Benefits of gamification
Join the DZone community and get the full member experience.Join For Free
Knowing what gamification means and knowing how it can benefit both companies and consumers are two different matters. Gamification is not a miracle answer to all your marketing problems. It still requires thorough research, development and analysis. But the rewards are well worth the effort.
Engagement and Learning The whole point of gamification is to make engaging content. If the game is easily understood and easily played (but not easily beaten), the user will stay engaged. The trick is to make that focus work for the business goals. Gamification presents information about the product or company to the player in new and fascinating ways. This increases both engagement and learning in similar ways. The user is learning information about the company, or even learning how to use the product, while playing a game. This makes the information fun, and thus easier to retain. It also makes it easier for the user to think positively about the company because they will associate it with an enjoyable gaming experience. Successful gamification strategies will draw the user into the game, which will increase the amount of time he/she spends getting to know your company. And well-integrated games mean that if a user is engaged with the game, he/she is engaged with the company.
Customer Retention and Conversion Gamification can also help
in getting new customers and keeping existing customers. Existing
customers may buy a certain product or service, but if they can get
something more out of the company, the stronger their loyalty.
Gamification provides a fun, engaging experience, perhaps giving the
customers a chance to compete with each other. This competition feeds
into itself and the user will continue playing on a frequent basis, thus
increasing their exposure to the company’s information.
When a game
is enthralling or entertaining enough, or if it’s just plain addictive,
the user forms positive associations. This will help the company image
because all that positive association can translate to a positive view
of the company. It will be seen as modern and in touch with customers’
When planning ways to encourage competition, social media is the simplest, and perhaps most effective, route to consider. Through the use of leaderboards, and like- or share-driven incentives, the existing customers will basically do all the recruiting. People innately like to show what they’re good at and to challenge others. If none of their friends are playing your game, they will try to make sure that changes. They’ll want someone to play with. If the existing customer is successful, the potential new customer will try out the game and in the process will get to learn about your company or product. And the cycle would (hopefully) just keep going. These are just the basic benefits of implementing a great gamification strategy. Other benefits are related to these such as increased ROI. The more customers you can convert and keep, theoretically the higher your return on investment. As long as you keep business goals in the forefront and do proper research and analysis, these benefits are inherent in good gamification implementation.
Opinions expressed by DZone contributors are their own.