Contents
- What is gamification?
- Why use gamification?
- What tasks does gamification solve?
- In which areas is gamification applied?
What is gamification?
Gamification, also known as gamefication, is the process of incorporating game elements into non-gaming spheres, such as education, professional activities, and everyday tasks. The main components of gamification include levels, rewards, special user statuses, as well as virtual money or points and leaderboards. A striking example of successful gamification is the annual "Monopoly" promotion in McDonald's restaurants, where customers can collect stickers and win prizes for making purchases.
Why use gamification?
The active implementation of gamification in the business sector began with the rapid development of information technology and video games. Today, billions of people play simple mobile games in various locations — on public transport, during breaks, in cafes. This process is perceived as a way to relax and distract from daily concerns. When game elements began to be integrated into applications and online services, users responded positively, as the familiar gaming mechanics helped them solve tasks and learn. This high user engagement attracted the attention of businesses, which quickly began to use gamification to enhance their effectiveness.
What tasks does gamification solve?
Gamification helps solve several key tasks:
- Increasing engagement: Game mechanics make work more interesting and productive for both employees and students. For example, the English language learning service Lingualeo employs gamification by offering users a cartoonish interface and game-based training.
- Achieving results: The presence of rewards enhances user motivation. This can be not only a material prize but also special statuses or the opportunity to compete with friends. The Castel Quiz app, for instance, makes preparing for the Unified State Exam engaging by allowing users to build their virtual castles.
- Retaining customers: When users gain additional benefits from using a product, the likelihood of them switching to competitors decreases. The Nike+ Run Club app allowed users to track their results and receive feedback, creating value for them and keeping them within the app's ecosystem.
In which areas is gamification applied?
Gamification is applied in various fields, including marketing, education, and social initiatives. It addresses business tasks based on fundamental human needs and psychological aspects. Game mechanics awaken excitement, the desire for improvement, and provide a chance to briefly return to carefree childhood, making them highly attractive to users.