The following entry is in response to: “This one isn't just for gamers or those studying to work in the games industry. "Gamification" is the process of making something in real life operate with the incentives and play elements of a game. How is your field (or how are the professions) using computer and video games?”
Gamification is a term which largely explains the result of applying game principals to everyday activities, in order to increase the level of user interaction with the activity or product. The term gamification was coined by Tim Chang and serves to explain the process of, “add[ing] gaming elements into tasks and processes that are ordinarily tedious, boring or uninspiring and thereby mak[ing] them fun, compelling and engaging” (Sangster, 2011, para3). Gamification can be applied across multiple industries and is most commonly achieved through implementing game mechanics, such as; challenges, achievement levels and reward systems. In application, game mechanics are being implemented in the form of avatars, virtual goods, trophies, badges and many more (Bunchball, 2011). These game mechanics then motivate the individual to further engage with the task at hand (Bunchball, 2010).
The rise of gamification and the implications which it has, has sparked much controversy amongst critics. The major critique of implementing gamification is, it is seen as unethical in the way of manipulating humans into partaking in everyday mundane tasks (Doust, 2011). In addition to the above, gamification is also criticised for taking advantage of the competitive human nature along with basic human needs of status and reward (Stillgherrian, 2011). Furthermore, gamification is critiqued in the way that it relies on the consumer developing an addiction to the gratification sought in tasks that utilise gamification. Technological, political and media expert, Stillgherrian (2011) explains, “The problem with gamification isn’t just that it gets users and customers addicted to increase business profits, it also gets the businesses themselves addicted to gamification.”
Gamification when implemented effectively opens a door of endless opportunity for the advertising industry. With a constant increase in the gaming culture and gaming advancements, such as mobile applications and social media gaming, professionals are driven towards this rich media as means to reaching their consumers (Wehmann, 2011). Given that, “online games have jumped across multiple demographic groups and segments around the world,” they are a platform of high appeal to advertising professionals (Wehmann, 2011, para4). Companies are presented with the option to leverage gamification to the extent of allowing users to interact with the said object in a fun and exciting way, evoking a positive perception of the product. This consequently leads to increased purchase levels and stronger brand loyalty (Wehmann, 2011). In recent years, gamification is evident within the advertising industry in countless campaigns and across multiple levels.
An outstanding advertising campaign which highlights the possibilities achievable when leveraging gamification is the Nike+ campaign. Nike, in conjunction with Apple launched the Nike+ campaign in 2006, which has received multiple awards on the basis of innovation and interactivity (MacNN, 2007). The ipod nano was used as a source to record exercising details such as; running speed, time spent, calories burnt and distance travelled. This data was then able to be uploaded from the nano, onto the Nike+ website, in order to track every run completed by the consumer as well as maps of the areas covered. From there, the consumer could then use Nike+ to interact with friends and compete in progress. As certain levels of achievement were reached, virtual trophies were awarded and encouragements from professional athletes were unlocked. At a certain achievement level, Nike+ would then provide the consumer with the challenge of a training program, as well as the assistance to adhere to the program. Nike developed a highly effective advertising campaign, through employing appropriate game mechanics, they achieved gamification.
Gamification, whilst only in it’s early stages, has opened up a door of opportunity across multiple industries. It is vital to the success and future of the advertising industry, that professionals adapt to and implement gamification as an innovative way of engaging with consumers. Through increased platforms, consumer targeting, interactivity and a consequent increase in user gratification, gamification is proving to be a highly successful strategy for the advertising industry.
References
Bunchball. (2010). Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior. Retrieved November 14, 2011 from http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf
Doust, S. (March 18, 2011). Why ‘Gamification’ is as stupid as it sounds. Retrieved November 14, 2011 from http://www.abc.net.au/news/2011-03-18/why-gamification-is-as-stupid-as-it-sounds/2652370
MacNN. (2007). Apple Nike+ Campaign. Retrieved November 15, 2011 from http://www.macnn.com/articles/07/06/22/nike.ads.win.at.cannes/
Sangster, J. (October 21, 2011). The Crown Sourcing Innovation To Engage Customers. Retrieved 14 November, 2011 from http://www.powermarketer.net/digital-mobile/gamification-the-crowd-sourcing-innovation-to-engage-customers/
Stillgherrian. (May 2, 2011). Gamification: Hot, new, unethical? Retrieved November 14, 2011 from http://technologyspectator.com.au/emerging-tech/applications/Gamification-unethical
Wehmann, J. (2011) The Growing Impact Of Gamification On Interactive Marketing. Retrieved November 15, 2011 from http://digitalriverblog.com/2011/09/15/the-growing-impact-of-gamification-on-interactive-marketing/
Media
Norwest Venture's Chang Expects `Gamification' of Life: http://www.youtube.com/watch?v=O9GunYdnDls&feature=player_embedded
What is Nike+?: http://www.youtube.com/watch?v=F_yIbXfLPUU&feature=related
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