What is Gamification? Education, Business & Marketing (2021 ...

Gamification is the application of game-design elements and game principles in non-game contexts. It can also be defined as a set of activities and ... GameLibrary Pricing CaseStudies WhatisGamification (current) Blog StartaFreeTrial WhatisGamification? GamificationwithDrZacharyFitzWalter Gamificationistheadditionofgameelementstonon-gameactivities Marketing Health Education Websites Influences Examples HowDoesGamificationWork? Gamification istheapplicationofgame-designelementsandgameprinciplesinnon-gamecontexts.Itcanalsobedefinedasasetofactivitiesandprocessestosolveproblemsbyusingorapplyingthecharacteristicsofgameelements. Gamesandgame-likeelementshavebeenusedtoEducate,EntertainandEngageforthousandsofyears.Someclassicgameelementsare;Points,Badges,andLeaderboards.   Pointsareusedasvisualidentifiersofprogressinsports,rewardcardsandvideogames  Badges displayachievement,whether fromserviceinthemilitaryoragoldstaronschoolreportcard  Leaderboardsareusedacrosssports,salesteams,andingenerallifetopresentcompetitiveplacementFormoreinformationonthesegamificationfundamentalscheckoutthe8CoreHumanDrivesOfGamification.Therearemanydifferentdefinitionsfortheterm'Gamification'.Oneofthemostpopulargamificationdefinitionscanbefoundinanacademicpaperfrom2011wheregamificationwasdefinedas"theadditionofgameelementstonon-gameactivities". What'sinterestingisthatgamificationisnotanewconcept.Whilethetermmayhavebeencoinedinmorerecenttimes,theconcepthasexistedinmanyareasoflifeforaslongascivilisationhasexisted.IfyourememberwatchingMaryPoppins,shesumsupgamificationquitenicelywiththequote"Ineveryjobthatmustbedone,thereisanelementoffun.YoufindthefunandSNAP!thejob'sagame." Shewasontosomethinghere.MaryPoppinsknewallthewaybackinthe1960sthatanythingcouldbeturnedintoafunactivitybymakingitintoagame.TherewereprominentexamplesofgamificationexistingevenearlierthanMaryPoppinshowever. Backintheearly1900s,ifyouwereaBoyScoutyoucouldobtainrealbadgesandranks,atraditionthatisstillcarriedouttoday.Howeverasvideogamesstartedtotakeoff,wesaweducationalvideogamesthenbecomepopularinthe1970sand80s.Youmayremembersuchgamesas'WhereintheWorldisCarmenSanDiego',‘ReaderRabbit'and'MathBlaster’.Thesegameswereformsofentertainmentthatwerebuiltforseriouspurposes,toeducateplayers. Foursquareisanexampleofsocialgamification.Ifyoucheckedintoalocation,youwouldreceivepoints.Checkintoanewlocation,youhadn'tvisitedbeforeandyouwouldreceiveevenmorepoints.Youcouldthencomparethenumberofpointsyouhadonaleaderboardwithfriendsandyoucouldalsoreceivebadgesfordoingspecialthingslikecheckinginonaboatorcheckinginwithmorethan50peopleinoneplace.  Ifyoucheckedintoaplacemorethananyoneelse,youbecamethe“Foursquaremayor”ofthatlocation.Thisuserexperiencefeltlikeagame,anditwasalotoffuntouse.Foursquarebecameapopularexampleofanappincreasinguserengagementthroughloyaltyprogramgamification.  What'sinteresting,though,wasthatthegameelementstheyusedstartedtoappearinmanydifferentotherapplicationsandwebsites.Thismayhavecontributedtothesegameelementsbecomingapopularwaytoaddgamification. Thesedayswe’reseeingmoreandmoreseriousgamesingamification,partlybecausevideogameshavebecomemainstreamand,aswell,smartphoneshavemadeitincrediblyeasytoplaygamesanywhereatanytime.   GamificationExamples Marketing Health Education Websites Influencers   GamificationinMarketing Gamificationhasbeenwidelyappliedinmarketing.Forbes,in2013estimatedthatover70%oftheir'Global2000Companies'listwererecordedsayingonasurveythattheyplannedtousegamificationforthepurposesofmarketingandcustomerretention.Withthatbeingsaidherearethe3MajortypesofGamificationMarketing.   1.Transmedia:007:GoldenEye Transmediaisthepracticeoftakingamediapropertyandextendingitintoadifferentmediumtoeitherexpanduponthematerialorbringgreaterattentiontoit.In1997NintendodidthiswithitsN64release'007:GoldenEye'.ThiswasaAAATitleGamethatwascreatedtobringmoreattentiontothefilmofthesametitle'sreleasebutactuallyendedupmakingmoremoneythanthefilmitself.  Notsurprisingthenthat20yearslaterthevideogameindustryisnow4xlargerthanthemovieindustry.Perhapswewillsoonstartseeingadvertisementsforvideogamesinmovies?   2.Brandification:Tesla+PUBG  Brandificationinitssimplestformconsistsofin-gameadvertisingforreal-worldproducts&services.Thiscouldlooklikemessages,imagesorvideospromotingabrand,productorservicewithinavideogames'world.OneofthefirsttodoitwellwasCounter-Strike.Oneofthemostpopularfirstshootergamesinhistory,Counter-Strikeallowedadvertiserstopromotemoviepostersonthewallswithinthegameitselflike"Smokin'Aces"backin2006amongotherfilms.  ThemostrecentexampleofBrandification?TeslaisusingPlayerUnknown'sBattlegrounds(PUBG)asaplatformtomarkettheircars.PUBGisoneofthemostplayedandviewed(Twitch)videogamesintheworldrightnow.TeslaasofJuly2020placedtheircarswithinthegameasdrivablevehiclesforplayers. Ifmarketingisallabout"beingwheretheattentionis"TeslamaygodowninhistoryashavingthebestVideoGameMarketingCampaignofalltime. 3.Advergame:PepsiMan Advergamesareonlinevideogamesthatpromoteaparticularbrand,product,ormarketingmessagebyintegratingitintothegametemplate,createdexpresslyforpromotionalpurposes.Advergamesareoftencommissionedtosupportothermedia,notreplacethem.Theideaisthatthemoreinteractionwiththepropertythroughtheformofthegamethestrongeritleadstobetterassociations. AdvergamesfirstbecamepopularwithPepsi's"PepsiMan"and7Up's'Spot'inthelate90s.in2019,snackablemobilegameslike'CandyCrush'&'TempleRun'havebeguntobe're-skinned'withcompanybrandingandthemestopromotetheirproductsandservices.ThesearedonethroughcompanieslikeGamifyorpopularDIYwebsiteplatformslikeWIXorShopify.Advergameshavebeenproventogethigherlevelsofengagement&redemptionthanmoretraditionaladvertisements.    GamificationinHealth    1.PhysicalHealth:Nike NikelaunchedNike+Runin2010asagamificationplatformthattracksandgamifiesyourruntime,distancecovered,healthlevelsandcomparesyourselftoyourpreviousrecordingsandotherswithinyoursocialfield.Theyhavealeaderboard,points,andbadges.Thisisaclassicexampleoflivefeedbackandmicro-measuringprogresstohelpingrunnerstoimproveandprogressintheirpersonalgoals. Foramorein-depthlookatsomeofthebestGamifiedHealthAppsonthemarket,checkoutGamify'sTopFitnessApps2021.   2.MentalHealth:Headspace  Headspacecomesintheformofanappthatusesgamificationtoincreaseusercompletionandmasteryofalevelofmeditationbeforemovingontoamoreadvancedsection.Eachsessionisabouttenminuteslongandusuallyinaudioformat.Gamifyingtheprocesshelpsuserstotracktheirprogressinbetteringtheirmentalstateandintrulyseeingthestridesthey'vetakentowardsbeingbetterbalanced.   3.GroupWorkouts:LesMills OtherorganisationslikeCrossFithavedonewellwiththeirgroupconnectionandleaderboardsbutLesMills'BeMoved'utilisesgamificationtoanotherlevel.Theydogroupclassesonstationarybikeswithacomputerscreeninfrontofthem,simulatingafuturisticrollercoaster.Onceyoulogin,ittracksyourscores,providesleaderboardsandifyoudon'tshowuptoclassitgivesyouawarning(anexampleoflossaversion).7/8ofourgamificationcoredrivesaredisplayedwithinLesMills''BeMoved'.   GamificationinEducation    1.ComputerGames:Minecraft-EducationEdition  MathBlasterandTreasureMountainaresomeoftheearliestexamplesofpopulareducationalgames,however,oneofthebestandmostcurrentexamplesofGame-basedLearningisMinecraft:EducationEdition.Thisgameteachesstudentshowtocodethroughoneofthemostpopulargameformatsintheworld.Ifyou'reateacheryoualreadyknowalotofyourstudentslovethisgameandthegamemechanicsthatcomewithit. 2.Apps:Google'sReadAlongAnotherapp-basedlearninggameis“ReadAlong”byGoogle.TheappusesGoogle'svoicetechnologytoencouragekidstoreadandfollowalongwithstories.Ithasgreatreviewsandisusedaroundtheworld.TheonlydrawbackatthemomentisitonlybeingcompatiblewithAndroidatthemoment.   3.Classroom:Kahoot Kahootallowsyoutocreateamultiplechoicequizthroughaquickwebsitelinkshare.Thisallowsforstudentstousetheirphonesinaproductivemanner,participatinginselectingortypingtheiranswerstoin-classquizzesinreal-time.Kahootisoneofthemoststraightforwardandinteractiveexamplesofgamificationmotivatingpeopleintheclassroom.   4.eLearningPlatforms:ArchyLearning ArchyLearningisasimplegamifiedeLearningplatform.TeacherscancutandpasteYouTubelinksandclassroomnotesintoalearningpathway.Whereitgetsreallyfuniswiththeadditionofgamificationstrategyintheformofclassquizzes,educationalvideogames,mixedmediaexams,andawardedcertificatesuponcompletedcoursesforanall-aroundgamificationlearningexperience.   FormoreexamplesseeourvideoandblogGamificationExamplesinEducation GamificationinWebsites   1.Physical&OnlineLocations:Foursquare Previouslymentioned,Foursquarewastheoriginalwebsiteandbrandwhichnotonlybuilttheircompanyaroundthepremiseofgamificationbutgrew10xinsizeinjustfiveyearsofimplementinggameelementsintocustomeronboarding.Bringingbothreallifeandonlineelementstotheirbrand,storeandwebsite.WatchthevideoatthetopofthispagetolearnmoreaboutFoursquare. 2.Website:DevHub InAugust2010Devhubannouncedanincreaseinthenumberofuserswhocompletedtheironlinetasksfrom10%to80%afteraddinggamificationelements.SocialwebsiteslikeFacebook,Twitter,andLinkedinnowhaveimplementedgameelementsintotheirsign-up&accountprocessesasaresultofDevHub'ssuccess.TheeasiesttooltoGamifyyoursiteisthroughthelargestDIYwebsiteenginesintheworld;Wix&ShopifyallowuserstoaddgamestoeCommercestoresinordertoencourageengagementandemailsubscriptions. 3.Social:Reddit Themostwell-executedexampleofgamificationwithinasocialsitecanbefoundonReddit.Usingbadges,points,leaderboards,personalisation/avatars,coins,andmanyotherelementsandmechanicstoincreaseengagement,Reddittookabasicblogwebsiteandtransformeditintooneofthetop10mostvisitedsitesintheworldthroughgamification.Bygainingpointsfortheamountoftimeyouwrite,interact,andhavesimplybeenamemberonthesite,youcanbuy"coins"and“gift”themtoarticlewriters.Thisisagreatexampleofintrinsicmotivatorsbuildingupawebsite’sfollowing.   4.OnlinePortfolio:BrunoSimon Oneofthemostengagingonlineportfoliosyouwillever'experience'.BrunoSimonisaCreativeDeveloperwhoisjustshowingoffatthispointwithhisfullyinteractiveonlineportfolio.Controla3Dmodeltruckasyouliterallydrivearoundhispastprojects,sociallinks,andaddedplaygroundtoensurethatviewerstrulytaketheirtimetosoakinandenjoywhatBrunohasachieved(clickonthelinkandgoforaspin). Gamification Influencers   1.TheOriginal: Yu-KaiChou Yu-Kaiwasoneofthefirstprominentfiguresingamification.First,trulyrisinginpopularityaroundthetopicofgamificationwithhisTEDtalkin2014,andsoonfollowedupbyawarded"GamificationGuruoftheYear"-GamificationEuropeConferencein2017.  Hisbook'Octalysis'istheframeworkImentionedin8CoreDrivesinGamification.    2.TheConsultant:GabeZicherman Gabehaswrittenthreemajorbooksongamificationanddonenumerouslivevideosandevents,includingmajorgamificationconferences.Histalks,workshops,books,andcourseshavehelpedtrainmarketers,customerloyaltyexperts,HRprofessionals,strategists,andproductdesignerstomaketheworldamorefunandengagingplace. HecanbeseenhereconsultingSamanthaBeeonhowto'Gamifyvoting'. 3.TheFace:JaneMcGonigal Gamedesigner,authorofSuperBetter,andpublicspeaker.Jane'sTEDTalkon'HowGamingcanMakeaBetterWorld'hasestablishedheras"thefaceofGamification".   4.TheDoctor:Dr.ZacFitz-Walter Dr.Zacearnedoneoftheworld’sfirstPhDsingamificationdesignandhassincelecturedanddevelopedacurriculumongamificationforuniversities.Hespeaksandeducatesgovernments,conferences,andcompaniesaroundtheworldoneffectivegamificationandengagementdesignincludingGamificationEurope.   Summary  Whatactionsdoyouwantyouraudiencetotake?Whethertheyarestudents,customersoremployees-Canyouthinkofanywayofmeasuringandrewardingthemfordoingcertainactions?Theoldsayingistrue"whatevergetsmeasured,improves".  ThisiswhyloyaltycardsandAirpointshavedonesowell.Theyacknowledgeandrewardcustomersforbehavioursthecompanywantsthemtocontinuedoing.Inthenextarticle,we'llbegoingthroughmoreexamplesofhowindividualsandcompanieshaveutilisedgamificationtotheirbenefit,titled:"5BestGamificationExamples". Canyouthinkofothercompanieswhichhavegamifiedtheirproductsorservices?  Whatotherindustrieshavedonewellwithgamification?    Thisisthefirstofathree-partseries.Clickonthe"NextArticle"tabinthebottomrighttogotothenextpagewherewelookatother"TopGamificationExamples"withinavideopresentation.   Resources: OwlTailPodcastonGamification SmartInsightsGamification-Whatisitandwhyisitimportant?  SmallbizTechnology WhatisGamificationandWhatdoesitmeantoyou?  UXMag-AGamificationframeworkforinteractiondesigners THEGAMES Badge Header Amonth-longcampaignranbyafastfoodchaininNewZealand,thatsuccessfullyengagedover9,800people. Watchdemo Badge Header Amonth-longcampaignranbyafastfoodchaininNewZealand,thatsuccessfullyengagedover9,800people. Watchdemo Badge Header Amonth-longcampaignranbyafastfoodchaininNewZealand,thatsuccessfullyengagedover9,800people. Watchdemo Badge Header Amonth-longcampaignranbyafastfoodchaininNewZealand,thatsuccessfullyengagedover9,800people. 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