GAMIFICATIONTrends Analysis Presentation by: Anne Hinrichsen & Nannan Xun Hospitality Marketing and Sales
WHAT IS GAMIFICATION? Gamification is defined as the integration of game mechanics orgame dynamics into a website, service, community, or applicationin order to make them more fun and engaging and to encouragecustomer loyalty.
HISTORICAL REVIEW Gamification has been around for hundreds of years,just not used in the same way as it is now.For example: the toy in the Cracker Jack box. First modern gamification service was created byBunchball in 2007. BigDoor was founded in 2009.
This is an example of therewards a customer couldearn on a site that usesBigDoor’s gamificationsoftware.
REACH AND SCOPE Big and small companies and brands have started to catch on togamification as a marketing strategy. The more popular gamification becomes the more important it isfor every segment of the business and hospitality world to adoptthe trend into their plans.
DIRECT APPLICATION #1NIKE 2012- Introduced Nike+ Fuel Band Tracks daily exercise Nike Fuel earned based on exercise andgoals Online interactive game: Nike FuelMissions Uses Nike Fuel earned to lead charactersthrough a world taken over by winter
DIRECT APPLICATION #2VERIZON Social site called Verizon Insider Added Gigya (gamification platform) to the site Users can earn points and rewards for participating in contests,posting comments, and promoting events
BUSINESS LANDSCAPE IMPACTS Gamification can help manage employee behaviors andproductivity levels Employees can use the scoreboards and badges to keep track oftheir own behavior and involvement within their company – thiswill help motivate employees with competition, challenges,and the incentive to do their tasks to the best of their ability By 2015 gamification will be in 25 percent ofredesigned business processes