Of late, the conventional approach that states that work is all about focus and productivity has been increasingly challenged. In a similar fashion, play used to be considered a leisure activity reserved for weekends or vacations.
Unlikely enough, these two elements have come together to challenge the rigid concept of a “serious” workplace. The line between the two is blurring thanks to the new craze called gamification.
In truth, the application of game design elements in non-game contexts is nothing novel. The military has been using it for decades, for one. However, the concept has made a major breakthrough in other aspects of people’s lives, notably business.
It would also seem that gamification is no longer just a trend; it is becoming a core element of business strategies and transforming how companies approach marketing, employee engagement, and customer experience.
What used to be seen as an innovative way to stand out is now being recognized as an efficient way to build loyalty, improve performance, and foster creativity.
Creating Engagement Through Play
In terms of marketing, attracting and retaining customers is an ongoing challenge. Traditional marketing strategies rely on cold, hard facts to generate conversions. However, the concept is changing thanks to a simple fact: people don’t want to just be sold to; they want to be engaged, entertained, and involved.
This is the ideal moment for gamification to make its grand entrance. It offers businesses a chance to go beyond pushing a product and create a unique experience that people want to be a part of. Gamification taps into the basic human desire to have fun.
For marketers, this means transforming an ordinary interaction into something more engaging and playful. E.g., many brands have begun to implement reward systems where customers can earn points and badges, or unlock special content by engaging with their brand.
Starbucks’ Rewards program is a prime example. Customers earn stars by making purchases, and as they accumulate more stars, they can unlock various rewards, including free drinks and personalized offers.
However, keep in mind that gamification isn’t all about loyalty programs. Businesses that have realized that gamified experiences can be used to make customer engagement feel less transactional and more enjoyable.
A notable example is Nike’s “Nike+” platform which encourages users to track their workouts and engage in challenges with friends. This is also exemplary of how brands can change audiences’ focus; instead of selling shoes, they can advertise participation in gamified challenges.
Fostering Team Collaboration
In terms of human resources, gamification has been widely used to boost employee motivation, training, and team collaboration. Mandatory training sessions that employees used to dread are a thing of the past.
Namely, an increasing number of businesses are integrating game-like elements into their HR strategies to make the workplace more engaging, productive, and enjoyable. Specifically, gamification encourages employees to take ownership of their work by adding a sense of achievement, challenge, and competition.
E.g., the trend favors ongoing feedback loops and recognition systems that reward employees for completing tasks or hitting certain milestones. The practice is replacing rigid annual performance reviews fast. Instead, employees now can get digital badges or even virtual currencies that can be traded for rewards (typically, PTO, professional development opportunities, and office perks).
In addition, the impact of gamification extends beyond individual employees. Gamified elements also foster collaboration and cooperation across teams. One common example is the practice of team challenges that encourage employees to collaborate on meeting goals, solving problems, or innovation.
Such challenges can take various forms, such as virtual scavenger hunts or idea competitions. Regardless of the form, the end result is always the same: teams are inspired to collaborate, think creatively, and deliver results.
Finally, gamification can make the hiring and onboarding process less stressful for new employees. Onboarding traditionally feels like a series of bureaucratic hurdles, anyway. However, gamified onboarding systems can transform the process into an adventure. New hires can be tasked with completing interactive modules, earning rewards as they progress, and competing with other newcomers to complete the onboarding process in the most efficient way.
Making Customer Interaction More Engaging
Finally, gamification is quickly becoming a game-changer in the matter of customer experience.
Companies have long relied on customer service platforms and call centers to handle inquiries, complaints, and support requests. However, customer experience has evolved beyond traditional service models. Today’s customers expect more than just a solution to their problems; they expect a memorable, enjoyable experience when interacting with a brand.
Gamification is a perfect solution to this demand as it adds a playful element to interactions. Companies that integrate interactive elements like quizzes, polls, and challenges directly into their websites or apps never fail to stand out.
Customers are rewarded with discounts or exclusive content for completing these activities. The practice turns routine interactions into a more engaging experience that encourages customers to spend more time interacting with the brand. Needless to say, the trend is likely to spark brand loyalty.
There’s another notable trend unveiling, namely the integration of gamified shopping and augmented reality (AR).
E.g., companies like IKEA have integrated AR technology into their apps, allowing customers to visualize how furniture will look in their homes before making a purchase. This interactive experience adds an element of excitement to the buying process, which is certain to increase customer confidence.
Finally, one area where gamification is making waves is in customer loyalty programs. Traditionally, these programs have been about collecting points to earn rewards. However, modern gamified loyalty programs take things to the next level. Businesses are creating fully immersive experiences (e.g., gamified apps that allow customers to level up, compete against others, and unlock rewards based on their engagement).
The Power of Play
Overall, gamification is transforming multiple industries and challenging the rigid viewpoint of straightforward loyalty programs. When play is embraced as an engagement tool, it speaks directly to basic human desires: the need for challenge, achievement, and connection.
Gamification creates a sense of purpose and excitement that builds loyalty and fosters a deeper connection between brands, employees, and customers. It is exactly these reasons why it is here to stay, so keep an eye on the fast developments!
