Gamification is the use of game thinking and game
mechanics in non-game contexts to engage users in solving problems. Gamification
techniques strive to leverage people's natural desires for competition,
achievement, status, self-expression, altruism, and
closure.
It has been
widely applied in marketing. Over 70% of Forbes Global 2000 companies surveyed in 2013
said they planned to use gamification for the purposes of marketing and
customer retention.
Gamification has also been used in customer loyalty
programmes.
Here is examples of different gamification applications
1. Nike. Use gamification to stimulate use of their products
Nike turned the most uncomplicated sports in the world,
running, into a data-driven social sport that gives users access to tons of
data about their personal achievements. Runners can use this data to become
better at running, resulting in a healthier lifestyle. In addition, Nike gives software
developers open access to this data. ThisNike+ Accelerator initiative
encourages people to build companies to leverage the data generated from Nike+
digital products.
In 2011 the number of players using Fuelband
was 5 million. This is estimated to reach 11 million by the end of 2013.
2. Foursquare. Use gamification to gain popularity
The introduction of gamification into Foursquare is
what made it so popular in the first place, especially given Crowley’s initial
check-in service Dodgeball, was
a big failure. The massive growth of Foursquare in its early stages is what
sparked the massive emphasis on gamification because it was the only thing they
knew that was working out for them in a state of unclear direction as a
startup. It got everyone onboard and Foursquare saw 3400% growth in 2010. In the present day, Foursquare has cleared themselves from
that fog of uncertainty and Crowley now has a clear idea of where he wants his
service to go. If gamification is not part of that goal, iterating upon that
system to improve it for a declining user-base that actually wants it is a
shortsighted goal that’s ultimately destined to fail.
Foursquare decided to move away from gamification ever
since their major redesign last summer as a response to user feedback and the waning interest
in Foursquare’s game mechanics. It really hits home to know that one of the
biggest and most successful examples of gamification is now looking to move
away from it but it’s not necessarily a mistake. One of the biggest axioms of
gamification design having constant care, extension
and rebalancing for a successful system overtime.
3. 1. U.S. Army. Use Gamification for Recruitment
The U.S. Army is no stranger to using games for
training purposes, but now it’s using gamification to attract new recruits and
generally promote awareness of the U.S. armed forces. America’s Army has
attracted millions of potential new recruits. This effort was initiated back in
1999, and the first version was released in 2002. By 2008, four transportable
“Virtual Army Experience” units were hitting shopping malls and public events.
More than a decade in the making, the U.S. Army has turned its knowledge and
experience of training games into a powerful recruiting tool.
4. The World Bank – Evoke. Use Gamification to Solve World Problems
Evoke is an educational game encouraging youth to
develop innovative solutions to the world’s biggest challenges, such as hunger
and poverty. The World Bank, which created Evoke, describes the game as “a
crash course in changing the world.” Players are challenges to complete ten
missions and ten quests paced over the course of ten weeks. Those who
successfully complete the required challenges earn the distinction of “World
Bank Institute Social Innovator.” But that’s not all: Winners from the original
graduating class in 2010 reaped benefits such as seed funding for new ventures,
travel scholarships to share their visions at the EVOKE Conference in
Washington, D.C., and online mentorships with business leaders and social
leaders from around the world.
5. DuoLingo:Learn a language while translating the Web
Duolingo is
a massive online collaboration which combines a free language-learning website
with a paid crowdsourced text translation platform. The service is designed so
that students can learn a given language online, while helping to translate
websites and documents. Beginners start out with basic, simple sentences from
the web, while advanced users receive more complex sentences. As one
progresses, so does the complexity of the sentences they are asked to
translate.+
In
each case Duolingo provides the learning and translation tools to help the
student to properly understand and memorize the words that they encounter. Each
student can also vote on the quality of the other students’ translations,
providing valuable feedback for comprehension and learning. The top rated
translations for each sentence are made available for public viewing and
collection.+
Source:
http://www.gamification.co/2013/03/15/the-removal-of-foursquare-gamification/
1 comment:
Another effective example of gamification is 4food: http://4food.com/
4food is a fast food very famous for the experience it offers to customers. Customers can personalize their own hamburger, that gets into the menu list for the following customers. Each time that your own "recipie" is chosen, you get a point, as in a game. 100 points make you reach gold level, 200 platinum and 500 diamond: each of them is associated to discounts, in addistion to "peer-peer" exposure.
This place is situated in New York... Worth a visit!
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