- Posted October 21, 2013 by
How candy-crush uses human behavior to make it an addictive game?
Most of us are aware of games like candy-crush (like bejeweled) and like playing such games.
Logically if we think, this game has nothing to do with competition (even though there are elements of competition such as 3-star rating, scores to achieve. etc) because the entire game is based on randomness and chance (most of the games are based on chance, but there is some sense of strategy involved). The game is loaded with random arrangement of candies. Your move which brings new candies are also based on random algorithm - Basically there is no sense of strategy to this game.
Then why do users like this game? and why are they addicted to this game? The answer is - use of human behavior
1. Humans get fascinated when one good thing leads to another good thing - and that’s what the combos represent.
We humans love when something nice happens to us or we achieve something. Candy-crush mimics the sense of achievements with combo moves (even though they are based on random logic), users love it when they hit a jackpot of combo moves (like “Sweet”, “Tasty”, “Divine” or “Delicious”) - They get a sense of achievement, feel of accomplishment.
2. Humans don’t like losing for long time - and that’s what the wait time-out represents.
Nobody likes to lose (or at least nobody likes to lose continuously for long time), and thats what candy crush takes care of. If you lose the game for more than X times it will not allow you to play for certain minutes. This makes you come back after sometime and try again. If there was no time-out users would continue to play and may be lose more and give up the game or get bored of the game.
3. Humans love to win against family and friends in a game - and that’s what the social integration represent.
We all like to be ahead in the competition against our friends and family. Candy crush has social integration which makes it a social competition. Users can post their scores on Facebook.
4. Humans like change - and that’s what the levels and difficulty change in it represent
We all like change and don’t want to play a static game. Even though this game based on randomness and there is no predictability, it still retains user through its difficulty of randomness. They new ways of bursting candies and difficult ways.
This game is irrational as it is based on randomness and there is no true comparison of achievements between 2 users, yet this game manages to make the users addicted to the game by mimicking the human behavior and makes it a rational game.
This shows how the app/game or any product should be designed - It should somehow represent human behavior.