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The Power of Gamification

The Power of Gamification

Quentin Moreau-Defarges

Quentin Moreau-Defarges

February 6, 2019

Gameloft’s Quentin Moreau-Defarges shares how playing can create value for your business.

"In fact, the dynamics of gamification lie in the conceived reward and achievement systems, and how they are connected to the game mechanics in place."

It has been nearly half a century since the creation of the first video games, and video games are now recognized as a cultural phenomenon. With the first video game-based in-game task, the concept of gamification emerged, by which players are incentivized to complete a task through rewards or satisfaction.

Today, many organizations recognize gamification’s potential outside of in-game activities and have integrated it in some form and scale into their marketing, advertisement, and engagement strategy. The gamification market is so robust that it is expected to reach $22.9 billion by 2022.

Gamification is a great way to improve user experience and engagement, no matter the audience, the context, or the industry you’re targeting. Done the right way, it leads to powerful, positive, and meaningful emotional connections with the consumer.

What is gamification?

Gamification is the application of game design mechanics to non-gaming contexts.

Contrary to what most people may think, gamified experiences do not have to be executed through an actual video game. In fact, the dynamics of gamification lie in the conceived reward and achievement systems, and how they are connected to the game mechanics in place.

Game mechanics define how the users will be interacting with the promoted goods or services. The rules are designed and developed by bearing in mind how people will react emotionally in order to enhance the experience and maximize their engagement.

It means that the way users evolve in a specific environment–such as a brand’s app–is controlled, measured, and steered with the proven methods video games have been using for decades to keep players coming back and to ensure enjoyable experiences.

Gamification can address any sort of objectives and any type of audience. Once again, gamification isn’t just for gamers!

Fitbit was one of the first companies to gamify fitness effectively. In order to motivate their user base to reach their fitness objectives and to pay attention to their progress, Fitbit created a system of notifications on the tracker itself, congratulating the user every time they reached an important step.

In addition, Fitbit created an achievement system (Badges) for long-term goals. The target is to collect them all, obviously, and to have more than your friends.

 

It’s all about emotional connections.

Gamified experiences can be found in unexpected situations and places. Successful examples of gamification depend on how the audience’s emotional curve will be managed through the course of those experiences.

Challenges, frustration, and pressure should not be avoided in gamification. They serve as steps to build up to feelings of relief, satisfaction, and empowerment. All of these contribute to focus, immersion, and positive association with brands, as well as recall. Overall, a “fun” and memorable gamified experience has to be an emotional one.

This also explains why rewards and achievements are so important when it comes to building the foundations of gamification. They encourage people to come back for more, to repeat their engagement, and to share their story with others. A successful gamified experience is not self-centered, relying on individual performance alone, but rather one that drives the consumer to enjoy themselves as they accomplish something that they can later share with their friends and relatives.

Because gamification helps brands create meaningful connections, it also supports brands in building retention and loyalty with their current and new lines of consumers, eventually boosting sales and profit.

"Gamification is all about tapping into human emotions and people’s natural tendencies to socialize, learn, master, compete, and achieve."

Starbucks gamified their Customer Loyalty program through a system of Star collectible points, levels, achievements, featured drink collections, and push notifications, all visually designed in a way that drives the user to come back on a daily basis, as well as to turn their Starbucks status into something they can feel proud of.

 

It’s all about experience and creativity.

Gamification is all about tapping into human emotions and people’s natural tendencies to socialize, learn, master, compete, and achieve. No other medium has reconciled all those elements better than mobile gaming, putting the possibility of experiencing these behavioral inclinations in the palm of your hands, wherever you go.

Successful core game design mechanics include daily rewards, leveling up, achievements, leaderboards, a collection of virtual goods and spaces, VIP access, etc. Consequently, the power of gamification through mobile gaming is unparalleled, combining multiple layers of rewarding mechanics to maximize the efficiency of achievement and self-expression with the ability to do so anywhere, anytime.

How can brands leverage gamification and creativity?

Mobile gaming is only the tip of the iceberg. As new digital media become more mainstream (eg, audio assistants, billboards), creativity and expertise in the gamification field become more critical to lead prosumers into a new generation of engagement.

This is why partnering with a mobile gaming expert will allow you to deliver a tailor-made solution to your product or service, meeting the full spectrum of digital tactics and objectives that you have in mind.

At Gameloft, we leverage our gamification expertise over a large range of activations with our partners. From gamified ads to DOOH, to a full-on gamified in-app experience, Gameloft puts its creativity and expertise at your service to deliver gamified experiences the right way.

"In fact, the dynamics of gamification lie in the conceived reward and achievement systems, and how they are connected to the game mechanics in place."

It has been nearly half a century since the creation of the first video games, and video games are now recognized as a cultural phenomenon. With the first video game-based in-game task, the concept of gamification emerged, by which players are incentivized to complete a task through rewards or satisfaction.

Today, many organizations recognize gamification’s potential outside of in-game activities and have integrated it in some form and scale into their marketing, advertisement, and engagement strategy. The gamification market is so robust that it is expected to reach $22.9 billion by 2022.

Gamification is a great way to improve user experience and engagement, no matter the audience, the context, or the industry you’re targeting. Done the right way, it leads to powerful, positive, and meaningful emotional connections with the consumer.

What is gamification?

Gamification is the application of game design mechanics to non-gaming contexts.

Contrary to what most people may think, gamified experiences do not have to be executed through an actual video game. In fact, the dynamics of gamification lie in the conceived reward and achievement systems, and how they are connected to the game mechanics in place.

Game mechanics define how the users will be interacting with the promoted goods or services. The rules are designed and developed by bearing in mind how people will react emotionally in order to enhance the experience and maximize their engagement.

It means that the way users evolve in a specific environment–such as a brand’s app–is controlled, measured, and steered with the proven methods video games have been using for decades to keep players coming back and to ensure enjoyable experiences.

Gamification can address any sort of objectives and any type of audience. Once again, gamification isn’t just for gamers!

Fitbit was one of the first companies to gamify fitness effectively. In order to motivate their user base to reach their fitness objectives and to pay attention to their progress, Fitbit created a system of notifications on the tracker itself, congratulating the user every time they reached an important step.

In addition, Fitbit created an achievement system (Badges) for long-term goals. The target is to collect them all, obviously, and to have more than your friends.

 

It’s all about emotional connections.

Gamified experiences can be found in unexpected situations and places. Successful examples of gamification depend on how the audience’s emotional curve will be managed through the course of those experiences.

Challenges, frustration, and pressure should not be avoided in gamification. They serve as steps to build up to feelings of relief, satisfaction, and empowerment. All of these contribute to focus, immersion, and positive association with brands, as well as recall. Overall, a “fun” and memorable gamified experience has to be an emotional one.

This also explains why rewards and achievements are so important when it comes to building the foundations of gamification. They encourage people to come back for more, to repeat their engagement, and to share their story with others. A successful gamified experience is not self-centered, relying on individual performance alone, but rather one that drives the consumer to enjoy themselves as they accomplish something that they can later share with their friends and relatives.

Because gamification helps brands create meaningful connections, it also supports brands in building retention and loyalty with their current and new lines of consumers, eventually boosting sales and profit.

"Gamification is all about tapping into human emotions and people’s natural tendencies to socialize, learn, master, compete, and achieve."

Starbucks gamified their Customer Loyalty program through a system of Star collectible points, levels, achievements, featured drink collections, and push notifications, all visually designed in a way that drives the user to come back on a daily basis, as well as to turn their Starbucks status into something they can feel proud of.

 

It’s all about experience and creativity.

Gamification is all about tapping into human emotions and people’s natural tendencies to socialize, learn, master, compete, and achieve. No other medium has reconciled all those elements better than mobile gaming, putting the possibility of experiencing these behavioral inclinations in the palm of your hands, wherever you go.

Successful core game design mechanics include daily rewards, leveling up, achievements, leaderboards, a collection of virtual goods and spaces, VIP access, etc. Consequently, the power of gamification through mobile gaming is unparalleled, combining multiple layers of rewarding mechanics to maximize the efficiency of achievement and self-expression with the ability to do so anywhere, anytime.

How can brands leverage gamification and creativity?

Mobile gaming is only the tip of the iceberg. As new digital media become more mainstream (eg, audio assistants, billboards), creativity and expertise in the gamification field become more critical to lead prosumers into a new generation of engagement.

This is why partnering with a mobile gaming expert will allow you to deliver a tailor-made solution to your product or service, meeting the full spectrum of digital tactics and objectives that you have in mind.

At Gameloft, we leverage our gamification expertise over a large range of activations with our partners. From gamified ads to DOOH, to a full-on gamified in-app experience, Gameloft puts its creativity and expertise at your service to deliver gamified experiences the right way.

Quentin leverages Gameloft’s top creative talents to build custom, disruptive digital ad solutions and always surpass the highest standards

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