Gamification takes the engaging and rewarding aspects of games, and applies them to non-game activities with the aim of achieving a desired outcome. Gamification is delivering impressive results where other approaches are failing. If you aren't using this powerful business tool, here are 7 points to consider:
1. EVERYONE LOVES TO PLAY
As human beings, we are hard-wired to play, but we all play differently, and for different reasons. Some play to develop skills. Others like to challenge their brains. Some crave the adrenaline rush while others play for relaxation. There are those who prefer to play alone, and those that enjoy the social aspect of playing against others. This might be for competitive reasons, or for a sense of collaboration to achieve a common goal. Game designers know that everyone loves to play, but knowing what makes them "tick" helps organisations meet their goals. Want to know more?
2. TECHNOLOGY IS EVERYWHERE
Technology is available 24/7 impacting on the way we live, work, and play. But what we like to do best is play. You only have to look on and around public transport, in cafés and bars, and probably in your own home to see people playing. Sixty-eight percent of Australians play video games daily, often for an hour or more at a time. It's little wonder that in 2015, the global games market is worth over $100 billion. Game designers know that gamification has tech appeal, and that users expect a positive digital experience anywhere, anytime, and on any device. Want to know more?
3. YOU NEED DATA
Games are data-rich environments. Whether its user data, opt-ins to lists, levels of knowledge, levels of customer or employee satisfaction, games are a much better way of collecting data than forms. People are more willing to trade their information to play a game, and technology is great at providing analytics. Game designers know that gamification is not really about the game, but the data which can be used to deliver business outcomes. It doesn't matter whether those goals are to increase sales, or improve employee performance, game designers start with a desired outcome, and use their skills to achieve those results. Want to know more?
4. DEEP ENGAGEMENT
Have you tried speaking with someone who is deeply captivated with a game? They are so immersed in their activity, they don't notice anything else. Games are a multi-sensory experience, demanding active participation. In order to succeed, we have to make decisions, solve problems, use skills and more. This level of engagement is something that businesses strive to achieve. Increasingly, businesses are asking "How can I get my staff and customers to achieve this level of engagement?" When people are engaged in your game, they are not spending time on anything else, like talking to a competitor. Done well, gamification is great for the brand and very rewarding. Want to know more?
5. MOTIVATING PEOPLE
The games industry has become so good at engaging people and making money, that businesses are asking if they can apply the same techniques and methodologies to achieve similar levels of engagement and motivation with staff and customers. Gamification is now being used in all kinds of ways, such as loyalty and rewards programs, motivation and feedback systems, data collection, as well as behavioural and performance tracking. Game designers know that using meaningful incentives reinforces behaviour that delivers business outcomes. They know a motivated employee or customer is emotionally connected to a brand or a business. Want to know more?
6. PLAY TO LEARN
Play is an intuitive way to learn. Games make boring fun and players “learn by doing”. Lessons learnt in games tend to "stick" because players are connected on an emotional and cognitive level. Games provide focus, a better understanding of concepts as well as the incentive to keep going. Whether it's learning at school, work or at home, games provide instant feedback in a safe and supportive environment where you can learn at your own pace. Players fail again and again but are still motivated to continue, learning from their mistakes - there is always another life, another level or another reward to pursue. Game designers know there's a science to learning, which is reflected in the games they create. Want to know more?
7. THE STATE OF PLAY
Today, games are becoming more than a way to pass the time. The potential of games to hook into the human psyche is being used to its full potential in areas, such as health, education and positive ageing. People who play games cite benefits on a mental and physical level - improved thinking skills, coordination and dexterity are some examples. Games can tap into your "best self" reinforcing self-belief, optimism, motivation and resilience. From toddlers to grandparents, the capacity of games to engage, connect and motivate has meant that games are becoming a way of life for more and more Australians - transcending age, culture and gender. Everyone loves to play!
WANT TO KNOW MORE?
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