Gamification techniques are increasingly spreading to increase user engagement and tickle the attention towards brands and products.
Gamification why
In the hyper-connected contemporary world it is increasingly difficult to develop engagement activities between users, avoiding the dispersion of messages and increasing active participation in various operational fields. Gamification activities are inserted in this context taking a cue from the game to create sharing, participation and knowledge within a group.
Gamification refers to the application of game techniques in non-playful contexts to arouse interest, increasing motivation. The fields of application related to gamification are many but all with a common denominator: capturing and keeping the attention of users.
Daily life is made up of numerous actions, often considered boring and poorly perceived, while the game is a spontaneous action from which to derive pleasure. Gamification seeks to engage people to experience more fun and participation in daily activities through play. What are the objectives of gamification:
Customer loyalty;
Acquire new customers;
Improve Team building;
Solve common problems between multiple customers;
going to change the habits of users.
What fields of application for gamification?
The fields of application are many, some evident others more complex in appearance but all with the same objective, here are some examples:
In sports and recreational activities, for example, creating challenges to those who score the most goals or those who run for more km within a group;
In studying and training, for example, by creating vocabulary competitions to learn by playing with friends;
In the management of business processes, an example can be Lego Serious Play to stimulate creative thinking through activities based on the use of LEGO bricks;
In the relationship with colleagues, a typical example in this area can be all team building activities to develop the sense of belonging to a team;
In social aspects in this case the most striking example was made in 2014 with the ICE BUCKET CHALLENGE which raised over 220 million dollars against ALS;
The marketing mix includes all activities relating to prize events.
As previously said, the basic principle of gamification is to use the dynamics of the game and therefore it will be necessary to determine a priori how to stimulate some primary instincts of the human being: competition, social status, compensation and success.
Common paths can be used which, depending on the progress, can lead to the achievement of different points, levels, rewards, prizes, etc. depending on the result obtained.
Prize events can take advantage of gamification techniques to increase user engagement and create a viral path to join the initiative through the promise of an award from a chain of stores or a brand. They can be many small prizes or a final super prize through extraction carried out on those who, for example, perform a certain action.
E-Business Consulting is a company that has been active since 2003 in the organization and management of turnkey gamification activities in relation to your goals and areas of interest. Call now and request a free quote to develop your idea and your business by playing the game.
