How Ikea Is Like A Video Game
October 6, 2016 in Daily Bulletin
Jamin Warren writes that Ikea’s success is, in part, due to the lessons it has learnt from video games:
- Ikea stores look like they allow you a lot of freedom to explore, but really there’s just a singular path through the store that everybody ultimately ends up on.
- This is similar to games like Grand Theft Auto – they are ostensibly open world games, but there’s a central narrative that players are meant to follow that ties everything together.
- That feeling of freedom and sense of accomplishment when you “find” your own way to the end of the store puts shoppers in a happy mood. 60% of Ikea purchases are made unintentionally.
- In keeping with good video game level design, Ikea ensures that the path curves every 15 meters, because long open walkways are boring. Bends are interesting.
- Ikea also forces you to build your own furniture. It’s challenging – like video games can be – but there’s a clear and tangible reward at the end that makes you feel good about the product.
- Having you make your own furniture has the further advantage of giving it a more artisanal feel and making you appreciate its build. Just like how the most delicious meals are often those you make for yourself from scratch.
- And Ikea has its strange Nordic naming convention – which is essentially its own language, but one that people are able to understand anyway. Video games too, often have their own in-world language that helps deepen immersion.
Read more at Kill Screen.
It’s nearly impossible to find experienced people about this topic, but you seem like you know what you’re talking about!
Thanks