Gamification is the concept of applying the elements and components typically associated with gameplay to the non-gaming sector.Its applications can be observed all around, from language-learning apps like Duolingo to workspaces.
Essentially, it uses these elements of gaming to enhance the experience of otherwise ‘dull’ or ‘monotonous’ tasks to make them more ‘fun’. This acts as an encouragement to continue undertaking these activities that can often lose the attention of users quickly.
Adopting the method of gamification has been beneficial to companies specializing in various sectors, and here we take a look at some of these benefits.
Instant feedback: Through gamification, feedback can be in the form of a scorecard displaying the individual’s strengths and limitations based on performance. This has the same effect as a ‘character review’ in games, where players can choose their characters based on the targets that need to be achieved, skills of that character, and the result of their previous game. While this is essentially a performance report, gamification plays the part of making it look less intimidating and more fun. It makes individuals want to take the initiative in understanding their position, improving their strengths, and addressing their limitations.
Increased retention and enhanced learning curve: Gamification incorporate ‘friendly’ competitions and tests, borrowed from the concept of levels and tournaments seen in regular games. These are known to naturally enhance a person’s retention capacity, while ensuring a quicker learning curve. While tests are associated with stressful situations, this is avoided by creating a reward system. This has the same effect on the individual as that of winning a trophy in, say, rummy card games or racing games that hold tournaments where players can test their skills against each other. It is especially evident in situations where an individual takes up a new task for the first time. For example, learning a new language through an app that incorporates elements of gamification.
Building engagement between users: Gamification can also encourage engagement between different individuals on similar platforms, leading to team building, as well as a more intensive and rewarding experience for the individual.
Productivity boost: Introducing gamification to the work sphere can encourage employees to finish tasks faster and with more focus. This, in turn, provides a better qualitative output. The element of ‘reward system’ that tasks are often linked to results in individuals performing tasks for a ‘token’ which can then be exchanged for ‘real’ goods and services. An example of this would be gift cards at workplaces, or loyalty points provided with each booking by airlines, which can later be exchanged for discounts.
While these are just a few of the benefits of gamification that are causing widely different companies to apply them in fields like app development, product interaction, activities, and task management at work, the process used to ‘gamify’ products differ between industries and usage.
Set defined Goals: Gamification, works on the bedrock of creating clearly defined goals and then getting users or individuals to work towards achieving them. For example, a fitness app may have ‘goals for the day’ or the amount of distance the user needs to complete in 24 hours to achieve a target. Thus, the first step towards gamification is understanding the tasks to create goals accordingly, and then defining them clearly. This ensures that they are simple enough to be understood and executed by the individual without losing their enthusiasm.
Set excellent rules: Now goals can be achieved in a variety of ways. Thus, it is essential to have a simplified set of rules that explain how to accomplish such goals. These are ideally short, easy to understand, and include crisp guidelines that individuals can go through quickly to get started on. It is similar to the opening display typically observed in games, like a set of rummy rules that players can go through anytime, anywhere before they start playing the game. Thus, it is necessary to have non-conflicting, clearly demarcated rules that are completely integrated with the product or activity.
Give feedback: Feedback is one of the greatest factors that drives an individual to excel and improve. An important component of gamification, providing feedback to an individual with respect to their performance gives them insight and motivation to do better. This not only promotes healthy competition, but also ensures that an individual has an understanding of areas that need attention in order to improve their performance.
Reward system: Rewarding individuals for their accomplishments, no matter how insignificant they may seem, helps them stay motivated. This works in the same manner that leaderboards and trophies do in order to keep players engrossed. A common instance observed, be it a working environment or a language learning app, is that the individual loses interest and motivation after a period of time. In such instances, having a reward system for successfully completed tasks leads to retaining an individual’s interest, and encourages them to look forward to the next level.
Excellent motivators: Gaming serves to motivate a ‘player’ to not only keep ‘gaming’ but also to try and enhance their abilities by constantly rewarding excellent gameplay. This means setting up different motivation enhancers in the form of leaderboards, rewards, and trophies for an activity set that is tiered.
Conclusion
Gamification has come a long way since the dawn of the digital age. With a little creativity, it can be applied to any kind of industry or product, and always serves to enhance the activity to which it is assigned. In the foreseeable future, it will not be unusual for gamification to be applied to every activity. Its true potential as a catalyst for efficiency and optimisation will eventually help uncover individuals’ skills to reach their full potential.
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