Even in the light of digital and new technologies, emotion remains the main lever for generating commitments. Gamification strategies are used to satisfy, retain or crowd users, collaborators, and customers. These tools, inspired by different game technologies, lead to fun and participatory experiences. In 2022, interaction is at the heart of gamification. Focus on these common devices.
gamification in short
Like any marketing strategy, motivation, which is also called motivation, puts the user at the center of actions. As its name suggests, it is about making fun of actions that were once considered “serious” or “important”. The expected results are the same as for any other communication process.
With motivation, it is above all about encouraging action and commitment through play. The taste for adventure, challenges and victory is intrinsic to human beings. Thus, gamification focuses on these aspects to have an effect on behaviour. Thus video games, board games, and other recreational activities contain many exploitable technologies. Creating commitments, gamification is now applied in different areas: interactive collaboration, learning, training, advertising campaigns, etc.
This strategy is based on resuming the distinctive elements of the games. It can operate with levels of progression and reward. It also borrows from video games the possibilities of identification or customization: avatar, character, etc. The gamification strategy can be easily transferred in any context and can be applied to all projects. Therefore, it is a method within reach of all sectors and all objectives.
Gamification in practice
If gamification is spreading more and more, it is because it has proven itself in different areas. Competition creation agency skills (eg: Clickncom) are increasingly in demand in businesses.
Gamification is available to subscribers, children or teens, as well as adults. Monitoring a median of 40 years and gender parity enhanced the attractiveness of video game performance. In this sense, adopting the mechanisms of these recreational activities is an excellent idea for the development of the project. However, the effectiveness of the strategy depends on the importance of the processes used.
Gamification technology is available in several techniques, which differ according to the nature of the project and the goals to be achieved. In the digital world, for example, gamification is done through software or applications. In physical confrontations, this manifests itself through real actions or animations.
In practice, this system depends on the challenge and the commitments it can generate. Thus entertainment is introduced in the professional environment and in B2B exchanges, even B2C. The challenge is to arouse interest and arouse emotion, in a particularly positive and attractive way. Messaging and behavior modification are the cornerstones of a good gamification strategy.
The proliferation of gamification strategies in all fields attests to their interest and this is also related to the place that social networks occupy in everyday life. Twitter and Facebook are among the most famous, but the TikTok phenomenon is an indisputable proof of this success. The use of Gamification is not limited to participation, but develops the creativity of goals: subscribers, customers, users, etc. Contests are often very successful!
A good gamification strategy involves adapting the competition to the target and its needs. It should take into account very specific goals and be consistent with the project. Therefore, during the design stage, it is necessary to take care of the needs, but also of any obstacles. In other words, implementation expects brakes such as lack of interest, loss of control, or lack of time. Then, it is necessary to define contours. Do goals tend to favor individual games or are they more motivated by cooperative play? Finally, knowing their practices and their presence in social networks at the design stage is still essential.
The rules of the game must be transparent, clear and above all fair.
Gamification and its benefits
Gamification strategies have a significant impact on the behavior of Internet users, acquiring and potential customers. Marketing techniques used to engage players can generate 13% and 22% increase in posts and comments, respectively. Thus they prove to be powerful marketing tools to expand audience, improve online reputation or build customer loyalty. Nearly 29% of Internet users also interact positively with competitions and other recreational practices.
Gamification is now used by 2/3 companies in France to motivate or motivate a goal. With the growth of online commerce and the intensification of competition, Internet users increasingly expect a User Experience Positive and personal.
Interaction and surprise impact are the first tools of customer acquisition using gamification technology. An Internet user visits a site and discovers, for example, a treasure hunt with prizes to be won. He fires up and participates for a certain amount of time and keeps that experience. Here, the originality of the sensations that the game produces motivate memorization. This allows a brand or company to stand out from its competitors. Reputation improves at the same time with a friendly and amiable image towards loyal or earned participants or customers.
Sometimes the game has made such an impression in people’s minds that it has gone viral, which is a huge advantage on the web as every company is looking to partner with their community to naturally benefit from the new Lead. In fact, gathering the information needed to sign up or share is a powerful tactic to better know the target and feed its CRM. In fact, this data then serves as a basis for optimizing offers in order to win over other participants and prospects. Any marketing strategy also relies on solid customer knowledge.
Some brands choose to launch an original app to stimulate customer creativity. “Pizza Hero” from Domino’s Pizza enabled the brand to benefit from a 30% increase on all of its orders. However, the principle is simple: the customer customizes his pizza thanks to the app. This capability works by motivating Internet users and encouraging them to try and then adopt.