eBay - Gamification コンテスト終了

Think you can turn eBay into a big playground? Well, bring your game on!

開始 2014年08月22日(金) 終了 2014年09月21日(日) 23時59分00秒 +0000 UTC 審査 結果 2014年10月
開始
2014年08月22日(金)
終了
2014年09月21日(日) 23時59分00秒 +0000 UTC
結果
2014年11月
概要

背景

Who doesn’t love to play games? We all engage in them in different forms – some play basketball, some online farming games, some in the sand, some with their partner… Truth is that games make everything better, more exciting, more fun and more social.

eBay excited the Internet when it introduced auctions. Isn’t it fun to compete against strangers over products? To feel the rush of winning the item? Well, with this brief you are asked to introduce new ways of gamifying eBay. We need you to think FUN, ATTRACTIVE, EXCITING, ORIGINAL and SOCIAL! Think of different ways of reinventing existing tools and services by adding a “gamification” feature to them. Surprise us with elements that would make users want to browse and shop on eBay for the fun of it. 

クリエイティブチャレンジ

Can you make eBay even more addictive and exciting by introducing game activities? Can you make existing activities even more attractive? 

Think enjoyment, innovation and meaning, and… Let the games begin!

Ebay is asking for your submissions!

You are asked to explore eBay and add ‘game’ elements, rules and design to it, to enhance the user experience and to encourage them to spend more time with eBay. Below is a framework to structure your submission and help you with the thought process

Wondering how it would be implemented on eBay ?

It will be implemented as a page / hub that sits on eBay accessible upon login to eBay. It will not be integrated into eBay’s core experience of buying and selling. eBay will provide entry points from there instead, to access the challenges. It will be optimized for mobile and have social features.

FRAMEWORK

Use your creativity to describe the game. In the process, aim to follow and answer the questions mentioned in the framework below. Please note you can submit multiple ideas, templates, each centered around a different activity.

STEP 1: Describe the one activity you would like to engage our customers around. Please keep it simple, but make sure that it is easily understandable.

1. The activity needs to prone to set fair challenges and have fun completing them.

  • Question: Will people be motivated to complete your challenges because they are fair? It should not be about who has more things to sell, or a lot of money to spend and so on. Your game needs to prevent disadvantages and everyone should have the same chances of winning.
  • Note: This is a must have requirement.

2. Activity brings a higher meaning (personal or community benefit). 

  • Question: In what way does it bring something “higher” than just buying and selling
  • Note: This is a nice to have aspect, but if not solved the more important is to drive up the other intrinsic motivations in step 2. 

STEP 2: Describe how the game will support people’s participation using extrinsic and intrinsic motivation.

Questions:

  • What kind of game elements (badges, rewards…) and game rules you could use to support extrinsic motivation?
  • What kind of game elements (leader boards, progress bars…) and game rules you could use to support intrinsic motivation? Think about competition, achievements, solving a problem, collectibles, social activities…

STEP 3: Describe the fun element of your game.

Questions:

  • How will the game get new players interested and how will it remain interesting for more experienced players?
  • Will it be fun even without rewards?

STEP 4: Describe how does your game work.

Questions:

  • How do you win?
  • What is the goal?
  • How do you progress?
  • How will your game provide feedback to the players, letting them know when they are following the game rules and intended behaviors successfully?

If you have multiple activities you center your game around, please fill the template for each individual activity separately.

TIPS:

Think of small tricks or big changes that can encourage users to participate. Think of other elements you know in different platforms / worlds and apply them to eBay features. Think about the story behind your game.

Your explanations don’t need to be lengthy but make sure you explain why you think this is a good idea that would attract users.

Here is a short example framework submission. Please be more detailed in your project, but make sure you cover fill this template as part of your submission. 

Game: eBay Savvy shopper

STEP 1: The idea is about a game called: “Learn to be a savvy shopper!”

1. Activity: Scan bar codes of the products in offline shops and find the same and new items on eBay for cheaper prize. And the difference in prize will be turned into eBay Savvy-points.   

Question:

  • Will people be motivated to complete your challenges because they are fair?Yes, everyone could do it.

2. Activity brings a higher meaning (personal or community benefit).

Question: In what way does it bring something “higher” than just buying and selling?
The higher meaning is to help the community of eBay users find cheaper alternatives and become a savvy shopper who saves money.

STEP 2: Describe how the game will support people’s participation using extrinsic and intrinsic motivation.

Questions:

  • What kind of game elements (badges, rewards…) and game rules you could use to support extrinsic motivation?
    The savvy points could unlock badges and rewards.
  • What kind of game elements (leader boards, progress bards…) and game rules you could use to support intrinsic motivation?
    There will be a competition element and challenges that will motivate people to participate. People will also unlock achievements and levels giving them a status of a savvy shopper.

STEP 3: Describe the fun element of your game.

            Questions:

  • How will the game get new players interested and how will it remain interesting for more experienced players?
    People will progress in the level system where each higher level will be increasingly tougher and challenges more difficult. It will also keep the competition fairer as the more experienced players will be competing against similar players.
  • Will it be fun even without rewards?
    The fun element will come through challenges and the fact that the game has higher meaning.

STEP 4: Describe how does your game work.

Questions:

  • How do you win?
    You win if you complete all the challenges and collect most of the eBay Savvy points in given level.
  • What is the goal?
    The goal is to achieve a status savvy shopper.
  • How do you progress?
    Each level will represent a different set of challenges and numbers of points to collect in order to move to the next level.
  • How will your game provide feedback to the players, letting them know when they are following the game rules and intended behaviors successfully?
    There will be “my status / my activity” section where people could track their progress in the game. See their position on the leaderboard and interact with others through discussions forum. Regular email communication will also be in place to notify people about their monthly achievements and next month challenges.

審査員賞

  • #1 3,000€
  • #2 2,000€
  • #3 1,000€
  • #4 1,000€
  • #5 500€

フォーマット

Presentation with ideas and explanations, 5 pages MAX (please try to add some sort of layout design – not mandatory).

入賞基準

Winning entries will be those that answer all the questions in the framework described above and bring the best ideas how to gamify eBay. 

ガイドライン

このコンテストに関するガイドライン

  • Entries must be in English
  • You can download the list of existing activities – please choose some from the list or similar, and the list of rewards (you are encouraged to make up your own) from here
  • Create genuine proposals and examples – for example: if you suggest badges, describe the badges – their purpose and their name
  • Do not portray eBay as an auction site, showing used / old / unattractive products, unsafe or untrusted marketplace, or any other negative association with the brand or very controversial content that is not suitable for a wide audience
  • Do not try to replicate existing loyalty programs, but feel free to refer to them for ideas

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