Gamification – How to train winner

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De Olivia Vereha INSIGHT TAROM octobre/novembre 2016


The game was always present in our lives. There must be « gamers » to have a competitive spirit and to become passionate about an activity that is carried by the same principles as World of Warcraft, League of Legends, Need For Speed Candy Crush Saga or trivial.

Feelings and impulses that we bear within us the game is a godsend for marketing and sales, but not only. Applying rules, timetables, benchmarks development strategy, following the logic of competition is the easiest way to quickly gain followers. Caution, however, is as easy to make a mistake and unfortunately, especially in cyberspace, there are not too many opportunities to get a second chance.

What is gamification ?

Gamification – the concept that applied game mechanics and game design techniques in concrete situations of everyday life to motivate people to achieve their goals. Underlying these practices are the needs and desires of the people’s basic related bylaws and exceeding targets.

The ban usage example of this concept is the frequent flyer program by bonus points that I use all supermarkets – to buy mostly from you, how many times a certain time, he could either benefit a discount, or a surprise prize or a premium service.

Acelta model is a very simple game mechanic, easy to implement and that will produce results when it is communicated properly. There is of course much more advanced mechanics that combine multiple stages of interaction with the consumer, several types of actions that it must indepliniească and therefore several types of rewards.

Take the example application Slack, an app management teams of people working in your company. The first challenge you have as a user Slack is to create a team of at least 10 people. For each new user registered in the platform, your team will get a credit. As you zoom in group of people gather more and more money in his account which you can then « spend » them to cover your cost of hosting and to have access to all sorts of other productivity tools integrated with Slack. Each of these tools have their proprille mechanisms to keep people active in the application and to get them to use interface and greatly help them with tasks remain in deadline. (For example, one of Slack systems management task rewards you every time you meet all the objectives of it, etc.).

Where there might be problems ?

Problems can arise from several areas. Whether in terms of game mechanics or in the presentation of the package or from an erroneous targeting of users. Example: Let’s take the case of a gamfication applied to a retailer. If it configures a game system too complicated for its users, with many interacţinui can be made only in moments too specific, it is possible that the rate of adoption of this campaign to be very low. People are very fond of their time and it is important for reward / awards fulltime be sufficiently consistent / consistent as they devote so much attention tasks they receive.

A second problem that can arise is linking a system of gamification very good with a very poor promotional campaign. If visuals created for the campaign, messages and channels chosen for Marketin are not suitable for the type of game or consumers should be involved, the chances that the scheme is a success are very low.

Which brings us to a third category of obstacles, which is also responsible for the birth of the previous two: a wrong target audience profiling. Each game mechanism should be planned and implemented by always keeping the end user in mind, his habits, his way of thinking, time and

his willingness to be involved and the degree of invasion of personal space. If, for example, the game requires him to do more public actions, it is likely that he quit to get involved, because it wants to be perceived by others as a hunter or an opportunist awards.

There are a lot of issues to consider in creating a system of gamification to develop a product or to-market it, but the success they would have such a practice compared to traditional marketing, it could be much higher and would increase consumer loyalty to each business.