Marketing , Gamification , Consumer Engagement , Customer Loyalty

Everything you should know about Gamification

Get a better understanding about gamification and how it boosts customer engagement.

Have you ever filled out your complete profile to get a perfect 100% score? Or been tempted to use Gpay only because it provides a scratch card? If so, congrats! You've been gamified! 

What is Gamification?

In simple words, gamification means adding the elements of a game, that people enjoy, to non-gaming contexts. These elements are usually in the form of

rewards, like a 100% score or a scratch card—other examples of elements maybe badges, scores or leaderboards. The central idea is to motivate the consumer to achieve a specific goal: in this case, filling out their complete profile or making a transaction through the desired medium.

Does gamification work?

The internet is full of instances where gamification has been used to boost customer engagement and enhance customer experience. Although gamification speaks for itself through the massive success of online scratch cards, Tynzer's pesticide games, etc., there are structured studies as well.

Thomas Et Al conducted one such study to establish the relationship between gamification elements and their impact on social media engagement. He allotted specific points to each activity by the users on their local social media platform and tabulated the cumulative points before and after removing these elements. The results clearly show how significantly gamification impacts user engagement.

 

Why does gamification boost consumer engagement?

The very straightforward answer to this question is that gamification, and in turn, the reward, makes the consumer happy.

However, gamification has multiple dimensions attached to it. According to this paper by science direct, the motivation of any individual to reach a goal is primarily fostered by three major psychological needs:

  1.   Need for competence
  2.   Need for autonomy
  3.   Need for social relatedness

When we try to apply these needs in the context of gamification, each gamified element (reward) can be mapped to one of the above psychological needs of the consumer as shown:

 

When a consumer experiences one or more of these elements in the gamified scenario, the motivational behaviour patterns get triggered as the needs for competence, autonomy or social relatedness are addressed.

 

What are the different types of gamification?

Gamification can be broadly categorised into two types:

  1.   Domain Neutral Games
  2.   Specialised Games

Domain Neutral games are used to engage existing and potential customers. They are more generalised and applicable to any concept. Such games should be simple, fun and exciting. They should make the users work to earn freebies (no one values something free) and reward users for playing the game. A scratch card at the end of a transaction is the most common example of a domain neutral game.

Specialised games, on the contrary, are used for teaching the customers about the more tricky parts of your product. They are very domain-specific. Such games are usually a simulated real-world scenario empowering your customer for better decision making. A portfolio management game by financial institutions falls into this category.

 

“Most people don't know what they want unless they see it in context.” (Dan Ariely, Predictably Irrational). Therefore, gamification can be a potent tool to boost business results. It can be corporated into a business portfolio in multiple ways and at different product stages depending upon the objective. However, the implementation significantly affects the results.

A gamified solution must offer valuable experience to the consumer; else they don't use it. To know how to drive engagements for your business using gamification, register with us for an expert session.


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