Games, Games, they're everywhere...sort of.
If there was one issue that was probably not touched on as much as it should have been in this iMedia class I would say it is the rise of gamification.
In general, the world of gaming is growing, especially as more and more people adopt smartphones and tablets. On top of that, companies like Zynga, the Farmville creators, are showing how lucrative even the simplest of games can be. Also, many studies on gaming are now showing how game elements make people more engaged in what they are doing. Earning 100 points for completing an assignment makes doing the assignment that much more fun and is a lot more motivating than simply getting it done.
These factors and many others are inspiring companies to incorporate game elements into their business plans or “gamify” their product or service.
Think about all the rewards cards businesses are offering customers. Sometimes there is a fee, but others are free to take. All you have to do is remember to give it to the cashier when you pay for whatever and, BOOM, you get points for something you were already doing.
The best part is if you get enough points you can earn rewards. A free sandwich here, a half off coupon there. In the case of credit cards you could and still can earn appliances like refrigerators or free vacations.
Regardless of how it is done, all these companies ask in return is that you keep coming back. The more you use that product or service the more rewards you get. Now let’s take it up a notch.
One of the more popular usages of gamification is the program Foursquare. With this app all you have to do is check in to a place and if the place is participating you may receive a reward. Starbucks is one such participant; giving away coupons here and there on certain days or if you become the “Mayor” by checking in more than everyone.
Now these are just some of the more prominent examples of gamification today. Some would argue that there are better things that could and should be gamified such as the education system or to work place. Instead of being rewarded for buying more and more stuff, we should be making school and work more engaging. After all, school is meant to prepare the next generations of society and we spend most of our lives workings. Why should we not work towards making those activities engaging? There is no reason.
Some might worry about making those aspects of life games or confuse gamification to mean playing games instead of “working”. To clarify, gamification is just the addition of game elements such as leveling up or getting achievements to an existing aspect of life. Why do we work so hard, in hopes of a promotion; of “leveling up” in our job. How about those awards for employee of the month? Those are achievements. However, some of these elements are too long term to be great motivators or in our current economy far from coming due to hiring freezes and minimal job growth and/or movement.
For now gamification is not huge, but it is on the rise. So watch out for it and encourage its usage outside of marketing. (I’m running out of room for my reward cards).
P.S. For more on gamification check out:
http://www.escapistmagazine.com/videos/view/extra-credits/2985-Gamification
