What is Gamification
Gamification is more than just a technology buzzword in 2020, and it’s far from just teenagers playing video games. Weaving gameplay and competition into your behaviour-change technology not only makes the product more dynamic, but significantly increases engagement too. So what is it about gamification that motivates people to engage and learn? Think about sport, and why a group of individuals would come together on a cold night to throw a ball in a hoop. At its core, it comes down to competition, and the humans desire to win.
If you take that competitive spirit and ‘desire to win’, then apply it to a technology platform, or an educational app, the result is gamification. Oxford defines gamification as ‘The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity, to encourage engagement with a product or service.
There’s no doubt the tech industry hasn’t already caught onto gamification, so we’ve compiled the top 4 benefits of gamification in technology.
Makes your technology fun and engaging
This is undoubtedly the most dominant benefit of gamification. Regardless of age, gender, beliefs, needs and wants – if you make something more entertaining and fun, it’ll play on the human psychology that drives engagement. Winning points, earning badges and going up in levels are some exciting and competitive aspects that can provide users with satisfaction using your technology.
Creates an addictive environment
The goal of many technology platforms or services is often to retain and engage it’s users. Something gamification offers to people is the ability and desire to progress, develop and compete against others. It’s the feeling of achievement that makes us feel good and wanting more, as our brain releases dopamine into our bodies when it wants to reward us. Therefore, providing users with the tools to gain achievements, earn points and compete with others can ultimately keep them coming back for more and more.
Provides Real-Time Feedback
There’s more than just fun and games behind the gamification in technology platforms. By using leaderboards and community averages, users can instantly compare themselves with benchmarks set for themselves or by others. On top of this, the additional messages sent when users make achievements provide technology platforms with the ability to encourage engagement and boost retention. See the iNSPIRE Sport app applying this below.
Ultimately, feedback is one of the most key elements of gamification. It provides users with a constant understanding of how they are tracking and what can be done to improve themselves.
A surprising benefit of gamification is its ability to steer users in the right direction. Whether it be part of the onboarding process, or to keep users on track with daily progress, there are gamified ways of communicating what the next step is. Gamification can be incorporated into staff wellbeing. See our blog on 4 reasons every organisation a wellness program.
It’s no doubt that gamification in products and services has become a staple for engaging users. The space is evolving at a fast pace, and it’s imperative that players in the tech industry are keeping up with the trends.