We talk about gamification more and more, in communication or web marketing, but do you know what is behind this term? In this article, you will find the 5 key answers to understand it… and why not adopt it!
#1 What is gamification?
Gamification is the integration of certain game mechanisms into processes that are not primarily intended to be playful. The goals of such a process are multiple: to make a process more attractive, a model more efficient, to find innovative solutions and much more!
The universal character of the game makes the fields of application of gamification very numerous: it can be found in learning situations, like serious gaming, which is now quite widespread, but also in the functioning, or even the foundation, of websites and social networks where it allows to create and federate communities by stimulating engagement.
#2 What are the objectives of gamification?
The objectives of gamification are numerous but can be summarized in a few words: engagement and user experience. Indeed, whatever the field in which these mechanisms come into action (whether it is to create traffic on a website, to personalize the relationship of an individual with a brand, to create excitement around a project, or simply to give visibility to a site), the individual will be involved as an actor in the targeted universe thanks to a dynamic and customized experience. In these gamification situations, the game is never an end in itself: its objective is to push the targeted actors to feel involved and to adopt strategic objectives.
#3 What are the levers of gamification?
The need for recognition
Badges and other gifts have become excellent ways of rewarding individuals for their use of a software program or, more generally, a service. This approach, which can become a pillar of user engagement, is mainly based on a universally shared need for recognition, as well as a strong inclination to compare individuals.
These rewards, whether they are badges, points, special status, or a place in a ranking, represent virtual gains that are valid within the community and are strong sources of motivation (think of what you did to fill the blue gauge of LinkedIn at best!). They allow the user to situate himself in his journey (number of videos seen in an e-learning platform, number of contacts registered in a CRM, tickets solved in an ITSM tool…) and illustrate the degree of adoption or mastery of the tool, the goal being to allow a constant renewal of motivation in a community that values these rewards.
The social dimension
Good gamification must be able to integrate all the components related to the collective game: sharing, contact, recommendation, comparison. The members of these communities will try to interact with each other and will thus become creators of content… of virality and cooperation towards the common goal!
#4 How to choose the right gamification levers?
Identifying the right gamification levers depends in part on knowing your users well, to better animate them and build loyalty.
There are four main motivations to play:
- Mastering the game
- Discovering the game and new features
- Sharing the game experience
- Competition with other players (winning!)
However, it is not enough to register your players in a typology, you must also ask yourself about the obstacles to play (time for example) and adapt to their style of play (solo, cooperative…).
Finally, it is essential to take an interest in the commitment levels of your players:
- How to make beginner players stay?
- How to stimulate the adoption of regular players?
- How can you reward the best players?
#5 Why measure the success of your gamification strategy?
Adopting and implementing an effective gamification strategy is not without cost, so it has become essential to measure its results. On the back-office side, tools born from the junction of Analytics and Data Visualization allow access to the metrics necessary to manage gamification. These indicators allow a better knowledge of its players by following their activities and especially their commitment. It is thus possible to know if the game brings players closer to your brand, sales, or project objectives and if so, to activate the appropriate levers.
Mark Twain wrote: “Play is anything you do without having to do it”, which explains the concept of gamification, which seems so modern to us. If the game is attractive during childhood, it is just as attractive in adult life, as shown by the great communities created around the Superbowl only a short time ago: it’s up to you to adapt it to your projects!
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