using as little moves as possible as that will get them more points.