Fort Knox Bingo Daily Challenges began life as a rather ambitious project aimed at player retention. Analysis had revealed player drop-off points, both early on, and a few weeks into play. How could we keep players satistfied and coming back? Introducing daily challenges would bring a player back daily and reward them with credits and Bingo Daubs.
We hoped to create a lively, authentic experience building anticipation and moments of delight. Look and feel revolved around a mid-century bingo parlor: the bingo ball cage, the hall with its array of tables, a sense of community space. We let the bingo boards and dauber utilize a skeumorphic representation. Colors were bright, patterns were retro.
Flows and Wireframes
While this emulated a bingo experience, it was not actually a bingo experience in that you were pitting your card configuration against that of another player. Instead you were collecting daubs to fill out the board to earn prizes. To that end, we needed to manage user expectations with a FTUE/Info flow that illustrated the way to earn daubs, how return visits added to your credits and chances, and the nature of the bingo rounds.
And since as time went on, you grew more likely to earn multiple bingos in a visit. We had to design an order of operations that was most likely to feel exciting the player AND result in few to no CS calls about "missed bingos". We also had to decide how to best encourage the player to return daily, and how to handle expiry on daubs and boards without feeling overly punitive. A diligent player could earn a blackout and a proportionally higher credit reward but a casual player should be able to garner 1-2 bingos through the course of a round. Round lengths themselves were initially a week, but able to be configured according to needs, in order to hit holidays or align with internal launch campaigns.
The Essentials
1. The user is presented with 3 Daily Challenges with rewards and tracked progress.
2. A daily timer tells the user how much time is left to complete Challenges.
3. As the user completes Challenges, they are awarded daubs.
4. While the Challenges change every day, the user’s board will last for a week, giving them time to return and complete BINGOS.
Icons and Signposting
A dedicated icon in Top Bar entices the user to enter the feature. FTUE includes visual cues to alert users.
From within the game, an icon descends on a tray in order to alert the user to a goal achievement. The user can also access the Feature Home from this icon.
The Completed Feature
Additional Credits:
Designer: Lucy Tibbetts
Final UI: Derek McCaughan, Andy McCulloch