The Power of PvP and Time Sensitivity

So, I had bought some power tools online from PropertyRoom.com last week.  It was my second purchase from the site, and overall I think they do a good job of running an online auction platform.  

It's not terribly sexy -- but it works.

The experience got me thinking about the power of two key game mechanics:  PvP (player vs. player) competition and time sensitivity -- how they can be leveraged across interactive experiences to:

A.) Drive engagement

B.) Raise the stakes for this engagement, resulting better monetization

As every merchant knows, there is nothing better than a competitive bid to jumpstart the limbic brain -- and drive up the price of a given item.  From my perspective, PvP competition in an auction is a series of discreet moments (facilitated by key touch points) that promote a win at all costs, zero-sum mindstate.

Step 1.) Existing bids -- X number of people want it.  I want it too.

Action: Let’s add it to my Watchlist.

Step 2.) New bidding activity -- (currently communicated via email communications, could be improved with push messaging with a native App) – each update creates more visibility for bidding activity. 

Action: Return to site / platform.

Step 3.) Closing moment --  while the site enables proxy bidding, the combination of the countdown clock and the anticipation assures the customer will return to the product page, if they are able.

Action: Return to site / platform / bid or raise bid

Step 4.) Final close -- the cliffhanger.  Did I win?  Did I wager enough?  Suspense (don’t underestimate the importance of this emotional beat…)

Action: Bid or raise bid

Step 5.) Auction won!  Confirmation and endorphine release (& small pang of buyer's remorse).

A quick look at this consumer flow shows several ways it can be optimized and / or improved (better UI to emphasize the key data points necessary to fuel engagement, a native app with push messaging, bid alert settings for frequency, timing and price, etc.)  But it works because the basics of competitive play are upheld.

A larger subject – and one that is beautifully considered by @quinns108 here on kotaku (within the context of games) is how to move beyond zerosum, win / lose mechanics to become more inclusive.  One thought:  the introduction of the random chance?   Incentivized collaboration al la Groupon?  It’s a much larger subject, but one that demands more study.