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Gamification

gam·i·fi·ca·tion (noun)

The application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service.

Gamification - games get serious

Enterprises are typically using games to motivate and influence employees and allow them to learn new skills and behaviors. They are also using games to create more compelling engagement with customers and gather valuable data about their behavior.

Gaming and learning

It is likely that gaming will have a significant impact on the way people learn in the future and throughout their lives. However, there is more to gaming than simply awarding virtual trinkets and prizes.

Location-aware games

Location-based games can be used to bridge the gap between the physical and virtual worlds. FourSquare with its badges, mayorships and league tables has already demonstrated its value as a platform for building loyalty and engagement with customers.

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Building brands

Games are designed to be fun so many organizations are looking to gaming to create a positive link with their brands. One way to approach this is by rewarding desired behavior such as taking medicine correctly or going to the gym. On a more superficial level, it is possible to design games that are simply there to provide a fun experience based on the brand that will build a positive association.

One size does not fit all

The psychology underlying gaming is complex. Points, levels and badges are not rewarding in themselves but rather the underlying phenomena such as social status, group identification and reputation. Game mechanics are therefore unlikely to affect everyone in the same way. For example, some people are inclined to seek status, while others may be status averse.