Gamification – ahh that old buzz word.
The term ‘Gamification’ has certainly become more popular in recent times, however the concept itself is not a new one.
Brands have been utilising game mechanics to turn mind numbing content into fun games for their consumers for years.
I have been a closet Pokemon player for years, and will pretty much play any game going – so the idea of gamification revamping boring branded content into games I can become addicted to, is really quite appealing.
Gartner released a report claiming that, ‘By 2015, More than 50% of organisations that manage innovation processes will gamify those processes.’
This is truly exciting news, imagine 50% of the processes I use on an ongoing basis like internet banking becoming gamified! I already love internet banking as it is, so applying gamification concepts to it could be dangerous
Gartner identified four principal means of driving engagement using gamification:
1. Accelerated feedback cycles. In the real world, feedback loops are slow (e.g., annual performance appraisals) with long periods between milestones. Gamification increases the velocity of feedback loops to maintain engagement.
2. Clear goals and rules of play. In the real world, where goals are fuzzy and rules selectively applied, gamification provides clear goals and well-defined rules of play to ensure players feel empowered to achieve goals.
3. A compelling narrative. While real-world activities are rarely compelling, gamification builds a narrative that engages players to participate and achieve the goals of the activity.
4. Tasks that are challenging but achievable. While there is no shortage of challenges in the real world, they tend to be large and long-term. Gamification provides many short-term, achievable goals to maintain engagement.
Gamification strives to send engagement levels with consumers stratospheric, alter behaviours and stimulate creativity. This is a real opportunity for organisations, from improving customer interaction and crowdsourcing innovation to keeping employees on their ‘A’ game.
So let’s take a look at some brilliant examples of brands using gamification to turn boring content into games that actually engage customers;
1. Mint: A great example of gamification which is based on good financial principles:
- Spend less than you earn
- Make your money work for you
- Use debt wisely
- Be prepared for the unexpected
You win by earning points for accomplishing specific tasks and earning trophies for consecutive success.
Check it out here.
2. Samsung Nation: Join the Fun A truly interesting example of making branded content fun!
- Samsung Nation is a social loyalty program where you earn badges, move up the ranks and have fun discovering everything Samsung.com has to offer. Unlock badges and level up just by visiting, reviewing products, watching videos, participating in user-generated Q&As, and much more.
- Analytics give an indepth look into how users interact, insights into attitudes towards core products and experiences
“We created Samsung Nation as another way to demonstrate to these enthusiasts that we appreciate their loyalty and interest. This platform will help us better recognize and empower this online community of passionate advocates while they discover everything Samsung.com has to offer,” said Kris Narayanan, VP of Digital Marketing.
Check it out here.
3. LinkedIn: Interesing insight into human behavior and the use of progressioin bars.
- It is basic human behaviour that drives us to get to 100% completion. Linkedin (professional social networking site) uses this insight to its full advantage, and gamifies the process of completing your profile via progression bar to compel users to take full advantage of all LinkedIn features. It then goes further and gives you a breakdown of how to achieve the remaining % to complete your profile. See image below of my own Linkedin Profile.
I’ve got to say, bring on a world where everything is gamified, I was born ready!
Do you agree?