What is Gamification?
The application of game elements and digital game design techniques to non-game problems such as business, education, social impact challenges to achieve desired goals is termed as Gamification which is also known as Serious Gaming. It taps into the basic desires and needs of the users impulses which revolve around the idea of status and achievement. Most of the research on gamification shows that a majority of the studies on it finds positive effect from gamification.
It uses an empathy based approach for introducing, transforming and operating a service system that allows player to enter a gameful experience to support value creation for the players and other stake holders. Game designers address the user as player to indicate that the motivations and interests of the player are in the center of the gamification design.
Gamification is used in a non-game context, is built into the service system providing an infinite experience. It offers a gameful experience without actually creating a game. It is used in businesses to drive desired user behaviors that are advantageous to their brand. It increases the engagement by rewarding the users who accomplish desired task.
Competition can also be used as one can stay on top of the leader-board by completing more and more tasks. One another way is to make a task feel more like a game so the user intends to finish the task same as in the game.
Applications of Gamification:
Gamification has been widely used in the marketing. More than 70% of the Forbes Global 2000 companies surveyed in 2013 said they planned to use it for the purposes of marketing and customer retention. It has also been used as a tool for customer engagement and for encouraging desirable website usage behavior. Additionally, it is readily applicable to increasing engagement on sites built on social network services.
Applications like Fitocracy and QUENTIQ use gamification to encourage their users to exercise more effectively and improve their health. Users are credited with points for activities they perform in their workouts and gain levels based on points collected.
Employee productivity is another problem it has been used to tackle. Playcall, Arcaris are examples of management tools that use serious gaming to improve the productivity. It can also be applied to financial services, transportation, government, employee-training.
Education and training are the areas where there has been interest in gamification. SAP has used games to educate their employees on sustainability. Microsoft released Robbin Hero 2 as an add-on to their Office productivity suite to help train people to use it effectively.