- Gamification is the process of applying gaming tactics to everyday systems to increase engagement
- It increases the strength of your brand with customers and clients
- It boosts employee skills and satisfaction
Even if the term ‘gamification’ is a buzzword of the moment, the process is far more than a hot trend. The concept — redesigning routines, tasks and interactions to be more game-like – will not be going away any time soon.
Executed well, gamification encourages interactivity, engagement and improves productivity as well as the memorability of anything from product demonstrations to training tools, recruitment, and social media marketing. It can change behaviours, develop skills and enable innovation.
1. Viral and word-of-mouth marketing
There is a sector in which creativity can make the smallest budget go a long way. The right idea can enable you to reach a much wider audience than normal and work as a tool to actively engage with you and your business. The daily Google Doodle is a great example of how retro graphics and straightforward game-play can be a hard-to-beat engagement tool.
2. E-learning for your workforce
A report published at the start of 2013 by Gartner suggested that 70% of large global companies will have at least one gamified application on their learning management system by 2014. At PAULEY, we’d like to see more companies moving away from paper-based training tools for competency management to a digital interactive experience that is more portable, more incentivising and memorable, more traceable, and more cost effective over the long term. Gamifying training can also provide real-time feedback for skills-based training.
3. Building online communities
If you are trying to build up the strength and community of an online forum for customers and clients, or even employees, the right kind of gamification can promote participation by offering rewards and improving the status of those taking part. A common tool involves using labels and badges to offer kudos to users for reaching specific goals, depending on whether you want them to generate discussion, respond to votes or offer opinion.
4. Product demonstrations and marketing
We love helping our clients to create product sales tools with the wow factor. And gamification can be integrated into this kind of marketing, too. Game mechanics offer added value for existing customers and capture the attention of new ones. Being creative is vital: how could you encourage people to interact with and explore your product in new ways? Even the band Linkin Park gamified the release of their latest album, creating a Facebook game with prizes which included limited-edition tracks and artwork.
Incorporating game dynamics and mechanics will drive desired behaviours, whatever it is you want your customers, clients or employees to do. To get the outcomes you want, we always consider the following:
- Intuitive, balanced design – simplicity is key, acting to directly connect activity with reward. The gamified product should work seamlessly and clearly on all the devices you want it to, from iPads to smartphones and PCs.
- Linked to natural behaviours – gamification should be a natural extension of typical routines and behaviours to keep users engaged, blending collaboration, reward, variety and surprise.
- Earn valuable data – ensure that the process generates data which meets your business objectives and gets you what you want. It should also offer you the ability to anticipate improvements and resolve problems.
At PAULEY, we can help you to create meaningful, interactive tools for your business. Get in touch and we’d be happy to chat.