Role of Gamification in Business by Example
In this article, we want to talk about one of the most important tools that businesses use today. The name of this concept is Gamification. To define Gamification, we will provide examples at the beginning.
The global gamification market value in 2020 was 10.2 million dollars, and it is predicted that this number will reach about 39 million dollars by 2026. In terms of learning, research shows that 80% of those who use the gamification course as an approach to education feel satisfied and useful, and that learning helps them.
Before giving the definition of Gamification, we will provide some examples to clarify the issue for you.
Example 1: Most of us use escalators when leaving the subway, even for a short distance. Even in places where there are ordinary stairs, people prefer to use escalators for reasons (such as exercising). In apartments, too, many people take the elevator, even for a short distance. A group of researchers thought about how we can get some people to use ordinary stairs instead of escalators. Solutions were provided in this regard. In one city, for example, the municipality placed a staircase that resembled a piano in one part of the city, and with each step on the steps, a sound like piano buttons played.
The purpose of this work was to improve people's health. The results of the study showed that people used this type of stairs more for reasons such as entertainment.
Example 2: The LinkedIn network uses five levels of strength for profiles, including beginner, intermediate, advanced, expert, and all-star. All Star provides the highest ranking for the profile. With the help of symbols and visual tools, you can check the strength level of your profile on LinkedIn. This will help increase the number of visits to this social network.
Example 3: One of the methods that social networks such as Instagram and Facebook use to increase the number of people visiting these networks is the ability to like. This feature is one of the most important tools in social media because of its fun. For example, suppose someone posts a post on these networks. It is interesting for him to know how many people liked his post. As a result, this person will visit the social network regularly.
Example 4: Nike Plus is the result of a collaboration between the shoe company Nike and Apple and consists of three main parts: iPod, wireless chip, shoes.
The wireless chip, which is located inside the shoe, measures and records the distance traveled and the speed of walking or running at any time, and provides it to people through the Internet. This allows people to redouble their efforts to improve their health information. In this way, shoes become both a tool for running and walking and a fun tool that, in addition to normal use, will also increase the level of health of people.
In all the examples we have mentioned, there are several features that are as follows:
1. Entertainment: One of the most important features in all games is their fun feature. Although games have other functions, the main reason people turn to them is to have fun.
2. Interaction: In the physical games that were played a lot in previous years, people usually interacted with other human beings. This interaction still exists, but its form, in today's games, has changed to tools and graphic characters.
3. Feedback: In all the examples we mentioned, people receive one feedback from their activities. For example, when you go to Instagram and Facebook to check the like status of your posts, in fact, this data is provided to you online.
4. Rules and Conditions: In all the examples we have mentioned, there must be rules for entering the business environment. For example, you can not have a profile for yourself without joining and registering on LinkedIn. Let me mention another example here. One of the tools used in coffee shops and some other stores is the loyalty card. For example, you walk into a coffee shop and you is given a loyalty card.
The rule of thumb in a coffee shop is that if the number of stamps on the loyalty card reaches 10, you will be able to use the coffee shop products for free once. Naturally, not everyone can get a loyalty card, and to get it, at least you must be a customer.
5. Emotion: In all these examples, there was a certain excitement in people.
The game in humans dates back to thousands of years ago. The ancient Egyptians, for example, tended to play a board game called "Senet" about 5,000 years ago, which some believe was the basis of modern chess.
Now, at the end of the article, let's provide a definition of Gamification. The important thing to know is that gamification is not a game, although it has features in common. Game, according to many researchers, is a challenge, with abstract or artificial activity. But gamification happens in the real world. Gamification is the correct and timely use of game elements, in real environments, in order to learn, constructive activities and problem solving.
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