Mar 5 2014, 1:26pm CST | by Forbes
As a kid I was a big game player. I especially enjoyed games like Monopoly and Clue. Back then I loved playing these games for the sheer enjoyment. I did not realize then that these games were providing me not just with enjoyment but also a training of sorts. From cognitive thinking to deductive reasoning and so on, these games — completely unbeknownst to me at the time, helped teach me to use these skills for use later in life.
Now I did not go on to become the next Columbo but I do use these skills today and have done so my entire career.
Gamification is in many ways the next step in the evolution as it is the application of basic game theory and mechanics in contexts outside of games. The approach is finding increasing acceptance as a method of problem solving, and is currently being used in a variety of applications to improve user engagement and other important data gathering metrics. It attempts to encourage and harness the natural desire people have to compete, achieve, and win, through providing them structured rewards that are both tangible and status-based in nature in return for participating in the system.
An increasing number of businesses are discovering that gamification principles can be applied to help solve their marketing problems as well, with over 70% of the Forbes Global 200 saying they planned to use gamification for marketing purposes by the end of 2014 in a survey performed by Gartner, Inc. If you have noted the recent upswing of loyalty programs involving special achievement badges, progress towards different levels, or even virtual currencies of some type, you have witnessed gamification principles in action.
Here are just a few examples of specific marketing problems these theories are currently being used to address:
Why Gamifiication Is Growing In Popularity?
He also references the fact that according to Nielsen “68% of Millennials own a game console, 76% own smartphones and 73% own a laptop, so it’s a generation comfortable with games, interactivity and technology. ”
So are gamification tactics the next big thing in marketing?
Only time will tell, but one thing is for certain; when brands such as McDonalds, Toyota, Nike, Volkswagen, Coca-Cola, Heineken and Mini all are developing tactics based on these principles, it’s situation that is at the very least worth paying attention to.
Source: Forbes Business
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