Over the past few years, marketing segmentation has grown by leaps and bounds, whether it is creating distinct social audience clusters or sites that tailor user journeys based on behavior. But, despite these continuous improvements in content personalization, something is still so often missing… a hook or maybe a completely different perspective.
In this article, we'll take a look at what gamification means to you and your business, as well as explore some of the best examples and why they work so well.
What is gamification?
Gamification simply means using game mechanics, architectural designs and techniques to interact with a range of users . The progression is very present to ensure that users are constantly motivated to achieve goals that benefitent both the user and the provider.
Gamification doesn't necessarily mean playing games. Simply put, this is a guided "points system" that encourages you to engage in certain mutually beneficial behaviors. It is important that the system is not so complicated that it is only aimed at super techs, as such appeal is often essential.Traditional players are often an elite group, we thrive so much on challenges that they can define us (or our avatars). Games have easily edged out Hollywood in terms of revenue-generating entertainment, as the toggle chart below clearly shows.
Why is it so effective?
In a nutshell, it works by adding an extra layer of cumulative bonus to the common process of purchases or actions that would otherwise have been undertaken indregardless of any additional rewards. Gamification is also about the very human desires for competition, status, achievement, and social interaction.
The Octalysis model
You may have seen this model floating since 2003 from Yu-kai Chou ( http://yukaichou.com/ ) but it's so important to understand why gamification works that it deserves a deep reading. I have done my best to summarize it for you. First, if you find people claiming to be experts or certified members of Octalysis. Keep in mind that role models should always be open to interpretation and that as a business you should strive to be experts on your clients, their behavior and how. to change it.
The model starts with eight basic components:
Meaning
Resources
Analytics The Ultimate Guide to Forum Link Building in 2020
Analytics Top 5 SEO Mistakes
Development SEO relationship improvement & Developer
Analytics How to do an online competitor Analysis
Eliteism: being part of something unique to you or to a collective to which you want to belong.
Luck for beginners: the ease with which rewards can be obtained immediately upon startup.
Free lunch: everythingthe world can see the meaning of free things.
Progress: whether it's your career, black box score or swimming badge; admit it, you like to progress.
Samaritan: If your decisions or purchases are helping real people (outside of the game / process), the feel-good factor can be immense and justifies the time spent / cost increase.
Eco warrior: helping the world is trendy and has never been more important. If your points can correlate with planted trees or recycled plastic, you're more likely to continue.
Social influence
Friendship: Finding and developing Amish ips with like-minded people (potentially behind your device's digital security) can be easy and rewarding.
Social gift: this factor of well-being where you have been able to offer your friends or relatives something of value.
Group progress: helping peopleWorking to grow as a collective can be extremely rewarding, especially if it has an impact outside your social circle.
Bragging factor: Having one on your coworkers or friends gives a good bragging chance.
Digital water cooler: Not all businesses have a water cooler. Social networks allow people to let their guard down and have a good mood.
Compliance: While many of us love to break molds, compliance offers a sense of belonging and community.
Guardianship: teaching others is a great way to create an atmosphere of "well-being".
Unpredictability
Random rewards: most people are natural players and if you could win a £ 50 prize or a random £ 10 prize , £ 30 or £ 100, rest assured most people would choose the latter.
Sudden (unexpected) rewards: everythingeveryone loves surprises.
Seasonal Bonuses: Without overdoing it, hang on to trending events that are relevant to your audience or product.
Avoidance
Legitimate inheritance: giving a user something (for free) that makes them feel like their own and threatening to remove it unless a desired action is taken.
Evanescent Opportunities: Requests for immediate action to earn exclusive rewards or unlock a special power.
St atus quo sloth: force users to change their actions into habits. Habitual behavior is hard to break and requires effort, encouraging it can help build brand / app loyalty.
FOMO: afraid of missing something, making users think that by not taking an action they are minimizing their experience v the vast majority of other users.
Prison of sunk costsManageable: After investing time in a game, your decision to quit will confirm this trivial suspicion that it was a big waste of time.
Rarity
Lack of abundance: avoid providing users with everything they need, we will chase away what is out of reach, but we will soon be fed up with what is easily at hand.
Dating Dynamics: Using time to coerce users into certain behaviors at certain times, seasonal events and pricing can be a great way to do this.
Torture Breaks: Cooldowns and diminishing returns can keep users from abusing and / or becoming obsessed with your service, it also keeps them from running out.
Oren Klaff 's "Pitch Anything" refers to scarcity and valuation in an interesting way:
- We hunt what goes away nous
- We want what we can't have
- We only value things that are hard to get.
Ownership
Objects: acquisition of physical or digital assets or products.
Potential Avatar: Ownership of a digital avatar and its well-being.
Personalized experience: something that is owned and appreciated if it adds value.
Interaction: If your gamification offers users the ability to interact with their valuable assets (such as phones), it can enhance the gamification experience.
Empowerment
Unlocks: Allows users to unlock new things and progress levels.
Real-time influence: Show users that their actions have a real impact on the elements of life or the digital world that you said they would.
Comments instantanés: giving users an opinion function helps them to feel listened to and valued.
Boosts Locked Time: Double points during certain periods can help users feel "super powerful" for a short time.
Achievement
Status: because we all know that being level 10 makes you so much cooler than those level 6 scrubs.
Ranking: see how you compare to other… competitors.
High fives: Getting kudos outside of the expected rewards is often encouraging.
Boss fights or big milestones: Pushes to accomplish more difficult tasks within fixed time frames can serve as focal points.
You may find that you are using already a gamification process in your current customer journey. According to Bitcatcha, which performs website speed tests, more than 50% of startups have incorporated game elements into their future projects and more than 70% of large companies used gamification to encourage participation in 2016.
Some key examples of gamification are:
Nike Fuel and Nike Running Club
One of the most popular exercise apps, NRC pits you against your friends and against yourself. Continuously nurture your success as a key app reward system.
Monopoly: McDonalds
Nothing says Western culture more than the two pillars of our society, gluttony and wealth. McDonalds has teamed up with Hasbro to entice and entice people to consume fries and burgers.
Nissan Carwings
The Nissan Leaf comes with this neat quirk where you can connect your mobile through an app and not just work to improve the efficiency of the vehicle, but also rank you against other Leaf owners.
Code Combat
Here's a great example of knowing your audience.There is a glaring cross between the two areas of traditional role-playing and “coding” nerds: this educational platform is one of the best. .
TOM's Shoes (Hero of Humanity)
Progress and free stuffuits, that's fine, but imagine if you could see the impact of your purchase on another, much less fortunate culture: Toms is a prime example of this with their one for one https campaign: //www.toms.co.uk/improving:lives
Operational improvements
Gamification can be used to help managers looking to introduce a more fun and motivating system that doesn't just promote carrying out tasks (some probably mundane) but also a willingness and a willingness to compete to increase the desire of your employees to "get things done".
Bluewolf : a business approach to gamification.
https: //www.bl uewolf.com/bluewolf:now/gamifying:social:collaboration:how:we:did:it:bluewolf
Chorewars : Rank your character by doing housework.
Habitica : similar to the above, but with pixel art.
https://habitica.com/static/home
Theemailgame : earn points by keeping your inbox clean and tidy.
If you want to use gamification (or elements of) within of your business, whether internally or externally, just make sure as many points in the octalysis model as possible with a focus on free items, wider impact and social items for end users; or for managers, proof of success, competition and end rewards.
Aucun commentaire:
Enregistrer un commentaire