gamification• What is it?• Why is it so popular?• Who’s out there doing it?• Little bit of theory• How and if it can be applied to market research
who are nile?• Experience and Service Design Co.• Multi-disciplinary team• Specialise in working within the digital space improving the overall customer experience
This is an advert for Nike + and even though you may not know it, it is brilliant example of a gaming experience. Two mega brands have come together to create a service that changes peoples behaviour when it comes to fitness. How has is done that, by creating a great gaming experience! They have produced a more engaging experience that has enticed, encouraged and motivated people to run using Nike and Apple products. Importantly, in addition, this change in behaviour has been sustained. They have well over 2 million runners now using Nike + and the numbers are still increasing.Gamification
So what is Gamification. Well, it’s taking what makes a gaming experience funand engaging and applying it to your site, service, community, content orcampaign, in order to drive participation.So to be clear, gamification isn’t just games, it’s applying game based thinkingto your brand, business or research. By understanding what it is that makes games so enticing, engaging and motivating, we are aiming to apply similar principles to entice, engage and motivate people into participating in useful activities that they may otherwise be reluctant to do.Gamification can also be applied to change social behaviour. Particularly in theeducation and health sectors.You can use this knowledge to your advantage - to ultimately get moreengagement and commitment from participants Gamification
So what do we know, we know games and gaming are extremely popular. But why?Games are giving and providing something for people that they may not be getting in theirreal lives. Now what could that be?People seek meaningful work: work with a purpose. They want to master something,improve their skills, and get recognition for their efforts. In some cases they are not gettingthese things in real life. Games can make people feel they can achievePsychological FLOW theory (why play games are fun): Usually we feelbest not when we are under challenged then we feel bored or not whenwe are over challenged because then we feel frustrated or anxious butthat optimal middle ground where the challenges meet our abilitiesand this we get a feeling of achievement by actually mastering them.
And what you can do is leverage those human desires and needs that aredriving that participation in that activity
Gamification isn’t something new, it’s been around fordecades - Companies have been on to the idea of motivatingusers through points, levels and status for a long time.Market researchers have also been using prizes to try andentice participation in a survey or study for a long time. If you have loyalty cards like these then the chances are they have changed your behaviour so that you now proportionately buy more products from that brand than others. That is a gaming experience. Rewards are one of the basic Gamification principles. Gamification
GIFF GAFF do not have a designated (paid) support team(surprisingly) for their 3 million strong customer base. Instead they incentivise customers to provide support for each other. They are rewarded with a points scheme, which if their support has used to successfully help someone with their problem and they reach a certain level they can redeem these points/rewards for money off their bill. Gamification
so why isgamificationimportant?
so can you applygamification tomarket research?