Gamification means “making something into a game” or turning something that is not normally a game, into something like a game so that it makes it more rewarding or fun to engage in. Gamification turns the mundane and boring into something fun. The brain responds differently to a game than it does a chore. Certain elements that game designers use to entice people to play the game can be modified and used in real life to change your own behaviour.
So, for example. An app that tracks your jogging, logging distance travelled might include something like achievements or daily goals. Those things are not important to the functioning of the app but the feedback may motivate people to run on days when they might not have otherwise. So the desired behaviour of exercise is itself turned into a game to get you to exercise more.
A businesses may make a competition out of who can mop the floor best or who can sell the most ice creams – these games don’t require apps. Gamification turns regular work into a game where you are competing, and this motivates you to work harder. Some companies pitch products in the form of something that looks and feels like a game. This can attract attention and participation in a way that traditional marketing cannot.
In gamifying a system, product or customer experience, keep in mind the principles of all engaging games:
- A good story and concept underlying the game
- Monitoring & evaluation
- Feedback and recognition/ rewards for achievement
- Space for discussion and comment from game participants on the game
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