Get in the game

As the communications world continue to search for new strategies and tools to eliminate the crisis of engagement companies are having with consumers and employees, the word gamification is increasingly becoming the topic of discussion. Gamification is about taking the essence of games – fun, play, transparency, design and challenge – and applying it to real-world objectives rather than pure entertainment (Palmer, Lunceford and Patton, 2012). More than just a buzz word, Gartner, the world’ leading IT research and advisory company predicted www.gartner.com/newsroom/id/1844115 that 70% of the world’s top 2000 companies will be using gamification in some form by 2014.

An old but growing idea that has finally taken its place as an innovative engagement tool, gamification has some companies re-designing the way they work to include elements such as completing missions, competition, social interaction, status and rewarding achievement (BBC, 2012). Even more so, some organizations integrate gaming mechanics with their online marketing strategies to increase customer interaction. Last year Marketing Magazine presented their Top10 list of gamification executions www.marketingmag.com.au/news/top10-gamification-executions-13757/#.USr5oO1_SPs from around the world.

Currently an expensive way to play, gaming strategies have been used in the past by way of frequent flyer programs and loyalty programs, leaderboards and financial rewards to motivate sales teams. The difference today is the use of online and mobile computing technologies that not only enhance the gaming look and feel, and the interactive experience but also the collection of data on user’s behavior, a valuable tool for all types of organizations. These gamification strategies must be well thought-out, well designed and well executed to be effective. Gartner identified four principal means of driving engagement using gamification techniques:

1. Accelerated feedback cycles: Gamification increases the velocity of feedback loops to maintain engagement.
2. Clear goals and rules of play: Gamification provides clear goals and well-defined rules of play to ensure players feel empowered to achieve goals.
3. A compelling narrative: Gamification builds a narrative that engages players to participate and achieve the goals of the activity.
4. Tasks that are challenging but achievable: Gamification provides many short-term, achievable goals to maintain engagement.

Gamification may not be here forever but it is certainly the competitive engagement strategy that seems to be working. Many of us may already be engaged in the process through an employer or as a customer. As more and more organizations get in the game they will need to remember that the next trend is just around the corner.

References:

Fleming, N. (December 5, 2012). Gamification: Is it game over? BBC Future. Retrieved on February 19, 2013 from:
http://www.bbc.com/future/story/20121204-can-gaming-transform-your-life

Donston-Miller, D. ( May 0, 2012). 7 Examples: Put gamification to work. InformationWeek, the brainyard. Retrieved on February 18, 2013 from: http://www.informationweek.com/thebrainyard/slideshows/view/232901489/7-examples-put-gamification-to-work

Marketing Magazine (May 10, 2012). Top 10 gamification executions. Retrieved on February 24, 2013 from:
http://www.marketingmag.com.au/news/top10-gamification-executions-13757/#.USr5oO1_SPs and http://www.gartner.com/newsroom/id/1629214

Palmer, D., Lunceford, S. and Patton, A. (2013). The Engagement Economy: How gamification is reshaping businesses. Deloitte Review. Retrieved on February 24, 2013 from: http://www.deloitte.com/view/en_US/us/Insights/Browse-by-Content-Type/deloitte-review/c7cee86d96498310VgnVCM1000001956f00aRCRD.htm