Gamification Solutions – The Way of the Future

Do you know what’s the most effective way to persuade children to do their best and complete a given assignment on time? The answer is simple and the formula universal – Rewards and Gamification. In this case, the rewards may come in the form of stickers or a ‘Best Assignment Trophy’ while the gamification element here would be the infusion of the competition element to perform better than others and finish on time. 

Now, do you know what is the best way to persuade consumers to engage with your brand and spend maximum screen time on you? The answer is the same – Rewards and Gamification.

Gamification is the simple act of incorporating a gaming element that enthuses the user, creating feelings of excitement, entertainment, and healthy competition, along with complete user engagement.

Gamification in Marketing

Generally speaking, gamification is the introduction of gaming elements into non-gaming contexts. In marketing, however, gamification solutions refer to a dynamic strategy that marries entertainment, engagement techniques, and loyalty boosting factors into one. It is more than just an addition of gaming elements to an app or a website; it is a dynamic marketing strategy with elements that are carefully designed to entice and engage a targeted set of audiences.

The gamification element in marketing can be traced back to 1908 when Boy Scouts started awarding their members with badges for proficiency in a certain special event, activity, or sport. But it was Nick Pelling who coined the term ‘gamification’ in 2002, while designing a game-esque interface for commercial electronic devices. The concept funnelled down to the sales and marketing arena in the year 2010.

Gamification marketing solutions have been adopted by various brands since then and have been successful in creating massive traction and a strong brand following. It creates a value-added experience for consumers that engages, motivates, and rewards them accordingly. The user ends up spending more time than anticipated with your brand and begins to trust and rely on it. It engages emotions, giving an adrenaline rush and by releasing hormones that mimic natural happiness, after completion of a task or having achieved a milestone. Gamification solutions can not just help in customer acquisition but also boost retention rate, improve online traffic, and gradually encourage brand loyalty among users.

Fundamentals of Gamification

  • User Preference – While designing and implementing gamification solutions, it is crucial that you design a strategy appealing to your target audience. If you expect users to spend a good amount of time on your brand, it is expected of you to create a strategy that the consumer would, at the very least, be intrigued by, if not, extremely excited to participate in.
  • Clear Objective – Having clear goals, milestones, and targets is an important criterion to implement gaming elements into your marketing strategy. A clear and achievable goal will ensure maximum participation and engagement.
  • Functionality – The gamification feature you incorporate needs to be highly functional. The simpler, the better! Complex features may confuse the audience and sooner than later, the user will lose interest in the gamification element if they find it too complicated.
  • Engagement and Entertainment Factor – Most importantly, the gamification element needs to be very engaging and entertaining. When it comes to the gamification element in marketing, competition is tough. Users prefer to invest their time and effort in something that is entertaining and worth their while.
  • Rewards – Last but not least, rewards are the driving factor of the gamification element. The better the reward, the better the engagement and participation. Exciting rewards can ensure better user involvement and increased screen time on the website/app.

Statistics 

Because statistics speak louder than words, here are some numbers that highlight the necessity and impact of gamification solutions in marketing.

In Education – 80% of US citizens believe game-based learning is more engaging.

In Healthcare – Gamification solutions have helped children dealing with illness and the stress of medical treatments. 

In Employment – Workplaces are gradually incorporating gamification solutions and by 2025, it is said to take a center stage for employee engagement and retention.

Proof in Numbers

Verizon Wireless – The telecommunication conglomerate saw an increase in browsing time by 30% after using the points and badges strategy.

Volkswagen (China)– Their crowdsourcing project got a striking 33 million hits with the help of gamification solutions.

Ford Motors – The world-renowned automobile manufacturer pumped their sales by more than $8 million (and Facebook likes by 600%) with gamified content.

Types of Gamification Solutions 

  • Transmedia – Transmedia gamification is the strategy of stretching and distributing a media property through various channels for promotional purposes; eg: The Walking Dead, Pokemon, and Star Wars.
  • Brandification – Brandification refers to in-app advertisements, promotions, or sponsorships. It could be a pop-up ad, message, video, image, or even a notification; eg: Farmers Insurance at Farmville (Facebook Game), FaceTune Ads on various AppStore Apps.
  • Advergame – Advergame has been gaining massive popularity in 2021. It is an online game that promotes a particular brand, product, or service; eg: Doritos VR Battle, Volkswagen Polowers.

How to Implement a Gamification Strategy 

  • Understand the Demographics – Gamification cannot be implemented without understanding your target audience. Although gamification elements have a mass appeal, the specifics, structure, and element itself may not appeal to many audiences. It is imperative to design a strategy that is easy for your demographic to understand, while being enticing enough to gain participation and engage people enough to encourage users to continue with it.
  • Define Your Objectives -It is easy to become lost with the overwhelming options available to incorporate gaming elements in your strategy. As stated before, choose an element that serves your purpose, helps achieve your objective, and suits your budget requirements.
  • Aim for Entertainment – Be it for educational or employment purposes, your gamification element must have an entertainment factor. The entertainment quotient is more likely to ensure the continuance and keep the users engaged for a prolonged period.
  • Create a Value-Added Experience – Gamification solutions can only provide optimal results when they add value to experience. Create experiences that have a feel-good factor and that is worth the user’s time and effort.

A great way to adopt gamification elements in your business practices is through loyalty programs. It will help you enhance the effectiveness of the program while improving retention and customer engagement rate. To know more, connect with Annex Cloud.

 
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