“Gamification is the use of game play mechanics for non-game applications (also known as "funware"), particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications.” Wikipedia
Below are two notable points I jotted down as I was reading the Gamification pocket guide from Media Evolution: Gamification – how we can use game mechanics in areas that are not a game.
Following each are some thoughts about how you could start to implement these techniques in your business. You could be working with both online or offline activities.
A game is a set of challenges with proportional rewards and meaningful progress. -- Martin Walfisz.
You need to first determine what your business goal is, and who you need to engage to achieve that.
- What is your business goal?
- Who is the target audience?
- How could your business goal be translated into an appropriate challenge for the target audience?
Then you need to get into the mindset of your target audience.
- What state of mind will they be in when they encounter your engagement activity? What will they be doing?
- What is a relevant and compelling reward? What will make them take note and participate in the activity? What will encourage on-going participation in the activity?
- How hard should the activity be? How will the participant know they have made progress? How is each progressive step meaningful to the participant?
Make the activity too hard or too easy, too deep and obscure or too meaningless, and you stand to put off the participants.
Is yours a one-off activity? Or do you want on-going participation? Why would participants want to return to this activity again and again? How would they know they have progressed?
Four types of rewards: Status, Access, Power and Stuff; or SAPS. -- Gabe Zichermann.
Rewards are relative. Relative to what other participants have, to some universal measure, or to previous personal achievements.
Stuff is something of material value like a discount or a gift. Every customer you introduce to us gives you a 50% discount on your next purchase.
Power can be the ability to make changes to things other people can’t. If you score 80% or higher in your annual review, you can directly manage your own leave days.
Access can be to exclusive options. Only platinum customers may purchase items from the special aisle.
Status must be visible. The employee of the month gets a red badge and may park in the executive parking lot.