Gamification “In Our Era”

Most of the brands uses the classical marketing tools to advertise their products.From print, to TVC to radio to online to social media, etc. Lately bunch of creative people came out with something named Gamification.

Dopamine is the most famous agency that specializes in Gamification, check them out here

Wikipedia defines it as:

“Gamification is the use of game design elements, game thinking and game mechanics to enhance non-game contexts.

Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used. Gamification works by making technology more engaging, by encouraging users to engage in desired behaviors, by showing a path to mastery and autonomy, by helping to solve problems and not being a distraction, and by taking advantage of humans’ psychological predisposition to engage in gaming.”

Digital media agencies twisted the thing completely, changing the whole concept to Advergaming, that means integrating games into advertising. Where building games to interact with their audience.

Novium Collective is a Lebanese Digital Media Agency, that has worked on successful campaigns with international brands, pulling their products awareness really high & adding social media fans. One example is Mix & Match for Stradivarius. An iPad game that was implemented on site to promote the new collection of Stradivarius. Three promoters were interacting with people in Beirut Souks, letting them play, Mixing & Matching items for their favorited model chosen. Winners got a voucher of 20% discount, letting them go physically to the store and buy. The sale increased 40% in two days. Samples of the project here.

Another example is “Pin It To Win It” for Volkswagen, its an online advergame, created by Ogilvy Cape Town, where the people who can pin the most Volkswagen’s, will earn a seat at the grand final, which will be a real-life version of the Street Quest.. Take a look at the video for more details, play.

After all I was searching about future predictions on Gamification & found the below responses

(featured on http://venturebeat.com/2012/09/21/where-gamification-is-going-next/)

At the close of the MIT/Stanford Venture Lab event on gamification, moderator Margaret Wallace (pictured), chief executive of Playmatics, asked where gamification, or the use of game-play mechanics in non-game applications, is going next. In 15 seconds or less, the panelists answered.

Here are their responses:

Courtney Guertin, chief technology officer at Kiip, which offers in-game rewards for mobile players: The big step is going to be personal. As these mobile devices take in more and more data about us on a regular basis, we’re going to get a quicker feedback loop and we’re going to have much more data to process on. That’s the next generation for us.

Rajat Paharia, founder of gamification services firm Bunchball: Gamification is going to change the nature of working. The data that employers capture and utilize to motivate their employees, I think it’s going to be huge.

Amy Jo Kim, CEO of game design consultancy ShuffleBrain: I think it’s going to be embedded everywhere, and I don’t think it’s going to be called gamification. It’ll be embedded, and we’ll understand it more through the verticals that it’s enriching.

Joshua Williams, senior software design engineer at Microsoft: I would say the future of work is play. Both how we’re communicated with… Instead of a big long e-mail that explains what we do and what the company priorities are, that can be an intro level to the next game. Beyond communication, it’s how we engage, how we work, how we collaborate. And it won’t be gamified, but it’ll be fun. I think the Fun Theory work is a great example of the kind of thing we need to do.

Andrew Trader, former Zynga employee and venture partner at Maveron, a venture capital firm: Social plus mobile plus platform plus gamification…okay. [laughs] I think making gamification development meaningful in health care will be important. And also the social 2.0 consumer applications.

So as a conclusion, the marketing industry is going to add a new tool to their world, “Digital Advergaming”.
Thank you for reading.
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About Mikha

Creative User Interface & Experience Designer www.dribbble.com/mikha

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