You could argue that gamification principles have been around ever since people wanted to be entertained and rewarded. But with the world becoming an ever more inter-connected place through social interactions and accessible communication channels, gamification-based approaches are due to really hit the big-time this year.
In recent months, leading global analysts, conference organisations and influential media sources have all declared that 2012 will be the year that sees gamification accepted into the fold by even more marketers, so they can start to seriously consider its application with campaigns.
Understanding and embracing the power of engagement is vital for brands in today’s millennial society. It might be for social or entertainment purposes; it could be to benefit from promotions and special offers, gain recognition among peer groups, increase knowledge, or simply to make life easier.
One thing that all of these aspects have in common though is the sense of progression, which is a vital part of gamification.
Progress is something intrinsic to gaming across all platforms and media. Recognition from peers, badges of honour, leader-boards, high scores, collecting, discoveries, achievements and, yes, rewards are all strong motivating factors.
For those brands successfully adopting gamification elements into their promotions, the advantages are numerous. They can help promotions to be more inclusive for more consumers, increase brand loyalty and the length of time spent engaging with the campaign, gain higher conversion rates, gain viral appeal and perhaps most importantly, offer a solid platform to encourage user generated content (UGC) and brand engagement.
One important distinction to make, however, is that gamification is not wholly exclusive to the software/digital arena. Although videogame-based roots lend themselves to technology outlets, increasingly we have seen examples of gamification being used for HR training purposes, interactive face-to-face events, UK slimming clubs and locally within schools.
Whatever platform is being considered, there is no point in gamifying parts of a campaign or promotion simply for the sake of it; there needs to be a defined purpose, clear routes to engagement and most importantly, an understanding of the motivations of the intended users.
Why would they get involved, does it help them connect with the brand, what are their motivations and is there a suitable reward or sense of progress at the end?
Get all of those things right, and brands can start to see the benefits of gamification at first hand.
David Atkinson is managing partner of Space
