Gamification or gamification
Gamification: engaging users and employees or how to increase loyalty
Adding game elements in your application or on your site - otherwise known as GAMIFICATION or IGROFICATION - will help not only make the promoted resource more attractive, but also increase the number of visits and the number of users.
Gamification over the past few years has become an integral part of web design.
So what is it?
Gamification is an excellent way to maximize user loyalty and increase the profitability of your site by introducing game mechanisms into non-game processes.
In each of us lives a child who, in childhood, learned the world and studied with the help of simple and understandable games. Why, then, when we grow up, does someone decide for us that there is no longer room for games in our lives ?! Indeed, more and more “far from children” prefer to spend free time in all kinds of games: the mafia, crocodile, poker, chess and other board games are again gaining popularity in modern society. Why not bring an element of the game into the process of interaction with employees and customers, which will increase loyalty to the company, both from the side of employees and from the outside.
The purpose of gamification
The purpose of gamification is to make the familiar traditional platform more interesting by adding game elements to it, of which there are a huge number of which can be applied in the process of creating a website or application, for example: achievements, hidden bonuses, competition, progress, quest or leaderboard.
A variety of actions and awards are the foundation, a kind of "building blocks", the gamification of a website or application. Providing users with various awards (bonuses, virtual points or money, stars) motivates them to actively engage in the process of working on the site and guarantee a return.
Gamification, however, is not the only way to make your website or application absolutely successful. Without a doubt, its application will bring many new details to the design and help solve functional problems and problems. It must be remembered that the correct development and implementation will affect user loyalty and their involvement in the process.
Marketing activity and game mechanics
Game mechanics are actively used in marketing activities. The technologies that are available today allow you to implement both simple elements of gamification (loyalty programs) and complex (interactive products).
To achieve your business goals, you can use one of the 10 game mechanics listed below or any combination of these methods.
- Quick feedback: quick feedback or response to actions.
Invite users to continue working on the site (in the application), make any changes or return to the site using an on-screen notification, text message or email. You can also congratulate the user on the achievement of a goal, encourage him to the next step or increase the level.
- Transparency: the position of each user
You must create a convenient system according to which each user will understand their progress in real time. The overall rating, showing leaders and users following it, will also encourage users to take more active actions on the site or in the application.
- Goals: achieving short-term and long-term goals
Set global and local tasks for users, their solution is always associated with gaining new experience.
- Encourages: proof of achievements
It is necessary to provide constant support for progress, both monetary and emotional (bonuses, points, stars). The desire to receive a new promotion will be an incentive for active action on the site and guarantees a return.
- Levels: increase or decrease the status of the user
Levels depend on the fulfillment of long-term and short-term goals. They are used to identify the user's position on the site or in the application. With the unlocking of each new level, the user receives new quests or missions, rewards and rewards, i.e. logical development of the level of complexity.
- Training: introduction to the course
Video training will tell you how to work with the site or application - each user learns from a specific example, and not by trial and error. Simple tasks will help new users immediately get involved in the “game” process on the site. Mastering simple missions, they will use an understandable guide to work in an interface previously unknown.
- Competition element: comparison with other users
Tables or graphs showing the user's position relative to others always prompt users to more active actions. Encourage competition between them. Your users should be wondering: How to break out in the lead? How to overtake the closest competitors? How to get more bonuses?
- Collaboration: achieving the goal through collaboration with other users
Encourage users to join teams to perform complex tasks and receive great rewards and bonuses. Each team member must understand his contribution to the common cause.
- Community: social activity
Community and participation in it gives meaning to goals, incentives, competitions and other mechanics. Users can exchange experiences and knowledge on how to best complete a particular task, explain the benefits of receiving bonuses and rewards, and talk about the benefits of moving to a new level. Such communication stimulates the growth of new users and more active involvement of old ones.
- Points: real evidence of achievement
Gaining experience, increasing status and accumulating bonuses - all this allows users to purchase virtual and real goods with significant discounts or receive them as a gift. All earned points can be exchanged or spent, get exactly what the user completed all the tasks and raised his level.
All these mechanics can be used both in relation to users, and within the company, in relation to employees. The involvement of employees in the gameplay will increase their professionalism and will allow them to “pump” their skills in their careers.
It can be safely stated that gamification transforms traditional business models, creates new ways to expand the business, and manages the loyalty of users and employees. Gamification works !!! She uses the real motives and desires inherent in each of us, providing bonuses and rewards, for which we are ready to make little effort. Given the latest research on motivating people, generating them in the principles of interaction with users and employees, gamification gives companies the opportunity to create and maintain true loyalty.