Gamification: It’s serious business
What is Gamification?
Gamification is the process of taking something that already exists – a website, an enterprise application, an online community – and integrating game mechanics into it to motivate participation, engagement, and loyalty through rewards, challenges and contests.
Gamification takes the data-driven techniques that game designers use to engage players, and applies them to non-game experiences to motivate actions that add value to your business.
When people hear the term gamification, they will probably envision games created for a business purpose. But gamification is a process rather than creating a new product. It is about amplifying the effect of an existing, core experience by applying the motivational techniques that make games so engaging.
At Profacts we use a couple of these techniques:
• A progress bar to show how close respondents are to completion.
• Replacing standard checkbox-questions with sliders and flash animations.
• Rewarding our panel members with incentives (cinema tickets, gift vouchers, ...)
• Organizing contests
But gamification offers many other techniques to keep customers engaged. Video game designers for example have been using badges and trophies to do so.
The last couple of years many start-ups are incorporating these tactics to keep customers coming back for more. "Game mechanics like leader boards and Top 10 lists are psychological tricks that designers use to keep people playing," says Amy Jo Kim, CEO of ShuffleBrain, a San Francisco company that helps clients incorporate aspects of gaming into their businesses.
One of the companies that have been integrating badges is Foursquare, a location-based social network, which rewards its users with a wide variety of virtual badges for using the service on their cell phones from...