Gamification is one of the most popular, name-dropped buzzwords among marketeers today. There is no real mystery to it. We have all ‘gamified’ something in our lives. Simply put it is the use of game thinking and mechanics in non-game contexts to promote users to take desired behaviors or actions.
More than 70% of the world’s largest 2,000 companies are expected to have deployed at least one gamified application by year-end 2014 (Gartner) The overall market for gamification tools, services, and applications is projected to be $5.5 billion by 2018 (M2 Research) Consumer-driven gamification commanded more than 90% market share in 2011 (M2 Research)
Game mechanics can come in many forms but usually involving fostering competition, rewarding users for reaching goals, adding narrative or managing user progress on leaderboards. It works by making technology more engaging, by showing a path to mastery and autonomy, by helping to solve problems and not being a distraction, and by taking advantage of humans’ psychological predisposition to engage in gaming.
Gamification and social media have changed the way people engage and expect to engage with each other. A great way to encourage consumers to create a buzz about your brand on social networks is to “gamify” their social experience. By engaging users in fun ways you can drive repeat traffic to your social channels by creating a contest or through longer-term projects that tie into the features of specific social platforms, such as Facebook. If done right you can produce meaningful results. This means that the ‘gamification’ techniques you adopt needs to focus on a clear consumer need, be compelling, and deal with something people want to do.
One of our favorite gamification examples is the speed camera lottery. Essentially, the speed camera scans all motorists number plates. Speeding motorists are fined, and the money goes into a lottery fund. Those motorists that are not speeding, are given a lottery ticket to win the fund. By sticking to the speed limit, you enter yourself into the game. Apparently, this dramatically reduced the speed on the road, but because the local councils in the UK benefit from the speed camera funds, I doubt we will see them here any time soon.
As games developers, we have oodles of experience when it comes to developing compelling, fun and educational digital interactions. We have developed socially and gamified sites for large brands which have influenced sales behaviour (pantene ‘Make a Swisssh’) Having spent years developing award winning and innovative digital experiences for huge consumer brands…Check out some our games