GAMIFICATION
Gamification is the application of game elements and digital game design techniques to non-game problems like business challenges and social impact challenges. Gamification is the process of taking something that already exists – a website, an enterprise application, an online community – and integrating game mechanics into it to motivate engagement, participation, and loyalty. Gamification takes the data-driven techniques that game designers use to grab players, and applies them to non-game experiences to motivate actions that add value to your business.
Gamification techniques strive to people’s natural desires for contest, acquirement, Status, Altruism, Community Collaboration, etc. Gamification is used in business to drive desired user behaviors that are advantageous to their brand. One common technique of Gamification is to increase engagement by rewarding users who accomplish correct tasks. Rewards such as Badges and Points are used to elevate Status by showcasing the expertise, talents, and performance of users. Competition is another capability that can be used in gamification. The wish to appear on the leaderboard drives players to complete more levels and makes fueling deeper engagement.
Gamification is done on 10 primary game mechanics, proven to motivate and engage users, and may use any combination of these techniques to accomplish business goals.
- Fast Feedback: Instant feedback or response to activities
- Transparency: Where everyone stands
- Goals: Short and long term goals to attain
- Badges: Evidence of accomplishments
- Leveling Up: Range within my community
- On boarding: An attractive and compelling way to learn
- Competition: The task done by me while compared by others
- Collaboration: Achieve a goal working with others
- Community: A context for achievement
- Points: Tangible, measurable evidence of my accomplishment
Gamification can be applied to many facets of technology and has evolved in the recent years. Over 70% of Forbes Global 2000 companies surveyed in 2013 said they planned to use gamification for the purposes of marketing and customer retention.
- Nike uses gamification in their Nike+ applications to encourage and reward users who maintain an active lifestyle.
- My Starbucks Rewards uses gamification to incentivize and reward customer loyalty
- Deloitte gamified the Deloitte Leadership Academy to increase engagement in their training programs.
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