by Mitch Posada
Lured by the possibilities of a stickier site, soon you will you be asked what can Gamification do for your business? But what does that mean and how should you think about it? Here’s my first pass at answering this question.
ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn] — Integrating game dynamics into your site, service, community, content or campaign, in order to drive participation. (source: Bunchball)
Think social media headlines not long ago and still today, just type into your search ‘is social media good for your business?”
With the popularity of Foursquare and Zynga 2010 has been dubbed the year of Gamification or in some cases kicking of the decade of Games, Gamification is not entirely bound to the digital realm (you don’t just do things online) but it will have strong ties to it since the not secret element fueling gamification are social graphs especially Facebook Open Graph. A high-level goal of Gamification is to create customer loyalty as emphasized by a leading authority on the subject Gabe Zichermann who references airlines loyalty programs and hits home a few more key insights like the game is ‘the thing’, plus it can be a PR machine, and he outlines why prizes are passé.
Pause Play. If Loyalty is the game you wish to play I recommend first reading…
Designing Loyalty Programs to Enhance Value Growth — By Mark Kadar and Bernhard Kotanko
Kadar and Kotanko have “identified a number of key issues for creating loyalty programs that make an ongoing contribution to value growth.”
For more on Loyalty see Bob Thompson article on Find the “Ultimate” Loyalty Metric to Grow Your Business”. One line I took away was “The most effective measurement for Loyalty is Average satisfaction scores.”
Resume Play. For the digital practicioner, online marketer, and product manager we are tasked with increasing many of the following metrics:
We look to measure and drive user behavior that creates value for our business and function. These measures are sometimes referred to as KPIs (key performance indicators). Keep in mind behavior can be ones you want and don’t want. Broadly defined the goal for these performance indicators fall into these categories: Acquisition, Conversion, Revenue, Retention, and Brand Perception.
Fundamentals of Gamification are based upon:
Applied game dynamics create the conditions that spontaneously generate (my words — don’t make them have to evaluate or think about it too much) optimal behaviors by tapping into human desires that fit well in the context of seeking fun and enjoyment ala the term ‘Funware’…again refer to Gabe at funwareblog.com.
Human desires most listed include:
But also include:
Game mechanics most listed:
Applied game dynamic hooks once you have someone playing include:
Ok, so you were probably skimming through to get to the examples well, here they are (check back as this list will grow):
Or, you advanced this far for some additional thoughts on how to answer can Gamification help your business. Some assessment questions you might ask first:
Two impressive presentations that will do a better job than me to get you primed for motivating you to dig deeper into applied game dynamics…