LinkedIn is testing a new approach to engagement by
introducing casual games to its platform. In a departure from its typical
professional focus, the networking site plans to beta test puzzle games that
users can play directly in the LinkedIn mobile app.
According to reports, LinkedIn is developing three initial
puzzle games called "Queens", "Crossclimb", and
"Inference". These games will allow users to play solo or participate
in team-based, competitive gameplay. LinkedIn aims to make the games simple
enough that brief sessions can be incorporated into workplace breaks. However,
they also see potential for the games to facilitate social connections between
users.
Scores and rankings will track individual and company-wide
performance. This competitive element is intended to spark conversations around
results. It may also provide bragging rights for top-scoring companies to tout
with clients. Only time will tell if users will appreciate bringing a gaming
component into their professional networking activities through LinkedIn.
Incorporating games marks a divergence for LinkedIn, which
traditionally focuses on career development features. However, their goal is to
increase engagement levels by giving users an additional reason to spend more
time interacting on the platform.
If members participate in the games, it could translate to
higher usage metrics. This would benefit LinkedIn's business models centered
around advertising and recruiting tools.
Of course, questions remain around whether a gaming feature
truly aligns with LinkedIn's overarching mission. Their audience of
professionals may not react positively to incorporating casual distractions
into their LinkedIn experiences. Only testing can reveal how receptive the
community will be to trying out the puzzle games when they are introduced.
Regardless of whether games stick around, LinkedIn's
experiment shows their willingness to explore new ways of capturing user
attention. As social platforms continuously test novel features, professional
networking sites may need to get more creative too.
It will be fascinating to watch how LinkedIn members respond
to having games added to the mix of their professional profiles and updates.
Stay tuned for updates on the testing and results of LinkedIn's surprising new
direction.
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