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“Wordle” Nasıl Reklam Yapmadan Milyonlara Ulaşmayı Başardı? - REDRA
Bill Gates’in bile her sabah oynadığı, tüm dünyaya yayılan Wordle oyununu oynamayan var mı? Tahminimizce buna “hayır” diyen çok az kişi vardır. Peki bu kadar basit ve günde sadece 1 kere oynanabilen oyun, nasıl milyonlara ulaştı dersiniz?
2013’te Josh Wardle tarafından icat edilen ve pandemi döneminde hayatımıza giren Wordle, 90 kullanıcı sayısını 3 ayda 3 milyona çıkardı ve herkesin hayatında yer etti. 2025’e kadar ise hedef 10 milyon kullanıcı.
Wordle oyununun reklam yapmadan milyonlara ulaşarak bir fenomene dönüşmesinin ardında basit ama etkili yöntemler yatıyor.
Basit ve erişilebilir
Wordle’ın başarısının arkasındaki en büyük etkenlerden biri, oyunun son derece basit ve erişilebilir olması. Her gün sadece bir kelime tahmin etme hakkınız var ve toplamda altı deneme yapabiliyorsunuz.
Kurallar basit: Doğru harfi doğru yerde tahmin ederseniz yeşil, doğru harfi yanlış yerde tahmin ederseniz sarı, yanlış harf tahmin ederseniz gri renkle gösteriliyor. Bu kadar basit bir konsept herkesin kolayca anlamasını ve oynamasını sağladı.
Sosyal medya ve viral yayılım
Wordle’ın viral hâle gelmesinin bir diğer önemli sebebi ise sosyal medyada kolayca paylaşılabilen bir yapıya sahip olması. Oyuncular, başarılarını ve ilerlemelerini sosyal medya platformlarında, özellikle X’te paylaşarak oyunun yayılmasını sağladı.
Paylaşımlar genellikle ilgi çekiciydi. Bu da başkalarının merakını uyandırdı. Bir arkadaşınızın veya takip ettiğiniz bir kişinin Wordle paylaşımını gördüğünüzde, hemen siz de denemek istediniz.
Hele ki pandemi döneminde olması sosyal medyadaki yayılımı arttırdı. Yapılacak başka bir şey yoktu ve siz arkadaşlarınızla oyun sayesinde etkileşim kurdunuz.
Minimalist tasarım ve reklamsız deneyim
Wordle’ın tasarımı son derece minimalist ve sade. İnternet tarayıcısı üzerinden kolayca erişilebilen bu oyun, herhangi bir indirme veya üyelik de gerektirmiyordu . Ayrıca oyun içerisinde hiçbir reklamın olmaması, kullanıcı deneyimini oldukça olumlu hâle getirdi.
İnsanlar sık sık reklamlarla karşılaşmadan rahatça oyun oynayabiliyorlardı ve bu durum, kullanıcıların oyunu daha fazla sevmesine ve tavsiye etmesine yol açtı.
Ağızdan ağıza pazarlama
Wordle, klasik anlamda bir pazarlama stratejisi yerine ağızdan ağıza pazarlamanın gücünü kullandı. İnsanlar oyunu oynayıp beğendikçe, çevrelerindeki insanlara tavsiye etmeye başladılar. Bu organik büyüme modeli de oyunun hızla popülerleşmesine yardımcı oldu.
Günlük meydan okuma
Oyunun her gün sadece bir kelime tahmini sunması, oyuncuların her gün tekrar dönmesini sağladı. Bu günlük meydan okuma, oyuncularda bir rutin hâline geldi ve böylece kullanıcı bağlılığı arttı. Her gün yeni bir kelime ile karşılaşmak, oyuncuların heyecanını ve ilgisini canlı tuttu.
Gizem ve zekâ oyunu hissi
Wordle, basit olmasına rağmen, oyunculara zekâ oyunu hissi de veriyor. Doğru kelimeyi tahmin etme süreci, oyuncuların kendilerini zeki hissetmesini sağlıyor ve bu da onları oyunu oynamaya teşvik ediyor. Ayrıca her gün sadece bir oyun hakkı verilmesi, oyuncuların merakını artırıyor ve ertesi gün tekrar dönmelerini sağlıyor.
Oyunun yaratıcısı bu konuda ne diyor?
Sosyal medyada çığ gibi büyüyen ve milyonların sevdiği bir oyun olması, Wardle’ı biraz tedirgin etmişe benziyor. Verdiği bir röportajda viral hâle gelmesinin pek iyi hissettirmediğini, oyunculara karşı sorumluluk hissettiğini belirtiyor. İşlerin yolunda gitmesi ve her şeyin doğru şekilde çalışması için onlara borçlu olduğunun da altını çiziyor.
Ne diyelim, iyi ki reklamlardan sıkıldığımız ve saatlerce zamanımızı harcadığımız oyunlar yerine böylesi bir basit oyun hayatımıza girdi.
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