Gamification is surfacing in all corners of life from education and training to physiotherapy, improving your health with health monitor, communicating a social cause, soliciting friends for moral support with nike+ and even driving the new Ford Focus. Market research is one of the more obvious and advantageous applications.
Here’s my beginner’s guide to gamification…
1. Gamification is the concept of creating a fun, engaging experience to encourage users to participate in what otherwise would be a relatively boring task.
2. Worldwide, a staggering 500 million people spend an hour each day playing games online and on mobile devices and by 2016 corporations are expected to spend $2.8 billion on gamification.
3. Brands and organisations are discovering that interacting with people in a fun way produces positive results. Meanwhile traditional methods of marketing, education and other activities are failing as people seek out and receive new, more engaging ways of doing things.
4. The key benefit of gamification is the enhanced level of involvement and engagement. When an interaction is gamified, it creates a more intimate connection through the positive experience, rewards and recognition that build affinity and loyalty.
5. With gamification there is enormous potential for word of mouth recommendation through the sites like fanzy that reward fans for spreading the word about your brand via social networks.
6. The success of the activity can be easily monitored through the use of metrics to track users who share content and friends who track back to the brand.
Surveys have traditionally been gap fillers, but these days, the prospect of completing a questionnaire is much less attractive than doing something like honing one’s investing skills in the carefully tailored Commonwealth’s Investorville, helping bring back rare creatures to the sea through theblu app or earning points while saving the planet on recyclebank. These are the calibre of activities with which our surveys compete making it increasingly more difficult to attract participation and a quality, considered response.
I’ll leave you with this short film, an entertaining perspective on where we may be heading with gamification and virtual reality. Enjoy!