Gamification is a technique that uses the mechanics of games in the educational – professional field. In other words, it can be defined as a set of activities or processes to solve problems using or applying the characteristics of game elements.
This term may seem recent, but the reality is that it is a concept that has existed and has been implemented in various areas and fields for many years. And it is something that continues to be a trend because it represents an important issue: human beings love to play! That is why many brands use this tool to strengthen the engagement of their consumers.
It is a widely used tool in schools, as it facilitates children’s learning. However, it is a widely used technique in companies, especially in the marketing area. Basically, gamification is used to achieve better results. In the same way, it helps to motivate people, generate concentration, build loyalty, and generate other positive values.
Gamification within business is a model that adds a lot of value, because it allows you to create new ways of maintaining long-term relationships and retaining or engaging everyone – both customers and employees. The secret of this wonderful tool lies in one thing: motivation. Human beings are driven by motivation. The implementation of gamification strategies within a company serves to attract new customers, inform / educate people about their products or services, increase purchase motivation and customer loyalty.
Advantages of gamification
- Attract audiences: games and recreational applications are very attractive to a wide sector of the digital public that is looking for entertainment and information.
- Improve SEO: in addition to increasing your audience, gamification can also increase the time people spend on your website – positive influence in positioning.
- Learning: one of the main objectives of this technique is to educate the public (or your audience) about everything related to your company – products, services, philosophy, values. Games are an effective and quick way to achieve this non-invasively.
- Engagement: rewards or incentives are a perfect tool to engage the public much more and motivate them to convert and get involved in your company.
- Loyalty: by associating the brand with a pleasant gaming experience, people have a more positive perception of the product or service, which increases the chances of loyalty.
3 Successful examples of gamification
- US Army: This institution is relying on gamification through games and leaks on social networks to make more people interested in participating in the army
- Starbucks: This company has launched “My Starbucks Rewards” program – The more products they buy, the more chances they have to get free products. As a result, consumers increase their loyalty to the brand.
- Nike: With the creation of an application “Run Club”, Nike allows its users to have a personalized training program, among other things. Within the same application, users have the option to compete in challenges where they win a prize for each challenge. This is a great example of the implementation of gamification. It motivates and engages people to stay active and have a good perception of the brand.