So which games did you play this week? If you say none, you’re probably lying. Didn’t you visit that store which gave you loyalty points for buying from them? Didn’t you check your instagram for how many likes you got on that new picture?
Didn’t you check the health app for how many calories you burnt today?
Didn’t you interact with the people around you? Relationships are some of the most complex games we play with no definite outcomes or scorecards.
If your answer is yes to any of the above, you have played a game without even realising it.
One of my favourite examples of Gamification is Contrex’s exercise bike campaign. It incorporates the right amount of fun and increases engagement. (Link to video attached in the end)
Gamification has wide applicability in businesses around the globe. It’s used in recruitment, marketing, motivation and so on. However, Gartners report states that 80 percent of gamified solutions will fail to reach business objectives by 2014, due to poor design. The success of gamification depends not only on understanding gamer types and business objectives but also on whether the unique cultural traits of that country have been considered while applying game techniques.
For example, Indians love hierarchies. Our country has a high power distance index and managers like to be in complete control of the system. Therefore, a gamification tool to boost employee engagement in India should provide all information about the employees progress to the manager at all times.
Also, games are perceived as ‘fun’ whereas business is supposed to be serious. It’s going to take some time before corporates in India are convinced that gamification is infact, a cost-effective tool for marketing.
Gamification in India is still at a budding stage. In 2014, less than 10% of Indian companies used game techniques. With majority of the population under the age of 35, the acceptance of this new technique shouldn’t be a problem. It’s important to note that gamification is not a ‘miracle’ solution. But with the right game design, it is a guaranteed method of increasing engagement. So, let the games begin.
Contrex’s exercise bike campaign