![]() Playing Safeway Monopoly got me thinking about collection mechanics in games because of how poorly they were implemented in the design of this promotional event. In my frustration, I took a step back to analyse the problems with this form of “gamified” marketing. Safeway Monopoly (like the iterations of McDonald’s Monopoly I’d played with a fervour before it) left me feeling disappointed at having wasted my time tearing up game pieces, trying to stick them in the correct places on a convoluted board, and finding out that I was just one ticket away from most of the smaller prizes. I wasn’t holding out hope for the $1 million cash or the vacation home, but given that I had hundreds of game pieces by the end of the promotion, I was confident I’d get something, even just a $5 Safeway gift card. ![]() Since I had so many game pieces, I decided to give it a go, convinced that I would come away with at least one prize from the collection of sets of pieces, since collecting all pieces of a given set would win you the corresponding prize. a free bagel, or 50% off sour cream) and four game pieces to place on a Safeway Monopoly board. I had to do the shopping for a couple of big events, so at the cash register after some large purchases I was given stacks of Safeway Monopoly tickets, each a little paper packet from which you tear out a coupon that’s possibly an Instant Winner (e.g. From February to April this year, Safeway ran its Monopoly promotion. ![]()
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