26 Elements of a Gamification Marketing Strategy. Games are everywhere.
More and more businesses are using gamification to create brand awareness and drive user engagement. Gartner, Inc. predicts that more than 70% of Global 2000 organizations will have at least one gamified application by 2014. In the last few years, we’ve also seen an increase in the number of companies that deliver gamification services and solutions including Bunchball, BigDoor Media, Badgeville and Gigya. “Gamification typically involves applying game design thinking to non-game applications to make them more fun and engaging.” (From Gamification Wiki) What follows is an A-Z guide of 26 elements you should be aware of when you consider a gamification marketing strategy for your business. #1: Achievers (Bartle’s Types) Understanding the ways in which people may interact with a game can be essential information for designers.
Nicoholas Yee does a nice job of summarizing Bartle’s types. Richard Bartle's four player types. #2: Badges as a Reward Kevin Warhus writes, Dr. The Problem with Gamification. Toward the end of last year, Gartner released a report predicting that 80 percent of gamified apps will fail to meet their objectives by 2014.
The report cites poor design, including meaningless points and badges, as the top reason for the failure of these applications. This isn't exactly surprising. Gamification is approaching the peak of its hype cycle, and, as a result, it's being tacked on to applications even when it doesn't make sense for a particular business. Many apps are adding badges and other game mechanics simply because they could appeal to potential investors (or because current investors insisted they be added). Gartner is right. Research in Gamification Theory and Factors of Success. Stefanie Hermann of Reutlingen University has recently completed a master’s thesis on gamification.
She explores gamification theory and gains insight on gamification’s ability to be a motivation for action. Interviewing a number of industry experts, including Gabe Zichermann, Hermann discusses what factors these industry experts believe need to be true in order to use gamification successfully. Asking questions such as the efficacy of intrinsic versus extrinsic motivations and whether social gameplay motivations are necessary, Hermann’s answers can be found in an extract of her research findings embedded below. Increasing rigorous academic attention to gamification is a good sign, and Hermann joins a growing roster of academics exploring gamification topics through research, including Ethan Mollick at Wharton and BJ Fogg at Stanford. Image (c) Magh – (CC) Join us at GSummit 2014 in San Francisco this June 10-13 to learn how your company can "Recapture User Engagement. " Six interesting examples of gamification in ecommerce. The video game industry is worth more than $100bn worldwide, so it's no surprise that businesses are using gamification to try to boost sales.
The idea is that by adding gaming elements to the sales process, such as small challenges and rewards, you can increase customer loyalty and advocacy. As in every game or competition, the participants have to be motivated by a worthwhile reward. It’s also true that the greater the reward, the more you can ask people to do to earn the reward. Last year Gamification CEO Gabe Zichermann said that the reward customers most valued was status above their peers. His justification was people are already used to being rewarded with additional titles and status while playing video games. Obviously gamification isn’t necessarily suited to every company, as it could end up undermining the brand values.
But it can also reap huge rewards. Teleflora. Gamify Your Life: A Guide To Incentivising Everything. Going to the gym for an hour is two red points.
Calling my mum is one blue point while calling Aunt Deborah is five blue points, because, honestly, Aunt Deb is sort of a pain to talk to and sometimes she says crazy things. Cleaning the bathroom is 15 red points, otherwise I would never do it. This is the plan to gamify my life, to relate everything I do to a point-based game. Image remixed from grafvision, Ispace (Shutterstock) and psdGraphics. Gamification: Using Game Mechanics to Enhance eLearning. Maybe you've heard of the term "gamification," and perhaps you're wondering what it is and how it can be applied to eLearning.
In short, gamification is the use of gameplay mechanics for non-game applications. Almost as important, as a definition of what it is, is a definition of what it's not. Gamification is not the inclusion of stand-alone games in eLearning (or, whatever gamification is being applied to). It also has very little to do with art-styles, themes, or the application of narrative.
Rather, game mechanics are the construct of rules that encourage users to explore and learn the properties of their possibility space through the use of feedback mechanisms. In the 15 years I've been making video games, a frequently discussed topic in the game industry has been on ways to engage users; a theme that I've found is enthusiastically discussed in the eLearning space. What is Engagement? First though, let's talk about engagement in a general sense. Setting Goals and Objectives. Www.gamification.org.