Gamification Wiki describes gamification as “applying game design thinking to non-game applications to make them more fun and engaging.” Since 2010, the concept is being recognized as a digital term while its first examples were spreading over the digital world.
According to the Collins Dictionary, gamification means “to adapt (a task) so that it takes on the form of a game”. Literally speaking, gamification simply functions as adapting game techniques to non-game platforms. Therefore, by using game elements, it transforms users into “gamers” and pushes them to engage and be more active on the platform while introducing fun elements to make the platform more attractive.
Thanks to loyalty programs followed by flight companies, consumers have already been interacting with some gamified experiences for a long time. Essentially, through the points given in exchange for goods or services purchased, these companies were trying to increase their brand loyalty. Even if this mechanism that is applied in offline channels is at the core of gamification, the discovery of its reflections in the digital world will carry brand-consumer relations into a new phase.
As the marketing opportunities that Foursquare presented were discovered, and thanks to several prosperous cases, the gamification trend has been spreading all over the world over the last couple of years, penetrating deep into the markets and digitalizing brands. Thinking of its “flexible” structure which provides a remarkable levelof customization based on the brand or the industry, and its use of the benefits brought by Web 3.0, it’s possible to create aaplications that really hit the target. That’s why many forecasters like Gartner believe that gamification will rule digital marketing over the next few years.
One of the most important features of gamification is that it helps brands to keep up with their audience in the digital world. Thanks to technology, new generations are constantly looking for rewarding and interactive channels. The more engaging and user-based your communication channel becomes, the more it appeals the audience. That’s where gamification really catches on and satisfies user expectations while building loyalty that provides efficient consumer relations for brands. With the mechanisms it embraces, gamification generates a high level of loyalty and leads to users repeating valuable actions and helping to promote the real message of the platform through its fun elements.
So why is gamification so popular?
The reason why gamification became so popular is closely related to the rapid spread of games and entertainment. The rise of social media and social gaming forced digital platforms to become more interactive and fun. At this intersection, gamification quickly moved on to rise in 2011.
Design For A New Generation
Brands are definitely aware that they have to design for a new generation. Being exposed to many forms of interaction in their daily life, people are in search of more engaging and entertaining channels. Gamification lets them have fun, interact and socialize, regardless of where they are.