Understanding the Fundamentals of Gamification
Gamification introduces game dynamics, mechanics, and thinking into non-gaming contexts, such as applications or websites, aiming to boost enjoyment and involvement. Not to be confused with game development for businesses, gamification draws inspiration from game attributes. Research by Statista forecasts the gamification sector expanding from a $4.91 billion valuation in 2016 to nearly $12 billion by 2021. Moreover, 40% of the globe’s leading companies are leveraging gamification as a key instrument to revamp business processes. With some experts predicting that by 2020 gamification will become ubiquitous, it’s worth delving into the core mechanics it relies on:
- Motivation — The incentives that drive user activity and behaviors;
- Mastery — A compilation of regulations, competencies, and understanding essential for users to execute tasks;
- Triggers — The facilitation of opportunities for users to satisfy their motivations.
Motivation acts as the initial and critical ingredient in this mechanism, supplying users with reasons to engage in certain actions or adopt new habits. The intersection of user behavior patterns with motivational strategies is closely tied to behavioral design, with B.F. Skinner’s work on Operant Conditioning Chambers serving as a foundational model for influencing human activity to cultivate specific habits. Additionally, Mastery is about incorporating skill-based challenges rather than leaving success to chance. For gamified experiences to resonate, users must experience progress and accomplishment. Triggers, or the prompts that bridge motivation and mastery, are essential to gamification. Renowned behavior scientist, BJ Fogg, identifies three trigger types: facilitators, signals, and sparks, each playing a role in catalyzing user action. And to drive the desired actions, gamification deploys mechanics such as goals, badges, levels, rapid feedback, leaderboards, competition, collaboration, and points.
Key Strategies to Make Gamification Effective
Gamification sets ambitious expectations. It’s heralded as a transformative resource for encouraging behavior change, skill development, and problem-solving. When integrated within businesses, it’s shown to boost customer engagement, augment employee performance, and assist in areas like training, self-improvement, innovation management, among others. The employment of gamification has been linked with increased web traffic and streamlined conversion and onboarding processes. In addition, per a recent study, 55% of Americans express interest in joining a company that utilizes gamification to enhance productivity. Could gamification truly be the solution businesses have been searching for? That remains to be tested, but the critical aspect is establishing precise objectives and applying gamification judiciously:
Focus on Well-Crafted Experiences
Just as poor user experience can cripple a product, so can inadequately implemented gamification elements lead to failure. Formulate Clear Business Objectives Gamification shouldn’t be adopted merely because it’s fashionable. There must be a clear corporate aim driving this choice. Analyze thoroughly to ascertain if gamification is indeed the best approach to attain these objectives. Nurture Genuine Motivation Handing out mere badges, points, or constructing leaderboards isn’t sufficient. For true user engagement, the rewards offered should hold significance and genuinely incentivize users to proceed. Align Business and User Goals Neglecting to consider client-centric design and their aspirations when adding gamification can be a fundamental misjudgment.
Spotlight on Gamified Applications
To better grasp gamification’s application and its potential as a game-changing business strategy, let’s examine some successful examples of its implementation in business apps.
Magnum Pleasure Hunt
An AR-powered application engages users through a game-like experience of solving puzzles to collect Magnum ice cream treats. This initiative has captivated over 20 million participants, generating substantial marketing engagement.
eBay
This e-commerce giant has long been infusing the shopping experience with gamification through mechanisms like bidding, mutual feedback, and rewards for achievements, inviting a more exciting approach to online shopping.
Duolingo
Boasting approximately 60 million learners, Duolingo gamifies language acquisition with its in-app currencies, badges, and challenges, transforming education into an entertaining journey.
Starbucks App
The inclusion of gamified elements in the Starbucks app has reaped astonishing results, attracting 120 million engagements. Features like AR interactivity and sending Valentine cards, along with incentives like free products, have heightened the app’s allure.
Nike+
Nike’s application incentivizes running with rewards, achievements, and surprises. It fosters a competitive spirit by permitting users to monitor and challenge their peers, aligning with personal fitness goals.
Foursquare & Swarm
Foursquare’s expansion to a 50 million-strong user base can be attributed to its gamification strategy, embracing check-ins, location sharing, and rewarding the most active users with badges and exclusive titles.
Final Thoughts
Gamification holds the promise of solving numerous business challenges: bolstering customer loyalty, streamlining training processes, driving website visitors, and translating them into clients with greater efficacy. It’s pivotal to recall that while gamification isn’t a panacea for all corporate woes, when thoughtfully designed, it can significantly assist in meeting particular objectives, provided it’s fine-tuned not only to business issues but also to customer needs and preferences.
