Obviously, routine is boring. Also, it is not a secret that almost everyone suffers from it. This is why gamification is an important tool to deal with annoying monotonous everyday tasks. But what exactly gamification is, how does it work, and if it is possible to integrate it into any industry, or does it have some limitations?
Actually, gamification is the alternative workflow setting, in which the main purpose is to increase user engagement by using various gamification elements such as competitions, ratings, rewards, badges, and achievements, or even the actual gaming as well as many other bonus programs.
Usually, gamification is not the main approach to building the whole process, but a great additional tool, so it could be implemented into already existing systems or services according to their specifics. Also, it is important to understand that gamification is not about software but the principles of building or changing the system.
Gamification in apps works using a gaming design experience. It implements this experience in the form of gamification elements that can be used in various fields without being tied to the gaming industry at all. So, gamification can be met in eCommerce, eLearning, financial, or healthcare spheres. Sometimes, ordinary users have no idea that some features that are used to increase users engagement or to get more information about them are, in fact, gamification elements.
For example, the LinkedIn “All-star” profile scale could be considered one of them. The main point of this profile status scale is that the more information and interactions a user does with the site, the more features he gets. Moreover, it works as a bonus program: the last “All-star” level lets the users see more relevant feed updates and receive more profile views. So, even though the users don’t have to get this status by leaving their personal data, they are willing to do so, because it enables handy features. This approach allows ranking inside LinkedIn, motivating its users to be more active and open to the community, as a result, it increases the user engagement.
Another example of great gamification is an advertising campaign, which used gamification elements was “Bandersnatch” from Netflix. They have created an interactive movie in association with the Black Mirror series, allowing the viewers to make the choice for the movie characters, thus influencing the further course of the film events.
In fact, gamification won’t work without bonus programs, no matter if they are real or virtual, such as status or TOP place, etc. Also, for a more satisfactory experience, it is better to understand the differences between various gamification elements and approaches in order to use them in the right place.
The best way to embody competition between your audience is to enable different ratings and, for example, TOP users. The variety of competitive elements that could define a user’s place in such a hierarchy is enormous. Usually, competitions are used for gamification in eCommerce.
The most famous eCommerce gamification case, that uses this specific gamification element is Teleflora. They have created a rating system on the forum with a bonus system included, so the top users get different discounts and presents for their activity on the site. Despite answering the questions of others, the users get additional points for reposts on social media, blogs on specific topics, subscribing to the company’s social media accounts, etc. As the result, they have not only increased the user engagement on the website, but the company’s services get additional conditionally free advertising.
These gamification elements are usually used to encourage users to be more active and use the product more often as well as the previous ones. Nevertheless, challenges and achievements are mostly virtual bonuses. For example, completing them can be rewarded with different badges or similar cosmetic elements. For example, the Steam platform encourages gamers to use their product to buy and play games by providing various bonus programs such as discounts, community, challenges, and achievements. All of these features are interacting with each other creating the best user experience. Obviously, embodying such a complicated bonus system is expensive and difficult. Nevertheless, there is a variety of other ways to make it possible to use challenges and achievements as full-fledged features.
For example, Monobank is a great illustration of gamification in finance. In addition to simplifying all the possible procedures to make it easy to use, they added achievements for doing various in-app actions, using the provided features, and different payments. These achievements are just in-app cosmetics, that do not affect anything else. Nevertheless, it inspires the users for their actions.
Challenges and achievements together with rewards and badges are regularly used in various fitness and healthcare apps as well.
These gamification elements are regularly used in various fitness apps. Actually, badges are not something new. For example, they are used by various rehabilitation programs. This is why badges are one of the most common elements of gamification in healthcare. Despite it, the foregoing gamification elements are used as well. Rating systems in fitness apps, various challenges, and achievements could be integrated into healthcare apps.
Summing up all the above, we can conclude that gamification is a universal tool to increase user engagement, that can be used in any industry.
The best way to find out how can gamification upgrade various industries - is to look at gamification in apps in the context of different industries.
In fact, this industry is probably the best one for gamification integration, which actually become a trend already. First of all, gamification in eLearning helps to better concentrate on the subject. As a great addition, it is easier to learn in the form of a game.
Moreover, most of the eLearning platforms use gamified user interfaces. In this case, it is not only easier to interact, with but also helps to increase the targeted audience, such as kids. Various quizzes, interactives, rating boards, and other gamification elements help to make the routine tasks more enjoyable.
Also, gamification in eLearning also exists in a form of full-fledged games. For example, Triviador is a simple online game with elements of strategy, where to capture new territories the player must answer correctly all the questions for a mini-quiz. Such an approach empowers the will to learn new facts and to study better in order to succeed. Thus, gamification could become a great addition to adaptive learning.
As an addition to the already mentioned cases, gamification in eCommerce also works as a great additional tool for advertising. There are many different advertising campaigns, that used gamification as a tool to attract attention and create a competitive component. For example, Nike once created an animated “Winter’s Angry” interactive, which allowed the visitors to play a minigame on their website. This minigame also had a scoring system, giving its top users a chance to buy limited products such as T-shirts, worn by some famous athletes, etc.
Both the examples have impacted the popularity and activity on the platforms and increased user engagement by providing them options to control.
Despite giving additional motivational tools such as rewards and badges for the people who quit bad habits, gamification in Healthcare helps to simpy learn very important things that can help save lives.
For example, there are various Healthcare educational games for kids. Unfortunately, most of them are not popular due to poor development. Nevertheless, the idea of creating a healthcare app to teach children how to react in various emergencies is actually in high demand.
Gamification in Healthcare is not only for children. For example, MindMaze is a game, that is created to help people with their rehabilitation and recovery, packing the exercises in the form of a game. So, the players will keep training themselves with fun.
Instead of using gamification in apps, the creators of the Fortune City created an actual game, which corresponds to and works based on its users’ spending. In fact, it takes the gamification in finance to a new level. Spending money and playing this game not only increases user engagement but uses it as an instrument to show their expenses and teach them how to decrease and deal with them. In other words, it is a more advanced financial tracker than others.
Actually, there are dozens of similar cases, when the game is used as a basis for finance learning. The other example is Financial Football. It allows users to play American football, but all the decisions are made based on your answers to the quiz, which appears every time the decision has to be made. Moreover, the creators made leaderboards and lecture sessions, so the visitors will be motivated to learn about finance and have an access to all the needed information.
So, the answer to the question: “How gamification elements might upgrade various industries?” is easy. It is obvious that gamification is a great tool to increase user engagement and advertise your product, no matter which specific industry it belongs to. Of course, gamification is not the essential feature but it is a very powerful instrument if you know how to use it.
Moreover, gamification is already a tendency and it keeps growing. Most gamification elements are easy to implement and the impact they can make is worth trying.
Our developers will gladly help you to decide which elements worth to be integrating into your product or just answer the question you may have.
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