What is gamification?

Friedrich Schiller already knew this at the end of the 18th century.

Playing changes our behaviour and accordingly attitudes towards themes or brands that we playfully experience.

More and more companies are using this to increase customer engagement and brand awareness with playful approaches. We have already encountered this topic on a wide variety of platforms and touchpoints. More and more often we are also confronted with playful approaches in everyday life. Sometimes we perceive them consciously, but sometimes they also happen completely unconsciously.

But what exactly is gamification and what changes it in us?

We believe that if we want to understand what gamification is, we first need to understand what a game is.

There are different definitions of game on different platforms. However, there are some features that are included in most definitions of game.

Voluntary: Games are voluntary activities and are usually performed for pleasure or entertainment.

Rule bound: Games usually have clear rules that must be accepted and followed by participants.

Interactivity: Games require the involvement of at least one person and interaction between participants.

Targeted: Games usually have goals or tasks that need to be achieved.

Uncertainty: Games often involve a degree of uncertainty or coincidence that can affect the outcome of the game.

Distinction from reality: Games are separated from the real world and have their own rules and limits.

It is important to note that these features do not have to be equally present in every game and that there are many different types of games that can have different features.

A very clear and concise definition could be:

Gamification is the application of game elements and mechanisms to non-game contexts to motivate and engage users. For example, rewards, leaderboards, point systems or the possibility of personalization can be used.

The goal of gamification is for users to perform certain behaviours, such as learning new skills, completing tasks, or meeting goals. The use of game-typical elements increases the emotions of the users:inside, which can lead to a better result.

In order to use gamification effectively, certain aspects should be considered.

Defining clear objectives: Before implementation begins, clear goals and success criteria should be defined. What should be achieved through gamification and how can success be measured?

Knowledge of the target: A good knowledge of the target group is crucial for the success of gamification. What motivations do users have:inside and what game mechanisms are appealing to them?

Integration into the overall concept: Gamification should be integrated into the overall concept of the product or service to create a seamless transition between the game and the actual goal. Context is an important factor.

Reward: Rewards should be motivating, but also not too easy to achieve. An appropriate balance between challenge and reward is crucial for user motivation:inside.

Feedback and progress tracking: Users should be able to receive regular feedback and track their progress to stay motivated.

Personalization: A personalized experience can increase user motivation and engagement. Individual goals and rewards can increase the sense of belonging and self-efficacy.

Evaluation and adaptation: Gamification should be continuously evaluated and adapted to ensure that it still meets the needs of users:inside and achieves the desired results.
 

Taking these aspects into account can help to target gamification, address users emotionally and achieve the desired results.

Gamification has long been used in many areas of our everyday lives.

Fitness apps: Fitness apps use gamification to motivate users to achieve their fitness goals. This is achieved by using points, rewards and challenges.

Education: In education, gamification is used to motivate and encourage students. For example, educational games and quizzes can be used to playfully support the learning process.

Marketing: Companies use gamification to increase customer loyalty. For example, customers can earn rewards for buying products or earn points by sharing content on social media.

Working world: In the world of work, playful elements are used to increase employee motivation and productivity. Point systems or rewards will be used to reward employees for their achievements.

We are excited and curious about how gamification will evolve in the future and are following this development with great enthusiasm. Since we are excited about the topic and want to know more about it, we have decided to organize a trade event where we dive into the world of gamification together with experts.