I attended Gamification Summit in NYC over the last two days. There was great talk and discussion on how gamification is rapidly growing and impacting many important aspects of businesses, including consumer engagement, performance enhancement of enterprises, driving behavior, loyalty/engagement programs, and many other innovative and emerging marketing methods. For those who are not familiar with the term, in a nutshell, gamification is using game mechanics and dynamics to change behavior in a non-game setting. We talked about it in class, but location-based applications such as Foursquare, SCVNGR would be great examples of using game mechanics (i.e. badges, rewards, leaderboard, levels) in a real world.
Most talk involved how gamification is becoming increasingly bigger part of social media marketing. According to Garner Group, more than 50 percent of organizations that manage innovation processes will gamify those processes. In fact, by 2015, 70% of the Global 2000 largest companies will be using gamification. As you can see from the graph above, spending on gamification as part of social media marketing is expected to explode over the next half decade (source and more info).
One of the speaker was the CEO of 42 Entertainment. I'm sure Professor Kagan is familar since he is in the entertainment industry. Check out their case studies -- including pre-launch of Dark Knight -- and see how they used gamification to drive up interest and consumer engagement prior to launches. Mashable also has a good information as to how to gamify your marketing efforts.
In closing, check out this video to see gamification at work! In the days of social media and digital marketing, I believe FUN is a must!
- Sam Ahn
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