Definition
Gamification is the use of game design techniques in contexts that have nothing to do with games, such as education, business, or social contexts. For example, a company may adopt techniques used by game designers and apply them to a non-gaming website to improve customer engagement and loyalty.
Taking popular elements of games and their application to non-game actions is not a new idea. Gamification has been used for many years in the form of hotel loyalty clubs and credit card rewards programs or retail stores. Still, gamification is a buzzword today, as it’s popular with younger, tech-savvy consumers who tend to look for engaging experiences.
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Gamification doesn’t mean games for business
Gamification is not about creating games for business or creating something new. It is the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals. Gamification is nourished by the basic wants and needs of users, impulses that revolve around the idea of status and achievements.
The oldest example of gamification is the frequent flyer programs that airlines offer as part of their customer loyalty programs.
Gamification techniques strive to tap into people’s natural desires to achieve, offer competition, status, altruism, collaborate with the Community, and many more. Companies can use gamification to drive user behaviors where they are advantageous to their brand.
A common gamification technique is to increase participation through rewarding, through badges and points, users who perform desired tasks. Competition is another technique that can be used in gamification, as the desire to appear at the top of a ranking leads customers to complete more tasks, which in turn increases their engagement with the brand.
Gamification and Big Data
Gamification is a very practical technique for taking advantage of large volumes of data. It is a powerful tool to motivate better performance, business results, and generate a competitive advantage. By obtaining and analyzing the big data on behaviors, companies can create a more engaging experience that motivates employees and users. 71% of companies use Big Data to make a significant impact on sales.
By providing extensive information about user behavior, Big Data can indicate which activities, types of content, and frequencies are giving the best results. It also allows companies to adapt to various user behaviors and motivations. In order to get the maximum value from gamification, it is important to go beyond the data and try to understand not only how users are behaving but also ask “why they behave like this” and also produce creative ideas to improve the system.
Effective utilization of data analytics and gamification, in turn, helps businesses sell more and increase customer loyalty.
Frequently asked questions about Gamification
What does Gamification mean in digital marketing?
Gamification refers to the concept described in this glossary entry: Definition Gamification is the use of game design techniques in contexts that have nothing to do with games, such as education, business, or social contexts. Gamification has been used for many years in the form of hotel loyalty clubs and credit card rewards programs or retail stores. It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Gamification?
Teams should review Gamification when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Gamification used in a digital strategy?
Gamification is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Gamification?
A common mistake is using Gamification too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.