This session is about gamification, what it is, why it should be used and how it can be implemented into the workplace.
Let’s start with a simple definition from Wikipedia which defines gamification as: the process of making systems, services and activities more enjoyable and motivating. In a business context the definition is more straightforward. Gamification employs game-like scenarios to achieve organizational and player goals. It is primarily used for two specific reasons. Reason one is the engagement of employees in organizations. Reason number two is the external fostering of brand awareness and consumer engagement in products and services. Gamification also drives innovation by opening channels of communication between companies and consumers via providing a direct link to what customers need and want from the product or service.
Simply put from a marketing standpoint, the goal of gamification is to turn customers into fans. Via the use of gamification in marketing customers can give direct feedback through customer reviews of products and services, provide testimonials and potentially win prizes or points depending upon the design of the game. For example, Samsung Nation saw a 66% increase in site visitors and a 309% increase in customer comments on their website when they employed aspects of gamification to their marketing strategy. Samsung Nation engaged customers by offering membership for brand fans, badges and point level achievement prizes for accomplishing activities. They also saw a reduction in marketing costs.
In designing successful gamification marketing the game needs to be centered on the player’s wants and needs, rather than the organization’s in order to keep the customer engaged and raise the level of retention.
The gamification design cycle should resemble the following steps according to Gartner’s Webinar on Gamification:
- Business Objectives and Success Metrics
- Target Audience
- Player Objectives (what would they like to get out of the game)
- Engagement Model
- Player Journey
- Game Economy
- Play, Test and Iterate.
Essentially companies must find the meeting point and overlap of customer/player objectives and those of the company. Achievement of those same goals creates a win-win situation for the consumer and for the company. Most vital to the success of the game is defining the player engagement model. Many levels of the following engagement styles can be chosen, but the designer needs to keep in mind what their target audience would be the most likely to adopt. The options have the subsequent design spectrums: collaborative or competitive, intrinsic or extrinsic, skillful or lucky, emergent or scripted, and designed as a campaign or played endlessly.
Overall gamification is a great way to keep customers engaged in already proven products and services, but also to create hype about newly created products and services. This type of marketing strategy will continue to rise in popularity over time due to the heavy use of games by the younger generations. They are already familiar with learning through video/computer games, and make a perfect target audience for gamification incorporation into marketing strategies