More and more games are present in our daily lives. We do not need to go far, just think about the Pokémon GO phenomenon. In a few just a week’s hundreds of thousands of players, not only the Y generation as well as from other generations, were addicted to it.

This attractive ability that games have can be used by organizations as a marketing strategy. This is possible by applying the mechanics of context in non-game contexts-  gamification.

Simply put, gamification uses the characteristics of games in order to turn boring and complex processes in simple and appealing. Imagine every time you washed the dishes (for those who are like me and hate washing up) you’ve won a medal or better, a card that would allow you to never wash diches again. It may seem a silly example, let’s face it is, but in fact the elements of gamified systems can help us increase engagement (positive feedback) of our public about our products or services. But before we enter in the strategies, there are some elements that we need to know.

ELEMENTS OF A GAMIFIED SYSTEM

  • Users: It’s the people who use the apps or gamification systems
  • Feedback: the positive feeling that the games give us when we fulfill a task or objective and what motivates us to do it again.
  • Points: One of the most traditional elements of these systems. Points form the basis for many games formats, in addition, they help to provide a tangible context that allows the user to see what was your performance for each action or goal fulfilled;
  • Rewards systems: achivements or as they are better known. They are generally granted to certain actions that the user has completed. These offer the possibility for the user to share them on social networks, showing other users of the same app or system what it has managed to meet or achieve (eg achivements of the steam platform). They also offer excellent opportunities for branding, as the logos of the brands may be embedded in your desgin.
  • Leaderboards: são os ranks dos utilizadores que apresentam os melhores desempenhos. Os leaderboards ajudam a promover uma ideia de comunidade, especialmente se os utilizadores estiverem divididos por equipas.

THE GAME PROGRESS AS A WAY OF MOTIVATION THE USER

Motivation can be transmitted through the feedback elements mentioned above. Another way to do this is by introducing the idea of progress throughout the game. To do this, we can use levels of systems (such as video games) that help the user to realize that the actions taken have an impact on its performance, motivating him to become more involved.

REWARDS

Motivation can be transmitted through the feedback elements mentioned above. Another way to do this is by introducing the idea of progress throughout the game. To do this, we can use levels of systems (such as video games) that help the user to realize that the actions taken have an impact on its performance, motivating him to become more involved.

SOCIAL RECOGNITION

By integrating social platforms with gamification apps, organizations give the possibility to users to share their experiences and show the rewards they have already obtained.

SO, HOW CAN GAMIFICATION HELP OUR ORGANIZATION?

Well, I leave here just some of the ways I can be used. In a future article we will look into in more detail on these points.

  • Increase customer loyalty: to have a loyal customer base is an essential factor for business sustainability. Having customers is easy, now retain them becomes quite difficult in the current market. Gamification can help increase the return by offering rewards or recognition through the use of social networks. For example, programs such as Starbucks reward systems, allowed the customer to earn points on every purchase and eventually they were replaced by other products, encouraging consumption.
  • Involvement: customer engagement is a key metric of brand success and an area where gamification can have a considerable impact. When more users are involved the more likely of these shared their experiences and persuading others to participate. Thus, since the games are a naturally and engaging activity, some of its elements and mechanics can actually improve user involvement.
  • ApHarness the potential of social networks: whether we are fans or not, the various social networks are an important platform. Having a facebook or twitter page is not enough. You need to interact directly with the target audience and a gamification based system may be the ideal solution.