Playing games can activate a hormone in our body called dopamine. Dopamine is responsible for the pleasure and joy in our mind. When people feel happy they are most likely to achieve a lot of more positive things such as learn better, improve the problem-solving ability, broaden the focus and attention to the material.
The demand gap of an application that offers such a fun is filled with gamification. This easy-going and fun element is used by various fields to introduce and promote their services or products through gamification. Further added, gamification can also be utilized to simplify a certain explanation. In this article, we will look at these common industries that most implement gamification into their business.
Arranging an event or even participating in one is still an effective BTL (Below the Line) initiative. As the main characteristic of BTL is to target a specific group of focus, hence catching attention should be the main focus. Gamification techniques can be used so that people are interested to visit your event or booth which will gain attention to products or services.
The use of such on-ground activation has the benefit of enlivening the booth, increase product awareness, even further drive product sales. The best thing about this implementation of gamification is the subtle promotional move. Visitors do not feel the loss of sparing some of their time to know or even make a purchase because it is packaged in a more fun way.
The example of this case is when Agate provides an on-ground game for BNI Booth on Java Jazz Festival 2014 namely BNI Flood Runner. This initiative raised up to 300% conversion rate of opening new accounts. This shows how visitors’ enthusiasm can be a very effective tool bring a significant impact on an event.
In terms of driving sales conversion, many FMCG companies have implemented gamification into their marketing and promotional initiative. The gamification form ranges from simple levelling and badge system to advergame.
Starbucks uses the levelling system to promote their loyalty customer program, My Starbucks Rewards, in 2012. Players register for the program through an application. Every time the customers purchase a Starbucks product, they accumulate stars which graphically look like it fills the cup. There are three levels depending on the degree of user loyalty. The more frequent the visit to a Starbucks store, the bigger chance to be awarded an upgraded level. Example of benefits includes an extra cup of coffee, a birthday gift, or even offers that is specially designed for the customer. The users of My Starbuck Reward totalled about 4.5 million with the card sales went to 3 billion US$ in per year.
Advergames is a video game which in some way contains an advertisement for a product, service, or company. Some advergames are created by a company with the sole purpose of promoting the company or one of its products. The game may be distributed freely as a marketing tool which typically provides interactive games within the website. This has become one of a marketing tactics for potential customers to be drawn to the game and spend more time on the website, or simply to become more aware of the product. The example of this case is Chex Quest. Chex Quest is an advergame made by a cereal brand Crex and Digital Café. This game released in 1996 and gained massive player and fanbase. In return, Crex sales increased by 248%.
Long before gamification exploded, Crex has implemented advergame to drive their sales. Image via source.
The perfect example of gamification in education is Duolingo. Duolingo is a massive online collaboration which combines a free language-learning website with a paid crowd-sourced text translation platform. The service is designed so that students can learn a given language online, while helping to translate websites and documents. Beginners start out with basic, simple sentences from the web and gradually taking more advanced and complex sentence.
The site also includes time-based elements, such as skill points and time bonuses when questions are answered correctly within a given time limit. Incorrect answers result in a loss of points and “lives”, as well as the delay of the levelling up. Since the system is adaptive, it tracks each completed lesson, translation, test, and practice session to provide feedback to the student and plan future lessons and translation assignments to better address their needs. For its advancement of gamification implementation for education, Duolingo got a lot of praise and was awarded Apple’s iPhone App of The Year in 2013 and also gained 150 million users worldwide.
Gamification can also turn complex and tedious training materials into easy, understandable, fun sessions. This certainly can enhance the Human Resource effort. One example that can be taken from gamification in training is The Code. The game is created for the internal use of Gunung Sewu Group.
The Code by Agate to internalize company’s code of conduct.
The Code is a case study simulation game that takes the player on a journey across five business units of the company. Players are challenged to identify infringement of the company’s compliance and code of conduct that might happen in each business unit. It has been rolled out to 25,000 employees and received a positive response from the employees of Gunung Sewu Group.