This post has been published originally on the blog of our startup InteractiveProject
Gamification came as a new world back in 2010 and now is on everybody’s mouth. Gamification here, gamification there, it seems like the panacea for every problem… but what really is gamification, and why is it so useful?
Let’s start from the beginning: gamification is the process which brings real life actions, patterns, and learning processes into a game making them easier, funnier and more entertaining.
Because of this, gamification has huge potential in terms of appeal both for consumers, which get entertainment and easy learning processes, and for the firms because of the visibility. Moreover gamification allows consumers to virtually “try” products and services and gives the chance to gather data for marketing researches.
However, often, the word is misused and gamification is misinterpreted and used instead of the world advergaming.
Advergaming is an actual game which is usually used with the final goal of advertising a brand or a product. Gamification, on the other side, has the goal of making users learn or perform everyday actions in a more funny and propositive way through, indeed, a gaming way. Of course, since gamification always relates to the gaming world, it might have some functions crossing over the ones of advergaming.
Gamification aim is to create something that uses the game as a vehicle to reach a goal, which might be learning, involving customers or trying to understand users behaviors. The final objective for gamifications may vary:
- Creating engagement
- Using it as a vehicle for learning and trying products and services
- Increasing loyalty
- Generating viral information dissemination
- Monetization possibilities
- Data gathering and behavior profiling
Various are the possible fields of application of gamification, spanning to all possible business; like, for example:
- Banking and insurance
- Personnel recruiting and training
- Public sector with the aim of teaching citizens how to perform actions like paying bills or filling out public questionnaires
It is important to spend few words on this very last point, marketing. Gamification is the perfect solution for marketing researches. Customers are more willing to submit to a test if the test is presented in the form of a game, more than to more classical data collection methods like phone calls, mails or focus groups. Some ways in which a game might be used for data gathering are:
- Games presented at fairs and events, usually to a platform made available by the researches
- Games presents on the page of the researchers
- Mobile apps
- Dedicated website
It is always more and more common to bring an iPad to ask people to answer questions, anyway a new trend is coming up, and it runs through the use of 3D visors like Oculus Rift, as a more immersive device, to let people experience the gamification app and submit them a series of questions for marketing research purposes (you can read one interview to Interactive Project’s staff about Oculus Rift here).
Want to know more about gamification and the use of new platforms and consoles like Oculus? Stay tuned for next post on Interactive Project Blog.
If you need some external reference look down here: