Gamification is key to mobile customer engagement
Pete Jenkins, Chair of GameFed & Entrepreneur in Residence at University of Brighton, explains how Brands can enhance consumer engagement.
View
Gamification is the integration of game thinking and game mechanics into non-game experiences to motivate increased levels of engagement. Gamification is being applied to many different processes and tasks to enhance the enjoyment of the people involved in doing them. Enjoyment is created by making tasks more engaging, fun and interesting to complete, which in turn increases people’s motivation to complete them.
Gamification works today, as audiences are increasing fatigued by traditional approaches to engagement and are looking for a more rewarding and enjoyable experience. It appeals to their intrinsic motivation, where individuals wish to engage and participate for its inherent satisfaction in taking part. When intrinsically motivated, a person is moved to act for the fun or challenge entailed, rather than for the rewards that are on offer.
In comparison, when individuals are extrinsically motivated, they are not participating in an activity for the inherent pleasure they may experience while performing it, but rather in order to receive something positive or to avoid something negative that is separate from the activity.
The successful approach to motivating intrinsic behaviours is to deploy the following approach:
Gamification is transforming how organisations engage with their audiences, both internally and externally. This is providing opportunities to motivate ongoing engagement, to extend and deepen relationships and to build enhanced levels of loyalty.
It is successful, as it plays to the motivations and interests that exist in all of us as human beings, by delivering intrinsic rewards created by the experience of participation. It represents the future of audience engagement and it is available now through 3radical.
Pete Jenkins, Chair of GameFed & Entrepreneur in Residence at University of Brighton, explains how Brands can enhance consumer engagement.
ViewCheck out our infographic on this framework for implementing gamification in your marketing.
Watch infographicGamification is one of those terms that requires context, and without it it’s easily misunderstood. The Wikipedia definition is a good one: Gamifica...
MoreA fun infographic with top tips for adding gamification to your marketing strategy.
Watch infographic
