Your Product is a Game (and Here’s How to Win It)
Lessons from Game Design to Build Products People Can’t Stop Using
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Games have long been masters of engagement, perfecting techniques to captivate players for hours. From classic games like Super Mario Bros. to cultural phenomena like Fortnite, the key to their success lies in their ability to create an experience that players want to return to again and again.
For me, as someone who was a Gaming PM, the parallels between game design and product management have always been fascinating. Games taught me early on that engagement isn’t about flashy features or gimmicks—it’s about understanding the core behaviors that drive people and designing around them. This is something every product manager can learn from, regardless of the industry.
What Is a Core Loop?
At the heart of every great game lies the core loop—a simple, repeatable action that forms the foundation of engagement. It’s the activity players perform repeatedly, and it’s designed to be both satisfying and rewarding.
Take Super Mario Bros. as an example. The core loop is running, jumping, and progressing through levels. In Fortnite, the loop is landing, scavenging resources, and battling opponents. But this isn’t just about video games—it applies to classic childhood games too. Think of hide-and-seek. The core loop is hiding, searching, and discovering. It’s so engaging that kids can play it for hours without needing any other incentive.
Now, think about real-life products. The core loop is the repeated action that defines the user experience. For Amazon, it’s searching for and purchasing items. For Netflix, it’s selecting and watching content. For Instagram, it’s consuming and creating visual posts. Everything else in the product—the UX design, recommendation systems, and features—exists to make the core loop more seamless, engaging, and repeatable.
Designing the Core Loop for Your Product
Your core loop is the heartbeat of your product. To design a strong loop:
Identify the Key Action: What is the one activity users must perform repeatedly for your product to succeed? For Duolingo, it’s completing lessons. For Uber, it’s booking rides. For Spotify, it’s discovering and listening to music.
Make It Delightful: If the core loop feels like a chore, users will drop off. Think about the tactile satisfaction of swiping tiles in Candy Crush or the universal thrill of being "found" in hide-and-seek. Your loop should evoke a similar sense of ease and pleasure.
Focus on Efficiency: A great core loop minimizes friction. Amazon’s one-click checkout and Netflix’s autoplay feature are perfect examples of removing barriers to engagement.
Supporting the Core Loop: Lessons from Games
In games, the core loop doesn’t exist in isolation—it’s enhanced by features that add depth, variety, and rewards. These elements aren’t distractions; they’re carefully crafted to keep players invested.
Amazon:
Core Loop: Searching for and purchasing products.
Supporting Features:
Personalized Recommendations: Keeps the experience fresh and engaging.
Prime Membership: Reduces barriers like delivery costs, encouraging repeat purchases.
Easy Returns: Builds user trust, ensuring they’re comfortable engaging in the loop.
Duolingo:
Core Loop: Completing short language lessons.
Supporting Features:
Streaks and Rewards: Keeps users motivated to stay consistent.
Gamified Feedback: Celebratory animations and progress tracking reinforce the habit.
Daily Goals: Provides structure and focus, making the loop manageable.
Fortnite:
Core Loop: Landing, scavenging resources, and battling opponents.
Supporting Features:
Cosmetic Rewards: Skins and emotes add personalization to the experience.
Seasonal Challenges: Introduce variety and keep players coming back.
Social Interaction: Playing with friends enhances the core loop.
Adding Depth: Secondary Loops and Progression Systems
The most engaging games go beyond the core loop by introducing secondary loops—optional activities that complement the main gameplay. In Zelda: Breath of the Wild, while exploration and combat form the core loop, secondary loops like cooking or solving puzzles provide variety and additional rewards.
Similarly, in products, secondary loops can add depth. For instance:
Spotify: While the core loop is listening to music, creating playlists and following artists are secondary activities that deepen engagement.
Amazon: Browsing reviews or creating wishlists enriches the shopping experience.
Another critical component is the progression system. Games like World of Warcraft or Fortnite use leveling up, unlocking abilities, or completing quests to give players a sense of growth. Products can mirror this by providing tangible markers of progress. For example:
Duolingo: Tracks XP and levels, giving users a clear sense of accomplishment.
LinkedIn: Uses the profile strength meter to nudge users toward completion.
These systems tap into a universal desire for achievement and growth, keeping users invested for the long term.
Feedback Mechanisms: Celebrate the Loop
Immediate feedback is a cornerstone of game design. Every action in a game is reinforced by visual, auditory, or even haptic cues. In Candy Crush, matching tiles triggers explosions and sound effects, making the loop inherently rewarding.
Products can adopt similar mechanisms. For instance:
Uber: Real-time driver tracking gives users instant feedback and reduces anxiety.
Slack: Witty loading messages make even mundane actions feel engaging.
Duolingo: Playful animations celebrate user progress.
These feedback mechanisms ensure that users feel seen and rewarded for their efforts, creating a sense of delight that reinforces the core loop.
How to Apply This to Your Product
As a product manager, your role is to think like a game designer. Start by mapping out your product’s core loop. Ask yourself:
Is this action intuitive and rewarding? If not, refine it.
Do supporting features enhance the loop or distract from it? Remove anything that doesn’t align.
Are we providing users with a sense of progress and accomplishment? Incorporate progression systems and feedback mechanisms where appropriate.
Finally, remember that even the best loops need to evolve. Games like Fortnite regularly introduce new mechanics, challenges, and rewards to keep players engaged. Similarly, your product should adapt based on user feedback and changing needs.
So…
Games have mastered the art of engagement, and their principles can transform how we think about products. By designing a strong core loop, supporting it with thoughtful features, and layering in progression systems and feedback, you’re not just creating a product—you’re creating an experience users will love.
So the next time you’re stuck, think about your product like a game. Ask yourself: What’s my core loop? And how do I make it irresistible? Get that right, and you’ll have something people won’t want to put down.