What is Gamification?

What is Gamification?

Gamification is the use of game mechanics and game theory in non-game contexts. It leverages game design, loyalty programme design and behaviour change theory to create the optimal context for behaviour change and successful outcomes.

When applied to non-game situtations and processes, the aim is to digitally engage and motivate people to achieve a desired outcome.

Gamification works by making a programme or process more engaging, by encouraging users to engage in desired behaviors, and by taking advantage of humans’ psychological predisposition to engage in gaming. The technique can encourage people to perform chores that they ordinarily consider boring or hard work, such as completing evaluations, working out, recycling, filling out tax forms, etc.

We use a lot of gamification techniques in our Reaching Rio challenge, including team competition, leaderboards, bonus activities, virtual race, badges.

A few other examples:

Speed camera lottery

Rather than just fining people who were caught speeding, offer those abiding by the law the chance for a reward. Money raised from speeding fines could be added to a lottery fund. At random, people seen to be driving at the correct speed would be entered into this lottery.

Giff Gaff

The company wanted to encourage people to the use their online community forum rather than calling a service desk. Other members then offer you help and advice. Contributing to the community can earn you more points.

One point is equal to one penny and can then be redeemed in 3 ways once you hit certain thresholds.

  • Get the cash
  • Pay for airtime
  • Donate it to a charity chosen by the members

This gives so many forms of motivation to all types of users and has been very effective for the company.

For more information get in touch and have a chat about how gamification could help you achieve your objectives.

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