What are the top 10 gamification companies

10 elements of gamification that you can easily use in everyday life

 

"In the game we reveal who we are". ovid

Due to the large number of responses to our article “Gamification as an advertising instrument”, we have decided to take up the topic again and show you how you can easily use gamification in everyday life. The subject of the article is how you can use gamification to achieve your strategic goals - be it for example customer acquisition, customer loyalty, sales promotion, employee motivation and the like.

"Through gamification you can convey your knowledge and the values ​​of your company to your customers and employees in a subtle way, without appearing suggestive or normative."

In gamification, playful elements are used in a targeted manner to motivate people to play and thus to learn more about them or to steer their behavior in a certain direction (cf. Deterding et al. 2011). By subtly influencing the players, you can, for example, promote loyalty to your company or convey learning content in a playful way.

 

How to gamify a process

The creation of gamified processes can be done relatively easily. It is described in the following using the example of a financial service provider who wants to encourage its customers to deal with its financial products.

In the first step you need to Blohm and Glue master (2013) advance the Clearly defined usage goals become. In our example, these would be customers dealing with different financial products.

 

Determine your usage goals

According to Klock et al., To determine your usage goals, it is advisable to answer the following questions for yourself. Try to answer all four fields in as much detail as possible. It can also happen that you identify more than just one type of user and, if necessary, offer several gamification solutions.

Based on Klock et al. (2015)

 

Choose the design elements that match your usage goals

The second step is to select appropriate game design elements. These could Learning progress bar be for completed tutorials, Badges for successfully answered questions about the financial products or the achievement of a status like "financial expert". Then the developed solutions have to be programmed and implemented. They should then support the normal core business, in the example the website of the financial service provider.

Your core business can always result in new usage goals, so that the creation of gamified processes becomes one Cycle represents.

 

Based on Blohm and Leimeister (2013)

 

Uses of gamification

In the science as well as in the practice Various design elements have proven themselves, which are shown in the following table. The table is based on the scientific findings of Blohm and Leihmeister (2013). They derive appropriate ones for intrinsic motives Game mechanics (design elements) from. In the table these findings have been converted Best practice design elements supplemented by Reeves and Read (2009), which identified design elements that have proven themselves in practice.

The comparison shows that theory and practice arrive at a similar selection of design elements. The choice of design elements should be based on the desired motifs of the users. In the example of the financial service provider, exploration, Collect and Status acquisition can be easily combined. The customer receives feedback on his learning progress as well as badges and higher status levels as a reward. The uses of gamification are numerous, and there are no limits to creativity.

 

Systematisation of various gamification techniques

 

10 game design elements of gamification that you can take advantage of

1. Element Gamification: EXPLORATION

You can use the element of exploration to learn more about your players. Measure, for example, how long it takes your players to solve a task or track the order in which a player proceeds to solve a problem. The enterprise Pymetrics for example, produces small knowledge games for financial service providers with which they can learn more about customer behavior. On the basis of this knowledge, the financial service providers can then calculate individual risk factors for the granting of loans for the respective customer.

 

2. Element Gamification: COLLECT

Let your players collect points and rewards. This creates a motivation for the player to play more, which at the same time creates a bonding effect.

For example, you can implement a points system in a product configurator and award points for combining different product variants. The more time the player spends creating a product, the greater his ambition will be to want to purchase a product he has created.

 

3rd element of gamification: COMPETITION

The human psyche has always been designed to compete with other individuals. It is therefore not surprising that people like to do activities that allow them to compete with others.

With the help of competition you can, for example, encourage your employees to familiarize themselves more quickly with dry operating regulations and the like.

 

4th element of gamification: STATUS ACQUISITION

People tend to compare themselves to others. By giving your players different statuses, you can implement another incentive component and thus increase the engagement of your players.

 

5th element of gamification: COLLABORATION (CoOp)

You can also implement team-based elements. Cohesion can be increased through the targeted cooperation of different team players (perhaps your employees?).

 

6. Element Gamification: CHALLENGE

If the players feel challenged, then the motivation increases and, of course, the feeling of happiness when solving the challenge. Here, too, there is an emotional connection to the task and the perception increases.

 

7. Element Gamification: DEVELOP / ORGANIZATION

People tend to identify and want to develop further. You can use avatars in games that your players can identify with. Ideally, your players can further develop their avatars and thus receive motivation to regularly use your gamified process.

 

8. Element Gamification: SOCIAL INTERACTION

A basic need of people is to be able to exchange ideas with others. For example, you could implement a function for this so that your players can communicate with each other.

 

9. Element Gamification: STORY

In order to retain your players in the long term, the implementation of a story could be next to the development of avatars. This design element is particularly suitable for imparting knowledge, as it allows you to continuously develop or educate your players by building on the teaching content.

 

10. Element Gamification: FLOW

The flow state can be reached with any activity.

Flow states are of great importance for performance in the workplace. Researchers assume that with increasing subjectively perceived flow experiences, employees grow in their emotional, cognitive and social complexity and that this development has a positive effect on the company's performance. It also increases employee satisfaction.

However, achieving a flow in your gamified processes is one of the greatest challenges. You have to make sure that the process is neither too difficult (frustration) nor easy (boredom). It is therefore essential to test your processes with real players and implement their feedback.

 

Conclusion

Gamification offers numerous possibilities to playify processes - regardless of whether they are digitized or not. Much more important is the clear definition of the intended use, knowing your players and a little creativity when combining the design elements.

 

Further reading:

Blohm, I., & Leimeister, J. M. (2013): Gamification: Design of IT-based additional services for motivational support and behavior change, in: Business Informatics, 55 (4). 275-278. ISSN 0937-6429

Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011): From Game Design Elements to Gamefulness: Defining Gamification, in: Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, MindTrek 2011, pp. 9-15.

Klock, AC, Gasparini, I., Pimenta, MS, & Oliveira, JP (2015): “Everybody is playing the game, but nobody's rules are the same”: towards adaptation of gamification based on users' characteristics, in: Bulletin of the IEEE Technical Committee on Learning Technology, No. 17 (4).

Reeves, B., & Read, J. L. (2009): Total Engagement: Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete; Boston, Massachusetts: Harvard Business Press.