The term gamification was coined in 2002, although the techniques and methods it encompasses have been used for much longer. It uses mechanics and elements that are found within gaming to drive results and increase interaction.
Gamification is commonly used as a marketing and engagement tool, but it is employed within various industries and for a range of purposes. Below, we take a closer look at gamification and give some examples of its uses.
What Is Gamification?
Gamification uses elements of game design to increase user engagement. There are two basic types of gamification:
- Structural – Structural gamification means offering gaming mechanics that do not alter the content itself. So, for example, having a leaderboard or offering badges and rewards for completing milestones are considered forms of structural gamification.
- Content – In content gamification, the actual content uses gaming mechanics. The use of scenarios or scenes within learning can be considered content gamification because the content itself is changed.
Some people use gamification to help with personal tasks. If you have many household chores to do and decide to reward yourself with a cup of coffee after finishing a set number of tasks, that’s a basic form of gamification. Businesses and other groups also use similar techniques.
1. Online Gambling
Gambling is a form of gaming, but there are still elements that further ‘gamify’ the experience. Players place bets and participate in the hope of winning rewards, in the form of cash. Online casinos also implement gamification with free bet offers and, in some cases, performance leaderboards.
The recent rise of fish game gambling, which, according to Nick Pappas, requires more interaction and is meant to be engaging, is a further example of gamification within the industry. Rather than games of luck and betting on the outcome of a die roll or wheel spin, fish games at online gambling sites involve more skill and greater interaction from players.
2. Cryptocurrency
There are lots of examples of gamification within cryptocurrency. Some cryptos offer rewards for completing certain actions. Sweatcoin, for example, grants coins in exchange for steps taken and exercises completed. Some wallets and crypto services even offer cryptocurrency rewards for taking quizzes about crypto and blockchain technology.
3. Business HR
Businesses have used gamification since long before gamification was even a term. Employee-of-the-month schemes and performance-related bonuses can be viewed as a form of gamification. Businesses might also implement schemes that reward employees for taking a certain number of actions, such as teaching new employees how to perform tasks.
4. Retail
Another industry that has long used gamification modeling is the retail industry. Loyalty programs reward the user with money off vouchers, free gifts, or other rewards when they make a certain number of purchases or have spent a predetermined amount.
When you get your 10th cup of coffee free at your local coffee house, you and the coffee house have benefited from gamification. You get a free coffee and the coffee house retains your business.
Another example is Mcdonald’s Monopoly games where you receive and collect Monopoly properties to win free food and other prizes.
5. Education
House points and badges represent gamification in education, and these aren’t just used in schools. Education portals and apps use these powerful tools to encourage their users to enroll in additional courses.
The Boy Scout movement is a great example. Scouts receive badges for completing certain tasks, and they effectively compete with one another to try and get the most badges in the shortest time.
6. Fitness
Not only do fitness apps use this method to encourage greater participation, but some fitness businesses are built entirely on this premise.
Peloton has leaderboards to show how users stack up against the competition. It offers badges for achieving specific milestones, and it has streaks that are rewarded for participating on consecutive days.
The gamification elements make fitness, which can be challenging to maintain, more fun. They also ensure Peloton retains its monthly subscriber base.
7. Health
Weight loss clubs encourage participants to take part in daily weigh-ins. Some offer rewards for hitting specific milestones, too, and these gamified elements make it easier for a lot of participants to shed pounds. Dieting apps offer badges and other rewards and merits for successful actions, too.
Meditation and mental health apps also use elements to help their users. The Headspace app rewards its users with cashback for regular meditation sessions.
8. Online Banking
Online banking might not sound fun or exciting, but some apps try to gamify the process. Users add weekly, monthly, or even annual saving targets, and receive badges for completion. Cashback rewards can also be considered gamification. They reward the user for continuing to use their card.
9. Driving
Nissan has the Carwings app. In addition to letting owners communicate with their Nissan Leaf cars remotely and assisting in finding nearby charging stations, the app also enables users to compare their driving performance to that of other users.
Colored badges can be won according to the driver’s performance, encouraging owners to drive and use their cars more.
Uber’s app also incorporates gamification. It tracks a driver’s performance over a shift, and recent changes to the app have seen the introduction of a tiered reward system, so the more fares a driver takes, and the more efficient their performance, the better the rewards they receive.
10. Social Media
Businesses can use gamification on social media websites by introducing polls, surveys, and other elements. However, some networks use gamification features to entice and retain users.
LinkedIn has a badge system, and it even offers courses relating to a person’s job title, with successful completion resulting in the addition of a badge to the user’s profile.
Conclusion
Gamification can be highly effective on a personal and business level. It encourages participation and completion, which means individuals achieve their personal goals while helping the business achieve its organizational goals. From gambling to fitness, it is a popular method of increasing user engagement and profits.
