Gamification is not about games or about gaming (i.e. Xbox, wii or ps). It’s about applying a gaming concepts, involving game design thinking into a non-game applications/process or systems, to encourage and engage people to adopt their thoughts/learning’s into their daily practices.
Gamification is the not so new but never been ‘so popular’ as of today as was in earlier times. The term ‘gamification’ is now much like ‘social media’ in the recent past (around year 2005) – and then it became the next best thing for web and mobile.
[As Read in Wiki] The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading web sites. Available data from gamified websites, applications, and processes indicate potential improvements in areas like user engagement, ROI, data quality, timeliness, or learning. [end of extract]
According to a Gartner 2011 report it is estimated that by 2015, more than 50 percent of organizations that manage innovation processes will gamify their processes. Yet, 84% of marketers have no plans to use games in their marketing efforts (according to Forrester). Both research firms agrees to the volume of the audience accessible through gaming is simply staggering.
Gaming (non-Xbox/PS) is around everywhere as was there even before the terminology existed. Frequent flyer miles, hotels loyalty-rewards program, or if you remember Microsoft Office a decade ago you will know how that clip – used to give you tips to work smarter and better. These are few of the examples from the past.
Over past couple of years the people’s consciousness have changed the mindsets of the organizations to review their marketing strategies. Organizations with old-school practices are failing – as people today are more aware and engaged than ever, they want to achieve more rewards points more experiences. Today’s generation is more attuned than the previous generations.
Gamification trend is popular today, as our line of thinking to know more through digital world is keeping updated at every nano second. Success of start-up like Foursquare, Zygna and Groupon resonate this thought. While these applications can get you discount and rewards. Run Keeper & Nike+ are other two gamify apps that keeps people motivated and stay fit.
What can be leveraged from Gamification?
Gamification can be leveraged, specially for consumer goods marketing and customer retention.
Share your thoughts on this with me at pankaj[dot]kashyap[at]gmail.com – or suggest what you like to share/know more about, i will be happy to share my perspective.
—————Adding further more in this———— in Jan 2013 ———————————————————————————–
Samsung.com shows a great example of how gamification is applied to engage customers and make them brand promoters from a basic users. There gamified approach helps them maintain the interest level of the user and keep them returning for more rewards points. The brand also award them with their top of the line products if they reach to certain milestone and further participates in challenge. This level of practice will be future of online engagements.