I helped a play-to-earn gaming platform to merge B2C and B2B propositions and create sticky patterns for their players.
Beginning my contract during a transitional period for GameStake, I was greeted with dozens of unscoped and untested ideas for the Swift based iOS app. Good problems!
To help provide some clarity and better understand the product landscape, I wasted no time in creating an idea leaderboard in Notion. This invaluable exercise not only helped me to understand each stakeholders bias, but pitted divergent ideas against each other.
Tracking any one idea through impact, technical difficulty and the state of testing made it clear which high value features could be cost effective to deliver to GameStake players.
In GameStake time equals money. It’s a very simple dynamic that everyone in the business can champion but end users could not seem to understand. A lot of intent was created in the dashboard that was sadly diluted within games. Each Unity game seemed to present the play-to-earn concept in a different way. I pulled from behavioural design theories like Yu-kai Chou's gamification framework to engage and motivate GameStake's players.
Creating a shared heads up display between games I carried through elements from the home dashboard and made time-relevant game events consistent, exciting and dynamic. This helped to reinforce that the time spent drives experience. I handed off Figma files with a themed breakdown of the heads up display for each game.
With the play-to-earn dynamic settling in based on results from app tracking services, myself and the product team set about crafting more features that would drive up time spent per user. We created an empowering experience point system, integrated a micro-service for brand deals and enhanced the referrals scheme to name but a few.
In particular, the new approach to the refer a friend scheme increased the virality of sharing codes, made referral tasks clearer and allowed players to track their earnings.
In recent months, prioritising ideas internally and improving the clarity of messaging to players has helped to distill what GameStake can bring to the market. It is incredibly satisfying help a start up reach a point of saturation in their feature set which allows them to truly push towards new goals.
Tying in the P-2-E platform with burgeoning brand partnerships (including the likes of Amazon and Uber), I helped the product team conceptualise a B2B dashboard where companies can target GameStake users with unique contests. The platform nurtures players of varying skill levels, collecting their interests. Meanwhile brands can pay to target specific segments in exchange for exposure on one of the fastest growing iOS platforms.
