Click For Photo: https://www.popsci.com/sites/popsci.com/files/styles/opengraph_1_91x1/public/images/2018/11/wow_tides_of_vengeance_dwarf_heritage_armor_3840x2160.jpg?itok=S7v3p4bHClick For Photo: https://www.popsci.com/sites/popsci.com/files/styles/655_1x_/public/images/2018/11/wow_tides_of_vengeance_dwarf_heritage_armor_3840x2160.jpg?itok=LvA8nnsmClick For Photo: https://www.popsci.com/sites/popsci.com/files/styles/655_1x_/public/images/2018/11/22880374_1426862874079552_260885367350099968_n.jpg?itok=NUK5r_MA
Unless you’re one of the competitive gamers, the last two days of Blizzcon (in this case, Nov. 2 and 3) are all that really matter. That’s when the fandom crowds into the convention center, often in costume, to attend one of dozens of informational sessions. But this year, people were encouraged to start watching on Oct. 25, when the only thing to stream was the early stages of the Heroes of the Storm championship. If participants logged in and actually paid attention, Blizzard offered them a shot at tickets to the physical convention, discounts on goody bags, and 20 percent off all convention merchandise. The gamification continued into the convention’s peak as Blizzard announced new characters in Overwatch, and the launch of a Diablo mobile game. TK.
If you already wanted to watch sweaty gamers battle it out as electronic elves and insectoid aliens, these may have been welcome perks. But they could also be seen as a clever ploy to draw—and keep—attention where it otherwise wouldn’t be.
Translation - Experiences - Rewards - Platforms - Gambits
The translation of digital experiences to physical rewards is rather novel, but other platforms have been trying similar gambits for years. Designers carefully deploy bright colors, casino-style graphics, and all manner of bings and dings to keep us hooked. Facebook-owned Instagram has become a cesspool of visually and literally loud features; a misplaced thumb pad can launch a thousand inane features, none worse than IGTV,...
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