{"id":999,"date":"2018-04-30T00:00:00","date_gmt":"2018-04-29T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/the-future-of-gamification-what-weve-been-reading-this-week-at-brand-genetics\/"},"modified":"2019-11-19T16:33:03","modified_gmt":"2019-11-19T16:33:03","slug":"the-future-of-gamification-what-weve-been-reading-this-week-at-brand-genetics","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/the-future-of-gamification-what-weve-been-reading-this-week-at-brand-genetics\/","title":{"rendered":"The future of gamification\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics"},"content":{"rendered":"

We\u2019ve been reading all about gamification and a few revealing insights have caught our eye\u2026<\/strong><\/p>\n

Gamification<\/a>\u00a0has been on the agenda for a while, but a recent\u00a0report by JWT<\/a> looking at its use for social good has caught our attention. This week we explore the rise of gamification, looking at some of the psychological drivers of gaming as well as highlighting a few applications that successfully lead to behaviour change.<\/p>\n

What is gamification?<\/strong><\/p>\n

In a nutshell, gamification is the application of gaming elements\u200a\u2014\u200alike point scoring and competition\u200a\u2014\u200ato products or services to encourage engagement. Gamification is not new, consider Microsoft\u2019s use of Solitaire in its 1990 Windows release to help people navigate the \u2018click-and-drag\u2019 function of the mouse.\u00a0<\/span><\/p>\n

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AntForest by Alipay<\/strong><\/em><\/p>\n

However, companies today have stepped up their game (pun intended) with increasingly creative applications that boost innovation and drive value. As\u00a0this report<\/a>\u00a0by Accenture suggests, a fundamental driver of this shift is the coming of age of millennials, digital natives who have spent their whole lives online. While millennials are driving this change, it is not exclusive to the young, with 37 % of gamers in the US being over 35 years old.<\/p>\n

The psychology behind e-gaming<\/strong><\/p>\n

Firstly, gamification is highly collaborative. It requires building a strong sense of community to grow within social networks and acquire more users. It creates a shared sense of purpose, challenge and reward, motivating people to engage more and more often.<\/p>\n

Another strong driver of gaming is \u2018Flow\u2019. \u2018Flow\u2019 is a highly focused mental state, where you are challenged enough to remain interested in a task, but not too much that it causes anxiety. Psychologist Mihaly Csikszentmihalyi claims that achieving \u2018Flow\u2019 states are the \u201ckey to happiness\u201d (see\u00a0this piece<\/a>\u00a0on \u2018user\u2019 experience for more detail).\u00a0Nick Yee<\/a>\u00a0applies this to gaming, stating that in order to keep users engaged they must reach the optimum state of \u2018Flow\u2019.<\/p>\n

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Figure 1<\/strong><\/em><\/p>\n

How can gamification have a positive impact on behaviour change and drive profit?<\/strong><\/p>\n

There are several very successful applications of gamification in commercial context which have an impressive impact on behaviour change. However, Nike is really leading the way with several gamified apps. One is\u00a0NikeUnlocks<\/a>, Nike\u2019s mobile and Facebook app. A gamified reward system that lets users set personal running goals and rewards them when they reach milestones, it has helped the brand boost revenues by 30%. Another is\u00a0Reactland<\/a>, recently launched in China, where consumers can test out trainers with a three minute running game.\u00a0<\/span><\/p>\n

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Nike Unlocks<\/em><\/strong><\/p>\n

Another is The AntForest app, launched by Alipay, China\u2019s leading mobile payment platform. The AntForest app gamifies going green by rewarding users who engage in low carbon footprint activities, such as using public transport or walking to work. Users collect energy points, competing with friends, and if they gather enough points, Ant Financial (Alipay\u2019s parent company) will plant a tree. By the end of 2017, Alipay has planted 13.1 million trees as a result, reducing carbon emissions by a claimed 2.05 million tons. Thus, whether your objective is positive social impact (The AntForest) or driving profit (Nike), it is very clear that gamification is a useful method to add value to consumers and businesses alike.<\/p>\n

The HX learnings?\u00a0<\/strong>Gamification is big business capable of driving innovation, boosting profits and influencing behaviour change. However, it\u2019s only going to be successful if you have a clear objective and tap into the psychological motivations behind it such as building a strong community and encouraging the state of \u2018Flow\u2019.<\/p>\n

If you would like to know more about how you can apply the psychology of gaming in your innovation process, our in-house neuroscientist would be more than happy to chat!<\/p>","protected":false},"excerpt":{"rendered":"

We\u2019ve been reading all about gamification and a few revealing insights have caught our eye\u2026 Gamification\u00a0has been on the agenda for a while, but a recent\u00a0report by JWT looking at its use for social good has caught our attention. This week we explore the rise of gamification, looking at some of the psychological drivers of […]<\/p>\n","protected":false},"author":16,"featured_media":1002,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[203,141,204,157,205],"class_list":["post-999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-human-experience","tag-e-gaming","tag-flow","tag-gamification","tag-nike","tag-nike-unlocks"],"yoast_head":"\nThe future of gamification\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/the-future-of-gamification-what-weve-been-reading-this-week-at-brand-genetics\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The future of gamification\u2026 what we\u2019ve been reading this week at Brand\u00a0Genetics - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve been reading all about gamification and a few revealing insights have caught our eye\u2026 Gamification\u00a0has been on the agenda for a while, but a recent\u00a0report by JWT looking at its use for social good has caught our attention. 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