“Humans have been playing games for thousands of years. Some argue that games predate culture,” said Brandon Marsala, creative director of content and strategy at Mindspace. “Knucklebone dice and painted stones were used by ancient peoples to hone skills, develop critical thinking, or just pass the time. Games are a part of us. Whether it’s competition with others or competition with ourselves, games are miniature versions of our lives: We strive to achieve — to overcome challenges.”
Marketers are learning how gamesmanship can have a positive impact on engaging and motivating customers who are continuously being bombarded with massive amounts of noise in a new digital climate. The effective application of gamification within an organization is not limited to the seller’s relationship with customers; it is finding success with employer and employee relationships as well. Whether internal or external, gamification techniques are benefiting organizations in their efforts to transform disengaged employees and reinvigorating distracted consumer audiences. “Gamification has become a go-to tactic for engaging consumers and employees alike in recent years. By applying elements of typical gaming activities such as continuation streaks, point systems and rewards to a business interface, users can feel like they’re having fun while interacting with your brand.”
Businesses looking to develop a gamification strategy need to first identify those areas within the organization that can benefit from increased sales, customer loyalty, employee retention and motivation. The overall strategy must be relevant and in line with the company’s culture and mission. Keeping the rules of the game simple, easily understood and winnable is important. “The programs need to be easy to play and winnable,” says John Kampas, CEO of Empist. “A lengthy process or extensive rules can be unappealing to participants. You must also clearly outline the details of the challenge and the reward before starting the game.” Focus the development on what works best for your organization, its mission and goals. Leverage existing assets that motivate and drive increased performance and add value to user experience.
Whether it’s a customer loyalty program, progressive purchase reward, performance incentives or personal recognition, gamification is here to stay. Business leaders are aware of the importance of retaining top talent and expanding the list of loyal consumers. The old saying “This is business, not a game” doesn’t quite ring true anymore.
To learn more on how Junction Creative Solutions can help you implement an effective gamification strategy, call us at 678-686-1125.