{"id":36117,"date":"2019-10-31T22:09:43","date_gmt":"2019-10-31T19:09:43","guid":{"rendered":"https:\/\/prohoster.info\/blog\/mehaniki-gejmifikatsii-drevo-navykov\/"},"modified":"2019-10-31T22:09:43","modified_gmt":"2019-10-31T19:09:43","slug":"mehaniki-gejmifikatsii-drevo-navykov","status":"publish","type":"post","link":"https:\/\/prohoster.info\/en\/blog\/news\/mehaniki-gejmifikatsii-drevo-navykov","title":{"rendered":"Gamification Mechanics: Skill Tree","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Hello, Habr! Let's continue the conversation about gamification mechanics. The previous article<\/a><\/noindex> talked about rankings, and in this one, we'll discuss skill trees (technology trees, skill trees). We'll look at how trees are used in games and how this mechanic can be applied to gamification.<\/p>\n

\"Gamification
\n<\/a><\/noindex>
\nA skill tree is a specific type of technology tree, the prototype of which first appeared in the board game Civilization back in 1980. Its creator, surprisingly, is not Sid Meier, but Francis Tresham. However, in computer games, the credit for the initial application of this mechanic (as well as its final formation in a familiar form) belongs to the old master Sid in the classic Sid Meier\u2019s Civilization of 1991. Since then, technology trees have been used in game development not only in strategy and RPGs but even in action games and shooters. In this article, I won't focus on the difference between a skill tree and a technology tree, and by skill tree, I refer to both. I consider both versions (skill tree and skill tree) correct, but I will use the latter in the article, as it is more commonly encountered in game development. <\/p>\n

\"Gamification<\/a><\/noindex>
\nThis is where it all began. The technology tree of Sid Meier's Civilization.<\/i><\/p>\n

If you want to learn more about the history of the emergence of the tree mechanic or about the principles of its construction, a good starting point would be the corresponding page on Wikipedia<\/a><\/noindex>. In my article, we'll examine the varieties of trees from modern (and not-so-modern) games, pay attention to the problems of the mechanic, attempt to find solutions to these problems, and ponder specific ways to apply the skill tree mechanic in gamification. Why only ponder? Unfortunately, I couldn't find any working examples of skill trees in a non-game context. If you have encountered such examples, I would appreciate a mention in the comments to this article. <\/p>\n

Before using game mechanics in gamification, it is essential to study the experience of game development. Analyzing how mechanics are used in games, what attracts players, and the fun people derive from interacting with this mechanic is crucial. For the skill tree, I recommend checking out Mark Brown's video<\/a><\/noindex> or the translated article<\/a><\/noindex> of the main points from this video on dtf.ru. Mark's theses are relevant not only in game development but also for gamifying non-game systems and projects. <\/p>\n

The varieties of skill trees (based on their structure, type of game, etc.) are detailed in the aforementioned article on Wikipedia. I see no point in quoting, so I suggest taking a look at some interesting trees that appear in games.<\/p>\n

\"Gamification<\/a><\/noindex>
\nA prime example of a skill tree from the game Path of Exile. It features in most references, memes, and demotivators about skill trees. Despite its seeming complexity, the tree is logical and quickly grasped by players. However, for gamification, such a large size of the tree is excessive; the level of user engagement in the gamified system will not suffice to understand it. <\/i><\/p>\n

\"Gamification<\/a><\/noindex>
\nAnother large and complex tree from the game Final Fantasy X.<\/i><\/p>\n

\"Gamification<\/a><\/noindex>
\nOnce again, the Final Fantasy series stands out, this time\u2014part twelve. The tree is smaller than in the tenth part but looks too unusual and complicated to understand. Where is the start? Where is the finish? Is this a tree at all? <\/i><\/p>\n

\"Gamification<\/a><\/noindex>
\nAn old-school skill tree from Diablo 2 (a composite of two screenshots). Note the principle of dividing the tree into three tabs, essentially representing three smaller-scale skill trees. <\/i><\/p>\n

\"Gamification<\/a><\/noindex>
\nA good, worthy skill tree from modern game development: Assassin's Creed: Origins. Note the successful design solution: bright, contrasting highlighting of the skills learned and the paths they open.<\/i><\/p>\n

\"Gamification<\/a><\/noindex>
\nThe most chaotic example I could find. The technology tree of Warzone 2100. I recommend visiting at the link<\/a><\/noindex>, to view it at 100% scale.<\/i><\/p>\n

How can the skill tree mechanic be applied in gamification? Two obvious options are a) training and talent pool systems, and b) loyalty programs. The skill tree in loyalty programs represents a system of discounts and other bonuses tailored to each client by the clients themselves. <\/p>\n

The first option: online learning portals and internal corporate portals. In both cases, the task is the same \u2014 to structure potential theoretical skills and show the user of the system the path they should take to acquire a specific competency. For instance, if you start working in a new company as a junior analyst, the corporate portal provides a competency tree that makes it easy to see what theoretical skills you lack to reach the level of a senior analyst, and what you need to study if you want to transition to project management and so on. The company's management, in turn, gains a complete understanding of employee competencies. Such a system theoretically facilitates the formation of a talent pool and vertical growth of employees within the company, increasing the overall level of employee competencies.<\/p>\n

\"Gamification<\/a><\/noindex>
\nA simple layout of a part of the skills tree for the company's internal portal. In a real company, the tree would be larger, but for the sake of illustration that reflects the main idea, this will suffice.<\/i><\/p>\n

Let's consider the layout in more detail. Skills that have been learned (rectangles) and specialties (ellipses) are highlighted with a green fill, while skills available for learning are marked with a white fill. Skills and specialties that are not available are shaded gray. Orange and gray lines indicate paths between skills and specialties, with orange representing the completed path and gray the untraveled one. Clicking on a rectangle logically opens a window allowing registration for a course on the selected skill, or provides information on where and how to take this course and get certified (for instance, if the portal lacks integration with the e-learning system). Clicking on an ellipse shows a window with a description of the specialty (responsibilities, salary range, etc.). Note the work experience: strictly speaking, it is not a skill, but it demonstrates the possibility of integrating not only theoretical competencies but also other necessary requirements into the skills tree. The work experience rectangle contains a progress bar, visually showing the user's progress. <\/p>\n

The second way to use a skill tree mechanic is to enhance loyalty cards. Let's consider a classic loyalty card model from a large retail store, such as one selling sports goods, clothing, and shoes. Typically, such a card offers a percentage discount once the customer reaches a certain purchase amount, or it can accrue bonuses for purchases that can be used for partial payment on future purchases. This is better than nothing; it works, but such a card does not allow for any flexible customization for the specific customer. What if we let the customer choose, for example, a 5% discount on all products or a 10% discount, but only on men's shoes? And at the next level reached, for example, an extension of the warranty to 365 days or a 2% discount on snowboards? In theory, such a loyalty system would perform better than a standard one, as no one knows better than the individual what they need. A company that implements such a system will stand out in a monotonous loyalty program market (which has long since lacked any interesting innovations), gain more insights into customer preferences, increase their attachment to the store, and even potentially reduce loyalty program costs compared to the classic version. <\/p>\n

Cost reduction is possible through a smart configuration of the balance in the skill tree. During the development, it is necessary to calculate how many conditional points (in ruble equivalent) each skill will cost (it is not necessary for skills to cost the same), compare the results with the traditional loyalty program, and 'calibrate' the resulting system. For example, let\u2019s take a shoe store that sells men\u2019s, women\u2019s, and children\u2019s shoes. The traditional loyalty program offers a 5% discount on all products after reaching a purchase amount of 20,000 rubles. In the new system, we will set the cost of one skill at 10,000 rubles and offer the customer three options - 5% for men\u2019s shoes, 5% for women\u2019s, and 5% for children\u2019s. Suppose we do not impose a strict choice, and the customer can unlock all three skills. To do this, they will need to spend not 20,000 rubles in the store, as in the classic version, but 30,000. However, most customers will be satisfied with such 'tightening of the screws' (and won\u2019t even perceive it as such) since they will receive a discount on the category most important to them by spending half as much money as in the classic version. <\/p>\n

Let\u2019s immediately counter: but the customer will receive a discount on the most important category of goods for them faster. True, but I believe that most customers do not shop exclusively in the chosen category. Today a person buys boots for themselves, tomorrow - shoes for their wife, and six months later they have a child who also needs shoes. The larger the store, the more customers it has, and the more diverse the assortment, the better such a model will work, and the more interesting it will be for the store to give customers the opportunity to choose discounts on specific categories of goods themselves (even on narrow categories). <\/p>\n

Another reason to use skill trees in loyalty programs is the human brain's aversion to unfinished actions. This is the basis for another game mechanic: the progress bar. I believe that in our situation, customers' minds will be motivated to unlock new skills in the tree, engage in a kind of min-maxing, and strive to acquire all the skills available. This will result in them spending more money than they would in a traditional loyalty program. Therefore, while Mark Brown recommends creating trees in games that cannot be fully unlocked, I actually advise against restricting customers in loyalty programs and preventing them from easily distributing their points. After all, customer engagement in loyalty programs is lower than player engagement in a new game, so there\u2019s no need to present them with such challenges unnecessarily. <\/p>\n

In the concluding part of the article, let\u2019s discuss the problems and questions regarding the practical application of the skill tree mechanics. <\/p>\n

Should the skill tree be displayed completely and all at once? In some games, players do not see the entire tree and learn about possible skills only as they progress. I believe that such concealment in gamification is not beneficial. Show the tree right away and encourage the user to build their own strategy for mastering it. <\/p>\n

When designing a tree for gamification, include the ability to reset skills while retaining gained experience and the option to redistribute skills. This function will relieve users of excessive responsibility when allocating skills and allow the loyalty program to adapt to changes in users' lives. The birth of a child, moving to another city, a promotion or layoff, fluctuations in the dollar rate\u2014many factors influence significant changes in consumption habits. The skill reset feature will keep the system relevant in such situations. However, do not make this feature too accessible, or users will simply reset their skills at checkout, choosing what they need at the moment and depriving the system of its original meaning. Allowing this option once a year, after the New Year holidays or on the company's birthday, is reasonable. <\/p>\n

Consider the mechanics of earning points in the system. Will one point equal one ruble? Or a thousand rubles? Should the system include the possibility of an increased accrual coefficient during certain periods or for specific products? Can these points be used to purchase products instead of unlocking skills? Or will bonus points and points needed to unlock skills be different entities within the system? <\/p>\n

An important point\u2014what will the skill tree consist of? What bonuses will you include? Will skills have levels? For example, a first-level skill grants a 1% discount, while the same skill at the fifth level provides a 5% discount. But don't get carried away with just such bonuses: both in games and gamification, a skill tree like that will become boring. Add new functions and opportunities, not just enhance the existing ones. For instance, the tree could unlock access to the checkout without waiting in line, or invitations to exclusive sales, or other exclusive opportunities. The skill tree in loyalty programs is not just about discounts on products and services. In a game, the skill tree should encourage players to explore new content, and in a loyalty program, it should stimulate additional purchases across different product categories. <\/p>\n

Who can use this mechanism for gamifying loyalty programs? In my opinion, small, medium, and large businesses operating in the B2C sector that offer at least five (preferably ten) types of goods and services. Pizza, noodles, rolls, and sushi are different types of goods in my understanding. Beard, mustache, and haircut services, children's haircuts, and hair coloring are different types of services. Red or green shoes, Margherita pizza, and barbecue pizza are the same type of goods. A skill tree consisting of bonuses on one or two types of goods is in my view unnecessary. In such a situation, it is easier to use a classic loyalty program.<\/p>\n

The problem with designing and implementing such a system, in my opinion, is the lack of necessary competencies within the owning company. Creating a skill tree is difficult to make commercially effective by the marketing department alone, without experience in gamification, and most importantly, without a game designer who has experience in balancing such a system. However, it is not necessary to hire new employees for this, as most tasks can be handled remotely through consultations.<\/p>\n

Thank you to everyone who read the article to the end; I hope the information in it was helpful to you. I would be glad if you share your experiences, problems, and interesting thoughts on gamifying loyalty programs and training systems in the comments.
\n
Source: habr.com<\/a><\/p>","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

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