Click, click, click the attention economy is booming.
There are now over five billion active social media users spending on average two and half hours per day using social media platforms.
So what are we doing in there and how are these platforms engaging their users? It seems like Telegram has found a sweet spot between social and gamers. Web3 gaming paired with social media has propelled gaming into the hands of millions of Telegram users in recent months.
The battle for our attention is nothing new. Media and social media giants have long understood the benefits of adding gamification would keep us hooked. However, as Web3 adds in the ability to earn, the lines between playing, socialising and doing business are blurring.
The evolution of gamification
Applying gaming components to non-game contexts has been around for decades. It began in the gaming industry, where early video games like Pac-Man and Super Mario introduced us to addictive mechanics like advancing levels, collecting rings and bonus levels. These elements kept players engaged for hours, often returning for more, laying the foundation for what we now recognise as gamification.
After this, media outlets introduced interactive quizzes, polls and comments sessions to enhance engagement. But it wasn’t until Facebook and Twitter came along that the use of algorithms to personalise individual timelines and provide an endless loop of engagement mechanics. Everyone loves a like or a share.
How Web3 game publishers capture attention
Now enter the world of Web3, powered by blockchain technology where the game publishers can use real life rewards to entice further engagement. The publishers have the ability to create entire new economies where earning becomes a feature.
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Take Upland, for example, a blockchain-based property trading game. In Upland, users buy, sell, and trade virtual properties mapped to real-world locations. Users earn the Sparklet currency by owning properties, completing collections, and participating in events. The potential for real-world value, as properties can be bought and sold for real money, adds a layer of high-stakes engagement that traditional games could only dream of.
The genius of Upland lies in its design. The game taps into our intrinsic desire for ownership and achievement. Each property purchased or collection completed triggers a dopamine hit, encouraging players to invest more time and money. The introduction of metaventures — user-owned businesses within the Upland metaverse, turns players into entrepreneurs within a virtual environment. This blend of real estate, gaming, and finance keeps users engaged for the long haul, making Upland not just a game but a thriving digital economy.
Reimagining the relationship between social media and game publishers
Web3 is offering new ways to gamify social interactions. Telegram, with over 900 million users, has become a fertile ground for Web3 games. As of December 2023, only one per cent of these users were gaming, but the rise of simple, hyper-casual games like those on the TON network has changed that. “Hamster Kombat,” a crypto game launched in March 2024, has grown to over 200 million users.
TON games are easy to install, play, and connect to crypto, breaking out of the crypto echo chamber and appealing to mainstream audiences. This simplicity has driven the success of games like “Catizen,” with 23 million users, and “Notcoin,” with over 40 million. These games are not just entertaining—they are a new form of digital interaction where users can earn rewards with real-world value.
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The beauty of these games is their simplicity, they require minimal effort yet offer rewards. This combination makes them incredibly effective at capturing attention, particularly in an age where micro-engagement is key. Users who are already familiar with the quick hits of dopamine from likes, comments and shares are jumping into these games.
Moreover, the integration of blockchain technology means that these rewards have real-world value. Users can trade their earned tokens for other assets, sell them for cryptocurrency, or use them within the platform, creating a cycle of engagement that’s hard to break. If attention is already a form of currency for media giants and social platforms then why shouldn’t users be earning some of this currency?
The future of gaming in the attention economy
Our attention spans are getting shorter and there are social concerns to consider as we spend more and more online. However, gamified environments that foster positive behaviours, increase motivation and encourage more social interactions need to be applauded.
The key will be having a balance and making informed decisions when it comes to engaging with all online games. Onchain gaming protocol Tashi believes that truly decentralised gaming offers a unique opportunity to bring Web2 and Web3 gamers together.
Looking ahead, emerging trends like augmented reality (AR) and virtual reality (VR) are set to take gamification to new levels, creating immersive experiences that could make today’s digital interactions seem minor by comparison.
Responsible design, transparency, and user empowerment ensure that the right ethical considerations are taken into account when creating future games.
Whether through Upland’s digital real estate empire or Telegram’s hyper-casual games, the world of gamification using Web3 technologies is hitting mainstream. Our attention is dwindling by the day and we yearn for the next dopamine hit. Micro-rewards via these in-app social games are the hit we never knew we needed.
The question now is how will game studios and designers find a way to block out the noise and create the next Mario kart that we can’t stop playing?
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