Why is gamification the way forward?

What is gamification? Why is it so important and why has everyone been talking about it lately?We’ve compiled all the right answers for you. And more.

Rubik's cube on a wooden table with the blue, white and red colors showing

What is gamification?

Gamification has become a buzzword in the last few years and it consists in the process of adding game-like elements/mechanisms into systems (i.e: websites, online communities or businesses’ intranet), and marketing strategies, with the main goal of engaging more with consumers, employees and partners, as well as inspiring and boosting collaboration, sharing and interaction.


However, it’s important to understand that this is not the same as gaming, because it is a way to repurpose content that exploits the motivations inherent to games.


For businesses, gamification is the process of motivating people to engage and motivate employees to complete activities that drive sales, leads and more meetings with qualified candidates, with game-like mechanisms. When it comes to marketing, you also may find examples of gamification, all over the place, because it helps marketing experts to engage even more with their audience.


Gamification may become important in business, because it works as a tool to help employees adapt better and helps to improve one’s adaptability to evolving technologies and rapid demand/supply changes, for example.

blue keyboard unfocused on the back with red lighrs and a boy's hand, focused, on the keyboard

How does it really work?

Gamification works by providing audiences with proactive directives and feedback through game mechanisms and game dynamics, which are added to online platforms that lead to the accomplishments of business goals and objectives.


Such an experience taps into a participant’s emotions and demonstrates which activities work best for an audience to complete while, simultaneously, making an impact on mutually shared goals.


So, as both employees and/or customers interact with a gamification program, they receive immediate feedback on performance and guided steps towards new achievements, while, at the same time, having a sense of accomplishment.


In short, gamification works because it gives people the control over what they are doing while also providing them clear markers as to their progress to date, a map to guide them in future actions and prizes to indicate when they’ve undertaken the right behaviors, with, of course, a little bit of competitiveness in the mix. You know, just like in a game - a real game.


However, gamification has its downside - as almost everything does - because it is not exactly a guarantee of success. According to a study from Washington University, some employees may try to manipulate these systems and another one conducted by Wharton, showed that trying to force fun at work has the opposite effect than the one intended.


The truth is that implementing a gamified approach is not risk-free which obligates businesses to offer a balanced approach that more engages their employees and all the workforce, if they want to get the most from gamification.


human hand with 4 dices on it in a black blackground

Is it the future?

In a short answer: Yes. Gamification may very well be the future, because it came to stay.


In fact, it is steadily on the rise and there are ways in which it might change how your small business operates and attracts customers, such as: Marketing; Inspiration; Health; Work; Education; Politics; Technology Design; Authentication and History.


The truth is that most platforms and brands are, now more than ever, using game mechanics to interact with customers, whether it may be on their website or on social media, and using it a lot on their work and marketing strategies.


If you’re afraid it won’t work for you or your business, think about it as a new and enhanced layer of marketing and business strategy. Get your clients/customers to compete and “work” with one another and reward them with value and awards, while helping them meet their goals.

A girl with a black and white headset and a game mouse in a black room with a light on, on the left side of the photo

Why shouldn’t you delay the adoption of gamification elements into your business and workplace? Because…


  1. You can collect powerful customer data Most gamification platforms require users to log in with a valid email address or social media credentials, which lets you gather data on that person and see what they do on your website. Each person will be associated with clicks, points, badges and achievements, all of which generate big data which equals valuable customer information and insights for companies.

  2. Crowdsourcing helps you solve complex problems Only if the company uses customer feedback and applies it to a business issue to be solved.

  3. It can work as an educational tool Working as a similar way of giving a free trial of your product, letting users test out your product in the form of a game, designed to teach them how to use it.

  4. Offers a way to give back to community By using games for the greater good, encouraging people to track and share their usage of certain products

  5. Helps you stay relevant with your customers – Because it reminds your customers that you are present and engaged with them, as you need to keep regular content up on your business website in order to stay top of mind.

And speaking of gamification, there is one thing we further want to tell you: (The portuguese edition of) Get in The Ring, a global startup competition, which gives opportunities to unconventional solutions, all over the world, to prove their solutions and solve daily challenges in:

  • XR Solutions

  • Gamification & Automation

  • Smart Mobility

  • Big data

This is the biggest innovation and entrepreneurship competition to join, if you have a solution that answers one of these challenges.

Many prizes and activities await you, so grab the opportunity and apply until April 29th.


Also read: Digital trends to watch for in 2022


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