Who doesn't like to win? Whether in a game or real life?
Winning relates to positive emotions that give pleasure. Knowing how to combine game concepts with our day-to-day activities is a brilliant blend that can only bring success and efficient results.
Gamification is a technique of inserting gameplay concepts into non-gaming activities. The purpose is to increase engagement, motivate behaviours, or even facilitate user learning (either product or service).
Besides its clear benefits, Gamification gives valuable metrics and data associated with performance and results. Talking about useful metrics, the gamification market size in 2020 had a global value of $9.1 billion and is predicted to register an impressive growth rate of 27.4%, reaching $30.7 billion by 2025 (MarketsandMarkets, 2020).
Industries like Health, Education, Security, Marketing, Human Resource and even the Corporate sector use Gamification dynamics. This last sector is the biggest user of game-based learning solutions, posting an astounding growth rate of 47.5% (Metaari, 2019). Within the Corporate World, a growing gamification sector is Human Resources, with an Annual Growth Rate (CAGR) of 27.8% by 2030 (Prescient & Strategic Intelligence, 2020).
There are many examples of the successful use of Gamification.
One of the most successful is the Starbucks Rewards, the loyalty program from Starbucks. As the name mentions, it rewards the most loyal clients, giving prizes with increased purchases.
But how does this program differ from other loyalty programs?
- Unlike loyalty cards that get forgotten, with Starbucks Rewards, it's possible to access the program directly through the website or app.
- It is possible to order and pay online, transforming the program into a powerful marketing tool that promotes and presents new products.
This engagement represents a $2.65 billion increase in revenue. Today there are more than 16 million members. In the last two years, the company reports that the membership has grown more than 25% and increased sales by 40%.
Alta recently was challenged to promote employees curriculum update in a large organization. Due to its "boring" bureaucratic and not mandatory nature, the update process never had too much traction.
So the battle for cities arose, where each town would represent the expertise of each employee. Each update in the curriculum visually represented an object: a floor, building, an object, a plant.
As cities were side-by-side (each department was a three-dimensional ecosystem), it was easy to compare dimensions and objects visually. Alta transformed an HR bureaucratic, annoying activity into a fun and stimulating challenge.
With Gamification, everybody wins. Either your business, your product or your service.
Do you still have any questions about Gamification? Or do you want to start introducing it to your company and don't know how?
Let's create new experiences together.
Shall we talk?
N. Pelling, "The (short) prehistory of gamification", Funding Startups (& other impossibilities). Haettu, 2011.