The concept of competitive gaming is nothing new. Ever since Pong became the first bona fide video game, competition has been a part of the landscape. Cut to the modern day, and the internet has made competition in gaming bigger than ever. Online player-versus-player multiplayer, multimillion-dollar esports events, and online leaderboards dominate gaming.
However, in a move that seems somewhat antithetical to its very identity, casual gaming has adopted elements of competition that have completely changed how players interact with these games. While many would say that the introduction of competitive mechanics negates the “casual” in “casual gaming”, it looks like these mechanics are here to stay.
With all that in mind, just how has casual gaming embraced competitive mechanics? Even more pertinently, why has it done so, given that the very nature of the casual entertainment industry seems to be at odds with them?
Gamification to Create Long-Lasting Relationships with Players
To answer the second question in a nutshell, it is because competitive mechanics foster more active relationships between players and games. Instead of passively engaging with a game, players are now encouraged to establish loyalty that rewards them for returning to their chosen title or provider again and again.
This is particularly evident in the iGaming industry. Online casino operators are beginning to introduce competitive promotions that pit players against one another for prizes. Players can opt in to tournaments in which their wins move them up the leaderboard. The higher they appear on the leaderboard, the bigger their prize.
This is not dissimilar to the typical form of leaderboard associated with arcade units. It proves that competition is not restricted to console gaming or PC gaming. In fact, as has become increasingly clear, this technique has been growing in mobile gaming, as the ease of use and sheer variety of options leave developers scrambling for players’ attention.
Big Prizes for Major Mobile App Competitive Tournaments
One of the most famous examples of casual gaming in the last 10 to 20 years has to be Candy Crush. The game has become its poster child, synonymous with the concept of gaming on the go. The tile-matching title, initially introduced on Facebook in 2012, is one of the most popular games of all time. In 2014, it reached a player base of around 93 million people.
Despite being seen as the ultimate mobile ‘mom’ game, it has even become big business in a competitive sense. Candy Crush All Stars is now an annual tournament where players battle it out to qualify for the live finals. It has turned the world’s most popular casual titles into one of the biggest competitions, with up to 15 million people entering.
In its last edition, the winner of the competition took home US$500,000. To put that into perspective, in soccer, the MLS Cup winners net just US$300,000. To say that Candy Crush has become one of the most lucrative games in terms of competitive tournaments is something of an understatement. It shows how reward is the driving force behind the competitive influence in casual gaming.
Do These Mechanics Make Casual Games Less … Casual?
Detractors will say that the introduction of daily leaderboards and quests actually detracts from the casual nature of mobile games. It is hard to argue against that fact, given the regular need to play and check in on games, which is anything but casual. In fact, the time spent on these games has skyrocketed, with Candy Crush alone registering 9 million players logging three hours daily.
However, it is clear that, in a market where loyalty is necessary to stay profitable and relevant in a crowded landscape, these competitive mechanics are here to stay. Whether players are still engaging with the games casually is for them to decide. If the past of gaming is anything to go by, there will be even more big changes on the way anyway.
