In today’s evolving gaming landscape, the challenge isn’t just about delivering visually stunning graphics or captivating narratives—it’s about fostering a deeper connection between players and the worlds they explore.
This requires more than just technical mastery or creative storytelling;. It it demands a deeper psychological strategy. One such psychological principle that has proven transformative in this regard is the IKEA Effect, a psychological phenomenon that highlights how people place greater value on things they have helped create. First identified by psychologist Michael Norton in 2011, the IKEA Effect explains why we feel a stronger attachment to something we’ve invested effort into, even if it’s imperfect.
As a game developer, understanding the IKEA effect opens opportunities to deepen your players’ engagement with the game. By giving players the chance to invest creatively in the world of the game, developers could foster a sense of ownership and attachment that goes beyond what traditional pre-made content can offer.
Core Cognitive Principles in The IKEA Effect
The IKEA Effect is rooted in three major cognitive principles that shape human behavior and perception. These are the need for competence, the concept of effort justification, and the endowment effect.
Competence
Legendary behavioral scientist Albert Bandura demonstrated this effect in his 1977 paper when he showed how successfully completing tasks increased people’s feelings of competence and control.
Effort justification
Effort justification is where people elevate the value of outcomes they struggle to achieve. Nobody likes to think they’ve wasted time and energy in pursuit of a worthless goal, so we tend to view our aims as more valuable than they are.
Endowment effect
This cognitive bias occurs when individuals overvalue items they personally associate with. In games, the sense of ownership players feels over elements they create, or influence amplifies the perceived worth of those contributions. While the endowment effect focuses on connection, the IKEA effect highlights how effortful creation deepens that connection. Together, these biases form a powerful dynamic that enhances player engagement.
The IKEA Effect in Gamification
In the context of gamification, this effect can be harnessed to enhance user engagement. By allowing users to contribute to the creation or customization of content, platforms can increase users’ perceived value of the experience.
This sense of ownership and personal investment leads to higher engagement and satisfaction. For instance, when users assemble or customize elements within a platform, they are likely to develop a stronger attachment and value the experience more highly.
How can the IKEA effect be used in gamification?
Encourage users to be co-creators
Encourage users to be co-creators by actively seeking their input and involving them in shaping the experience. Whether through feedback, content creation, or design choices, allowing users to contribute strengthens their sense of investment and connection.
Empower personalization with configurators
Allow users to tailor their experiences through interactive product configurators. By enabling them to shape elements of the platform or service, you increase their sense of ownership and commitment to the final product.
Challenge minds with interactive puzzles
Engage users through quizzes, visual challenges, and problem-solving activities. When users invest effort to uncover information or complete a task, their sense of accomplishment heightens their attachment to the platform.
Gamification by Agate
Agate, through Level Up powered by Agate, has embraced the IKEA Effect in its gamification projects, creating experiences that drive significant user engagement. Our collaborations with L’Oréal and Erajaya stand as prime examples of this approach.
L’Oréal crafted an engaging “MYSLF Discovery Game” – a word search experience designed to weave a narrative around the MYSLF perfume. Players embarked on a journey to discover words that embodied both the essence of the fragrance and the wearer’s personality. This approach fostered a sense of ownership and connection between the player and the product, helping to generate over 7,000 leads.
Erajaya Group continued its success of using gamification to celebrate milestones and engage its customers in 2024 through Cari Kata games. This word search game not only attracted new users but also strengthened the bond with Erajaya’s loyal customers, contributing to the success of the Eraversary campaign. The game achieved remarkable results, generating over 16,000 sessions throughout the 2024 campaign.
Ready to create a game that engages players on a deeper level?
Get in touch with our team at enterprise@agate.id for gamification services that prioritize player engagement and retention. Let us help you incorporate The IKEA Effect in your gamification projects.
