Gamification

The theory of Gamification stems from empathy

Duolingo is a free language learning website. It gamifies online learning by giving points, timed tests and level-ups to performers. With its gamified approach to language-learning, it’s proven to be one of the most popular education apps on the market.

So, what’s this new buzzword – Gamification?

Simply put, Gamification is the use of game-thinking and game mechanics in a non-game context.

For instance, a non e-commerce websites like Linked In has introduced the concept for profile completion. Nike has introduced Nike Fuel for miles run, distance covered and records broken. It’s a brilliant example for intersecting personal and community spaces through gamification.

Current trends have seen a great acquaintance to “Gamification”. In fact, a global research company Markets and Markets predicts the Gamification segment to be worth $5.5 billion by 2018, from the $421 million market it is today (Report). Gartner predicted that by 2014, 70% of the Global 2000 would have at least one ‘gamified’ application. Doing the math, that means 1400 large organizations over the next 36 months.

So let’s talk about a few paradigms that can make Gamification work. I would enlist these as Immersive experience, Micro & Macro focus, Instilling a sense of achievement, Registering progress in the user’s mind and clear Rewards and Recognitions.

  

 

 

 

 

 

 

 

 

 

In my experience, a few techniques, that have been applied on Gamification projects with tangible results, include :

• Achievements / badges
• Levels
• Leaderboards
• Progress bars
• Activity feeds
• Avatars
• Real-time feedback
• Virtual currency
• Gifting
• Challenges and quests
• Trophy case
• Embedding small mini games within other activities

While gamification can have very legitimate business application, I feel good design and user experience will be key to making it work. ‘Gamification as a panacea’ is a must-avoid trap. Consumers also can see through any forced-on game mechanics.