It was fun, but…
We previously wrote about what Pokemon Go did well, but why did the Pokemon Go hype not last? How did the game lose millions of players, seemingly overnight?
Only a few months ago Pokemon Go looked like a huge success: 750 million downloads; 1 billion dollar in revenues in 2016; 28 million daily active users in 2016 in the US alone. Nothing seemed to be able to bring the mighty Pokemon down.
Yet only a few months later, its grandeur has faded. Seemingly forever. Its active player base has evaporated. Globally, only 5 million people now play the game on a daily basis. And the number seems to be falling continuously.
What went wrong in a game that seemed to be such a huge success? Find out below how basic design flaws brought the Pokemon Go down.
404 error: no endgame
Pokemon Go was very successful in engaging a huge number of people through a mix of extrinsic design (XP, Collection Sets, Scarcity design and some unpredictability in finding new Pokemons). This help to get many people to jump on board.
However, for a successful end game to exist, the design needs to switch to intrinsic motivational design to create the needed unpredictable fun (Core Drive: 7 Curiosity and Unpredictability), autonomy (Core Drive 3: Empowerment of Creativity and Feedback) and meaningful social interaction (Core Drive 5: Social Influence and Relatedness). Unfortunately Pokemon Go failed in this aspect almost completely.
Many players began scratching their heads after realizing they were constantly picking up similar pokemon time and again in their area (it is only so exciting to find the same Ratata or Pidgey or even, though I love them, the Magikarp). This predictability led to a decrease in Core Drive 7 Curiosity and Unpredictability. There was just less and less to wonder about and explore in Pokemon Go.
The Pokemon Gyms would have been a great place to create exciting social interaction between players through combat and collaboration. However, new players find the top 1% of players have already created “monopolies” in gyms. Essentially, these hard core monopolist gamers spent more time and effort, significantly so, to level their Pokemon, essentially preventing interaction from other players in this game element. This has created a scarcity overkill: it was just to hard for most players to do any meaning social game interactions. No Core Drive 5 either then…
Finally, the way combat is designed is pretty lame and lacks the ability to strategize (Core Drive 3: Empowerment of Creativity and Feedback). Most players are disappointed that combat doesn’t feel like the Pokemon games of their youths.
So what we are left with is mainly extrinsic design:
- You keep adding Pokemons to your collection of Pokemons
- You gather XP and level up
- And high scarcity of available Pokemons cause you to grind (walk, travel) a lot to get more Pokemons.
The above is a fully extrinsic experience design: you mainly play the game because you expect a reward for your activities. Great for short term motivation, but…
Extrinsic ruins intrinsic motivation (in long-term)
Walking in nature is intrinsically interesting, but Pokemon Go is making players feel like this: “now I have to go for a walk just to collect Pokemon.” The extrinsic design bias in the game motivated us to start walking in our surroundings to add to our collection set. But after a while the extrinsic motivation has completely taken over our intrinsic desire to explore our surroundings. Now going out to hunt for Pokemon feels like a chore rather than a fun game. Motivation wanes.
Core Drives, 6, 7, and 8 represent the Black Hat parts of the Octalysis Octagon, and Pokemon Go veers too much toward these drives, and in particularCore Drive 6: Impatience & Scarcity. Here’s a few examples:
- It is overly difficult to obtain certain Pokemons. The scarcity is just too high and when it is, your initial motivation turns to Core drive 8: Loss and Avoidance. You just give up.
- Gyms are zones of high competition, the Black Hat expression of Core Drive 5: Social Influence & Relatedness. It is great for highly capable, competitive Alpha players, but for the majority of players it is not motivational. So a potential intrinsic design feature turned into a fully black hat experience (Core Drive 6: Impatience & Scarcity as well as Core Drive 8: Loss and Avoidance)
What does the CEO believe?
When asked, the CEO mentions the collaborative gym raids as the most important recent update.
If I had to single out one, I think it’s the [gyms and raids update] that we just put out. It really is the first new mechanic that gives people motivation to keep playing, to keep leveling up pokémon, to continue to get out and be active. The collection mechanic was something that was really the heart of the game, and it still is the heart of the game for new users, but this [improves] the game for players who have reached a certain level. I think that’s the single biggest change because of that challenge and opportunity of fun that it presents to more experienced players. And also, it’s designed to encourage cooperative play, which is core to our mission.
I understand the emphasis on cooperative play, which invokes social influence, but the change doesn’t address the lack of creativity in the game and tries to smuggle in some achievement and epic meaning (health), which are secondary motivators. It seems Niantic would do well to consider their flaws and omissions instead.
Okay, let’s fix this with common sense and Octalysis
If you’ve gone through the trouble of enabling a vast global location-based tech infrastructure, adding just a little game design on top is totally worth it and will improve your ROI. Here are some recommendations to improve the Endgame.
- enable trading between players
- varying types of pokemon found even if searching in same area
- improving the collaborative raids
- center on gyms for player interactions, and make the gyms customizable via location-type tags
- create group or friend quests
- provide a more items that influence collaboration between high and low level players (option, give lures additional strength when players of varying levels are present)
- trading or crafting items from home
- add load out slots for additional combat strategy (CD3)
- add distance-based quests: a sequential quest starts after a given length of walking, but can then be played while stationary later
These are just to get you started thinking about simple design updates to improve Niantic’s business metric of more daily active users. This video from Extra Credits has even more.
Making a stronger endgame
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