Gamification
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Gamification is the integration of game mechanics or game dynamics into a website, service, community, campaign, or application in order to drive participation and engagement. In particular, gamification is the application of game technology and game design outside traditional “gamespaces”, and the acceptance of games in non-gaming sectors.
Gamification provides a mechanism to predictably induce desired behavior in humans by engaging them in a context that uses game mechanics such as leader boards, leveling, currencies, stored value, privileges, super-powers, status indicators, random reward schedules, etc. Because of this, gamification is an increasingly popular way for loyalty marketers to induce consumers to behave in specific ways with a product or brand. However, gamification only works if the content is compelling enough to engage customers repeatedly, consistently, and with the right frequency.
Behavioral Economics - The Science Underlying Gamification
Behavioral Economics is the study of how real people actually make choices, which draws on insights from both psychology and economics. It tries to explain why people make irrational choices - for example, why casino gamblers are willing to keep betting even while expecting to lose. Or why people say they want to save for retirement, eat better, start exercising, quit smoking—and they mean it—but they do no such things.
This academic field is a fast-emerging, cross-disciplinary alternative to neo-classical economics, and its results challenge the classical assumptions of "Economic Man ", that people are 100% rational, perfectly informed self-maximisers. Some of the key precepts of Behavioral Economics include:
- Bounded Rationality - rational thought alone does not explain human decision-making.
- Framing Alternatives - the ways in which alternatives are framed—not simply their relative value—heavily influence the decisions people make.
- Selfishness vs Imperfect Self-Control and Social Preferences - we care about people outside our families and give up resources to help them.
- Intertemporal Choice - there’s a fundamental tension between seizing available rewards in the present, and being patient for rewards in the future
References
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This article includes a list of references, related reading or external links, but its sources remain unclear because it lacks inline citations. Please improve this article by introducing more precise citations where appropriate. (August 2010) |
- Gamification: Game Mechanics is the New Marketing (http://blog.oogalabs.com/2008/11/05/gamification-game-mechanics-is-the-new-marketing/)
- Gamification: Turning Work Into Play (http://www.hplusmagazine.com/articles/art-entertainment/gamification-turning-work-play)
- The Gamification of Life (http://www.assortedstuff.com/?p=3466)
- Gamification: what is it and why do you need to know? (http://www.stephanieschwab.com/2010/07/07/gamification/)
- Reeves, Byron; Reed, J. Leighton (2009). Total Engagement: Using Games and Virtual Worlds to Change the Way People Work and Businesses Compete. Boston: Harvard Business School Publishing. http://www.totalengagement.org/.
See also
Gamification Buzz...
- Gamification - Wikipedia, the free encyclopedia
- Gamification is the integration of game mechanics or game dynamics into a website, service, community, campaign, or application in order to drive participation and engagement.
- Gamification - When Your Customers Participate, Your Business Wins ...
- Game designers have known for years how to incent and motivate Participation. They do it through a process called Gamification. Now Nitro brings the power of Gamification to you.
- Gamification - Nitro is the Participation Engine - Bunchball
- When your customers participate, your business wins! Participation builds lasting relationships and impacts your fundamental business objectives.
- Gamification: Turning Work Into Play | h+ Magazine
- Last month, h+ covered the work of Professor Byron Reeves, who champions the adaptation of gaming technologies for the workplace.
- 2010 gamification 1.0 files stripped out
- Gamification talk for evaluation by the GDC Online Board
- Gamification - Game Mechanics Applied to Life | Nigel Whiteoak
- Gamification - Game Mechanics Applied to Life I’m interested in Gamification: the use of Game Mechanics as a tool to influence human behaviour. I think this is going to be big.
- gamification « Funware Blog
- Here’s the latest gamification video blog: how to use my “point allocation exercise” to get your gamfication process kick started.
- gamification « Funware Blog
- In Gamification Podcast #2 I argue that Pleasure should be incorporated into the marketing mix (along with Product, Price, Place, Promotion and Positioning).
- Digital Disruption and Gamification | Platform Online
- Develop 2010: Louis Castle laid out his intelligent vision for the future landscape of the games business and David Helgason explains why games are everywhere
- Engagement through Gamification
- 1 billion gamers are set to join the market in the next 10 years. They will be getting more and more mobile and especial
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