What is gamification and how does it work best?

Games are a part of human nature and accompany us in all stages of life. When we don't want to do something we should, we often set ourselves a reward for accomplishing it, or when our children don't want to tidy their room, we turn it into a competition for an incredible prize. There's a game in everything, although we don't always see it so clearly. And this is where gamification comes in.

What is Gamification? 

Gamification is a strategy that incorporates elements and dynamics of games into non-game contexts, to motivate and increase people's participation in other areas such as education, work, and marketing, transforming common tasks into engaging and fun experiences.

By applying gaming mechanics such as rewards, challenges, and competitions, gamification seeks to generate greater engagement and achieve specific goals, harnessing the human instinct for achievement and recognition. It's a powerful engagement technique that emotionally connects with people differentially.

To achieve this, characteristic elements of games are used, such as scores, rewards, competition with other participants, or a sense of community. This way, you manage to captivate, connect, and interact with your audience effortlessly and in a fun way.

Types of Gamification 

Gamification is used in companies of any industry, highlighting two different approaches depending on the context in which it is implemented:

Internal Gamification When gamification is directed at the employees of your business, because you aim to motivate them and increase productivity, it is called internal gamification. Of course, internal productivity can also be acquired in other ways, such as with Staff Augmentation.

External Gamification If you work on gamification for your customers or users to acquire new consumers and retain those you already have, this is considered external gamification.

How does Gamification Work?

As mentioned earlier, gamification is based on applying elements and mechanics typical of games in other types of contexts, to motivate and retain users. These are the steps to implement it and make it work successfully:

Definition of Objectives 

First, clear and specific objectives must be established. These can be sales growth, increased productivity, participation in a platform, etc.

Identification of Players 

Determines who will be the participants or users involved in the gamified experience according to the set objective.

Design of Game Mechanics 

In this stage, rules, challenges, and reward systems that encourage participation and progress are developed. This may include points, levels, medals, and rankings, among others.

Implementation of Platforms 

Gamification often relies on technological platforms such as mobile applications, software programs, or virtual environments. These platforms facilitate performance tracking and reward allocation.

Continuous Feedback 

Incorporate a system of constant feedback so that participants receive information about their performance. This may include comments, notifications, and evaluations.

Adaptability and Evolution 

Gamification is not static. It allows for adjustments and evolution of dynamics according to needs and results obtained. This ensures that the experience remains effective and engaging.

Tips for Applying Gamification 

Like any new technique, it's always important to know how to apply it correctly to generate desired results.

Create a relevant story 

You can't design a memorable experience that incentivizes the audience if it's not accompanied by a relevant story that makes us understand the why. It's important to motivate the user, harmonize the story with an aesthetic suitable for the target, and place it on the appropriate digital or analog platforms.

Strong narrative and aesthetics 

Gamification must be accompanied by narrative, aesthetics, usability, and content. It's a science that operates based on multidisciplinarity and requires constant co-creation and participation from different roles and profiles.

Autonomy 

Autonomy and control are the pillars of any good game, as well as clear and fair rules. Without them, it wouldn't work.

Clarity in the incentive you offer 

For the strategy to be successful, there must be a valid reason and an incentive to motivate users. It's very important to be clear about how we intend to motivate the audience before implementing gamification.

Context 

If you want to use gamification as a human resources tool, for example, you must ensure that the technology is accessible to everyone as a web service and not just as an app. If your target audience is already using a specific device, you should develop a solution around their technological options. In other words, make sure the audience is on the right platform.

Objectives 

Like any strategy, before implementing it, there must be a short or long-term objective. Giving away products often works, and we'll get profits quickly, but, for example, providing access to exclusive content can generate more long-term loyalty.

Examples of Gamification 

If you're still unsure how gamification has been implemented in different contexts, here are some clear examples of successful cases from different brands.

Duolingo 

This language learning application uses gamification elements such as points, levels, and rewards to motivate users to practice regularly. Users progress through lessons and challenges while earning points and staying engaged with their learning.

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