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What is Gamification and How It Can Help a Business?

Playing video games is becoming an increasingly common way of spending free time. In many respects, video games are a unique form of entertainment, taking into consideration their interactivity and player involvement in what is happening on the screen. Many companies saw their great potential and used gamification for educational and advertising purposes.

To understand this topic well, we need to consider the following:

  • What is gamification?
  • Is gamification effective?
  • How to use gamification in business?
  • Gamification techniques

What is gamification?

Gamification is sometimes confused with games created for marketing purposes. The most common definition is the incorporation of interactive elements and mechanics typically associated with video games into non-gaming products or services. The purpose of such a procedure is to improve the experience of using such a product and to promote it in a way that is fun and pleasant for the recipient. But that's not all. Gamification can also be used in business processes in order to increase the efficiency and motivation of employees. So why organize boring training sessions if You can prepare an interactive tutorial for new recruits?

Is gamification effective?

Gamification offers an experience similar to playing a video game and the emotions that accompany this process. Thanks to this feature, it is very common in the sector of learning and training applications, where instead of memorizing long lists of words or sequences of activities, the user practices them by, for example, combining pictures with words. Games meet the need for entertainment - and gamification makes fun and useful come together.

How to use gamification in business?

The easiest way to encourage someone to do something is to make it fun - whether it's learning, motivating to exercise, or listening to an advertisement. Any activity can be gamified. In the era of smartphones, the easiest way to use the potential of gamification is to enrich Your own mobile application with video game elements. This can be done in many ways, but the selection of the right techniques is completely dependent on the intended purpose of the application. Here are some of such techniques:

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Gamification techniques

Rewards

One of the most basic gamification techniques. Rewarding the user is a simple way to make him feel satisfied for overcoming a challenge. Such rewards may be:

  • Virtual badges - special rewards for special achievements
  • Points - logical unit of progress and the remaining distance to the goal
  • A small discount on your company's product - the best possible incentive to use the app

There are many possibilities, but You need to remember that the reward has to be adequate to the challenge - too low a reward for overcoming a huge difficulty may discourage the user!

Leaderboards

Ranking introduces an element of competition that motivates to regularly spend more time on the application. In addition, it is worth introducing a system of team rankings and leagues depending on the place in the ranking, as well as the points scored - thanks to this, the user not only competes but also cooperates with others to achieve a common goal.

Special items

In addition to the rewards for overcoming challenges, it is also worth introducing special items. They give meaning to the points you earn and turn them into more than just numbers in the ranking. The user will be much more inclined to use a gamified application if his goal is to collect points for a new, special level, freeze the reward for daily use of the application, or - in the case of sales applications - get a discount on purchases.

Progress tracking

Competing with others is not enough. Sometimes it is not rivalry that motivates us, but overcoming ourselves. Tracking Your own progress in the form of, for example, a graph, allows to measure Your development in an easy way, and thus motivates You to keep going on. It's much harder to stop using an app if we see Your daily login reward disappear.

Goals

Setting goals and overcoming challenges is a key part of video games. Without specific tasks to complete, the player quickly gets bored and looks for something else to do. By giving him a clear goal, we can keep his attention and encourage him to fulfill the goal of gamification - everyday language learning, more effective work, or more frequent purchases in our store.

Division into stages

This is another simple way for the player to feel that they are making progress. Thanks to division into stages, You can easily balance the level of difficulty, break down the schedule of activities, and divide them into categories. The division into stages also allows the user to set their own goals, i.e. to reach a specific category of activities or to beat one stage a day.

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Benefits of gamification

As you can see, gamification is a powerful business tool. It can be used for effective marketing, training, or communication with customers. So no matter if Your company plans to release its own application, or is looking for a new method of promotion, gamification is an ideal measure that offers many benefits to both Your company and Your customers.

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