01_GAMIFICATION_ENGAGE_720x374

Gamification – The power to engage people in a fun way

1106-planejamento-de-campanha-de-marketing

What is Gamification?

The term “gamification” was created in 2002 by British programmer Nick Pelling. It has become a strong trend in companies that want to engage their employees to learn in a more relaxed way. In his book Gamification – Because gamification motivates people to do extraordinary things, Brian Burke describes gamification as “using the design of digital and mechanical gaming experiences to motivate and engage people to achieve their “goals”.

In an easier way, we understand gamification as a way to get people emotionally involved with a platform in a way that they can achieve their goals through an intuitive and rewarding tool.

02_banner

Gamification in practice

It serves to stimulate the development of skills through an innovative method. It is also possible to measure user performance in a creative and interactive way. Gambling promotes emotional involvement between the player and the game, awakening the desire to complete all tasks to achieve the goals within the platform.

Does every challenge need to be rewarded?

Yes! It is fundamental to motivate the player. Since the beginning of the Olympic games created in Greece, the reward is what makes people not give up on the way because the challenge was boring. When we talk about reward we are not just talking about financial awards or medals, it can be the sensation of well-being provoked in our brain when we can complete something. Studies done in the 1950s by psychologists James Olds and Peter Milner (see video) at McGill University in Canada have shown that there is a reward system formed by a group of neurons that release the substance dopamine, which is a neurotransmitter capable of provoking feelings of pleasure in our brain.

Purpose of Gamification

Gamification can be divided into three pillars:

1 – Engaging individuals digitally by promoting interaction with others

There are several games that you can play alone, but what makes the competition more interesting is the competition with other competitors. In gamification this has a deeper purpose than is interaction. With each decision the player establishes a way of interacting with the company or the business. When a company includes a gamification platform the customer does not just play but also provides necessary information to the company.

2 – Motivate people and encourage them to develop innovative skills

Before being applied, the details of gamification need to be thought out thoroughly. For example, if the platform proposes tasks that cannot be completed, the player may end up giving up. If it is too easy this can also happen. That is why gamification must necessarily be a two-way lane. Tangible objectives are proposed and there are also achievable objectives. In this way, there is a stimulus for people to develop skills that can help the company to find innovative solutions for their clients to achieve success.

3- Make people achieve their goals and the company also hit hers

An important point that cannot be overlooked is that gamification should not be thought and developed in order for the customer to do what the company wants, but rather for the client to achieve his own goals. When this does not happen there is no exchange, because only one side wins. The central idea of ​​offering a gamification platform should be established with the win-win mentality. When the customer wins and the company win as well. This is the concept of Customer Success. It’s not just money, it’s an understanding that when he reaches his goals the company reaches theirs.

Gamification and traction

Two weeks ago I wrote an article with the title, Do You Know What Traction Channels Are? Identify the best ones to leverage your business, in which I talk about how to identify the best channels to leverage your business. Gamification fits into the Engineering channel as Marketing to attract customers. That is to use software engineering in favor of marketing. The customer uses its platform for free and ends up consuming its contents, products or services. To implement a gamified platform in your business you need in-depth knowledge of the programming language. If you do not have much knowledge, look for someone who understands the subject well.

Gamification: Digital world transforms the real world

The Galileo magazine brought an interesting case of how gamification can influence the real world. In Stockholm, capital of Sweden, the carmaker Volkswagen realized that there were many cases of speeding. Thinking about how to reduce the speed of cars and consequently the probability of accidents, the company developed a gamification solution ( see video ) in which all cars that were within the limit competed in a kind of digital lottery. Radars scattered throughout the city were the physical tools to monitor the game. Whoever was within the speed accumulated points. The interesting thing is that the prize was financed by the fines of the most rushed. The result was that the average speed of vehicles dropped by 22% over a period of three days.

Test Before Applying

It is critical to do research with your customers before applying a gamification solution. Understand your yearnings and goals to try to know if this tool would really be helpful in helping you. Also, which goals that the company wants to achieve via gamification should be analyzed. If this is not clear to you, it certainly will not stay for anyone using the platform.

Gamification and Education: How to boost learning by playing

It is possible to apply gamification to content at a distance. A study carried out by PUC-SP pointed out that the education sector is one of the areas that most presents cases of gamification. Here at Eadbox gamification is available to you who want to improve the quality of their customers’ learning in a playful and interactive way.

Want to apply gamification to your business?

Then watch a free demonstration of the application of gamification in our distance learning platform by clicking on this link: EADBOX: know the novelty to increase the engagement.

Ready! now just warm up the engines and “Let’s Play”.

 


Categorias