What is-gamification
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Gamification involves applying game mechanics and elements to engage users and solve problems. It measures and motivates individuals by giving them challenges to accomplish, tracking their progress, and rewarding them. Gamification can drive online engagement, motivate employees and customers, gather data, and solve business problems. Examples include rewarding Starbucks customers with stars for each purchase that can be redeemed for free items, and having Nike+ users compete to run the furthest distances. Gamification does not need advanced technology and can take place through simple challenges in blog posts or newsletters to encourage user interaction and meaningful actions.
What is-gamification
- 1. ©Eden Marketing Ltd WHAT IS GAMIFICATION? January 2017 Jean Atkinson DipM MCIM
- 2. ©Eden Marketing Ltd Gamification • Gaming has been used for years within the education sector for a number of reasons: – Engages students – Supports the learning process – Embeds learning – Inclusive and applied – Motivates students
- 3. ©Eden Marketing Ltd Gamification in Business “Gamification is a dynamic and exciting industry that brings together game mechanics and marketing to create engagement and solve problems” - Gabe Zichermann It's turning your inbound marketing into a game - in order to achieve a desired results
- 4. ©Eden Marketing Ltd The site uses a progress bar to show you how far along you are in completing your profile, rating your progress at a level of competent, needs work, or all-star. Getting to 100 per cent takes time and therefore becomes a compelling achievement. Through the implementation of gamification mechanics, LinkedIn engages with and motivates users to raise the bar in order to gain access to more advanced features, causing him/her to spend more time interacting with the application.
- 5. ©Eden Marketing Ltd The idea is that you can compete with friends and other Nike+ users to try and run the furthest distance. Whilst the core purpose was to get people active and running, through using elements of gamification, Nike has also been able to secure a controlling portion of the running shoe market.
- 7. ©Eden Marketing Ltd Gamification • Gamification is about: – measuring and motivating individuals – giving people challenges or missions to accomplish – tracking their progress – giving them status – giving them reward
- 8. ©Eden Marketing Ltd Simple Facts • We like to play • We like to be good at things • We like people to see how good we are at things • We like to see how we measure up against others • We like people to see how we measure up (mostly) • We like to win • We like people to see us win Why do we have these feelings? Conditioning
- 10. ©Eden Marketing Ltd So used to competing throughout our childhood in school and play
- 11. ©Eden Marketing Ltd Right through to goal setting in our work life
- 12. ©Eden Marketing Ltd Benefits of Gamification • Drive online engagement • Motivate employees and customers • Gather powerful customer data • Solve complex business problems through crowdsourcing • Use gamification as an educational tool • Remain relevant to customers • Get sales to interact with the CRM system
- 13. ©Eden Marketing Ltd http://www.xrite.com/hue-test A game targeting designers
- 14. ©Eden Marketing Ltd http://www.explorecrowdedhouse.com/ A game targeting Crowded House fans
- 15. ©Eden Marketing Ltd http://www.nationwide.co.uk/products/mortgages/our-mortgages/mortgage-calculators#tab:Mortgagecalculators A game to get the answer you want in a mortgage provider!
- 16. ©Eden Marketing Ltd • My Starbucks Rewards is an example of such a technique, where gamification serves to transform a traditional card loyalty program into something much more complex. • After registering, clients gain stars with every purchase, which can later be exchanged for free drinks and food. • The game has three levels users can reach by their degree of loyalty – next levels are open to those who visit a Starbucks store. • The game is simple and includes material rewards – a perfect marketing tool!
- 17. ©Eden Marketing Ltd http://www.truity.com/test/type-finder-research-edition Just what type of personality type are you?
- 19. ©Eden Marketing Ltd Gamification • Gamification doesn't have to require fancy coding and an onslaught of engineering and developer talent. • Gamification can take place right within your next blog post! • Ask readers to look for something -- a joke, an image, a clue, trivia, anything -- to keep them reading to the point at which they take some sort of meaningful action with your content. • Create engaging experiences to take on your biggest challenges: – Meaningful relationship building – More engagement – Higher quality sales leads – More sales
- 21. ©Eden Marketing Ltd Tailor to your audience online, via newsletters or offline at events and in printed form
- 22. ©Eden Marketing Ltd Spot the Pretzel
- 23. ©Eden Marketing Ltd Where’s Wally?
- 24. ©Eden Marketing Ltd Align your gamification strategy with both your audience interests and your organisational goals and give it a try Jean is a Chartered Marketer, Trainer, Speaker and Strategist based in the UK. For enquiries, please email: [email protected]