Blogpost: Gamification in 2015 – What, Why and Where Is It Heading?
Ik krijg de laatste tijd weer veel vragen over Gamification en heb daarom een artikel geschreven over de staat van Gamification in 2015…
Gamification in 2015 – What, Why and Where Is It Heading?
Gamification was one of the hottest topics in 2013 and 2014. Gartner predicted a couple of years ago that by 2015, more than 50 percent of organisations that manage innovation processes would have gamified these processes. But what’s the status of Gamification in 2015 and to refresh your mind: what’s gamification anyway?
What is gamification?
The term “gamification”, first coined in 2002 by an English computer programmer, gained widespread popularity from 2010 as a new problem solving process using game mechanics in non-game contexts. Tapping into the natural impulses of users, gamification uses a system of game mechanics such as earning points, completing levels and achievement to motivate and engage people in a variety of applications.
The earliest example of gamification in a business arena is Frequent Flyer Programs where passengers earn points for each flight they take, rewarded with prizes ranging from home appliances to overseas holidays. This loyalty program application of gamification is becoming increasingly popular with many different types of businesses offering a points-based system to encourage return customers.
Why employ gamification?
Gamification is a unique process, integrating game thinking into a well established product – a business model, website, school – playing on the ideas of status and reward, and adding value to the product through improved return on investment, motivation and engagement. The benefit of gamification varies between industries, however the most common application of loyalty points and rewards naturally increases traffic and consumerism through incentive and the resulting increase in engagement.
Gamification is increasingly being used in the education field to encourage students in both instructor-led and computer based education. By creating an environment of interaction with either a live instructor or a computer instructor, educators are able to create programs where, after assessing the level of ability of a student, increasingly difficult tasks result in a higher reward.
Regardless of the application of gamification, the key points are to present specific objectives with fixed rewards when the outcome is delivered, immediate feedback on progress (eg: congratulating a user when reaching a milestone or completing a challenge) and providing evidence of achievement, incorporating this with the natural instinct for competition.
Where is gamification heading?
To an increasing extent, gamification is being employed to improve sales, increase interaction with customers, and produce a better return on investment. On the flipside, in 2015 the emerging trend is using the process in a humanitarian way where social good is the goal and profit is only a very small aspect of the benefits.
One of the most unique and attractive current applications of gamification is shown in Sweden where the Speed Camera Lottery was created. In this situation, drivers who were photographed traveling over the speed limit by speed cameras were fined as normal and the funds deposited into a cash pool. Safe drivers who observed the speed limit also had their photo taken and were automatically entered into a lottery to win the entire cash pool.
Through events and conferences centering around gamification, the benefits and best practices are being highlighted more and more while attendees from around the world are able to share techniques, successes and issues with other practitioners. As the word spreads, gamification is proving to increase not only profit and performance, but human interaction and social betterment.