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.
ViewGamification 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. One of the central advantages of gamification, enjoyment is created by making tasks more engaging, fun and interesting to complete. In turn, that increases people’s motivation to complete them.
At 3radical, we mix the benefits of gamification with the tried and trusted techniques powering loyalty schemes to create interactive experiences that both intrinsically and extrinsically motivate audiences to act.
Unlike traditional loyalty schemes, we look to reward more than just purchase. Instead, we see every interaction between your brand and audience as a chance to initiate a value exchange for both parties.
With Voco, you can present audiences with a simple three-step engagement cycle proven to boost response rates:
This cycle delivers a value exchange between you and your audience that can be used to incentivize the completion of multiple activities – each interaction delivering a positive outcome for both parties.
Gamification works because audiences are increasingly fatigued by traditional approaches to engagement and are looking for a more rewarding and enjoyable experience. Gamification creates intrinsic motivation, with individuals engaging for the inherent satisfaction of taking part. When intrinsically motivated, a person is moved to act for the fun or challenge entailed.
Extrinsic motivation, in contrast is reward-driven behavior, where audiences are motivated to act order to receive a positive reward or avoid negative outcomes separate from the activity.
3radical believes that audience engagement can only be truly optimized when both approaches are combined.
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