In one of the article this month, we have touched on this topic a little by mentioning Gojek’s Go-Points, Waze’s general gamification, Gametize and a few others here and there. But in this article, we would delve deeper into some of the more recent and relevant cases from bigger companies. Hopefully, you could learn from these giants’ gamification and perhaps understand more about how successful gamification could be within Asia or originating from Asia.
Baidu Maps – the gamified software
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In case you do not know this gigantically expanding, multinational software and technologies company originating from China, Baidu is one of—if not the largest—AI and internet-based company at the very least, within all of China. And the example derived from this company is their Chinese-exclusive maps. Albeit this application is only available in Chinese and the range of its map is somewhat limited, the main focus of this is how they used a very simple yet incredibly well-received gamification. The gamification lets people who report errors and mistakes within the program to gain rewards.
How it works is that if you, as a user, see something missing from the maps or see something inaccurate, you can report the problem and earn 2 yuan, something that could be accumulated like points and be redeemed for in-game rewards. This seemingly feeble and minor gamification technique helped boosted not only the user experience but also for Baidu to receive more direct feedback which they could use to further improve the app, and the cycle continues.
Alibaba’s frequent gamification use
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For your information, Alibaba is the world’s sixth-largest internet company by revenue. And though you would most likely know about this large company already, the Alibaba Group is a company that works on things from Retail, IT, AI, and Internet Technology. But what they are most likely most known for, is their E-Commerce. Their website acts as a mediator between you as a customer and the best, cheapest suppliers there are, around the world.
During each year of November 11th, Alibaba holds a massive shopping event. The event is programmed that by midnight, people gets to have a large discount to their pre-selected purchases. This, somehow, serves as the Chinese equivalent of Black Friday. The gamification in the event works in various ways and multiple layers of innovation upon innovation. With them being VR and AR purchases, interactive television, repeat visits means bigger chance for rewards, and so forth.
Naver, the Korean giant internet company has a Japanese subsidiary called Line. If you’re not familiar with it, Line is mostly a social media/messenger company for your mobile devices. It is also known to develop games, software, and other such things. However, among the many other things Line has been known to masterfully develop, it also has a long-running gamification system for the messenger software.
Previously known as Line Coins, Line Points are points that you can accumulate by visiting ads, playing games, and other varieties of activities. These points are simply recognized as a way for in-app purchase. The purchase is mostly comprised of stickers that you can use in your messages, to really personalize how you communicate with your acquaintances.
Rising gamification in Asia
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There are countless other examples to choose from in Asia. Most of which are not boasted or treated as a strategy, because they are all ‘minor’ things that are implemented within their actual products or strategies. But that in itself, is the beauty of gamification in the first place. Something so simple can affect the outcome so far and Asia is only getting started.
Seeing so many gamified strategies everywhere despite little fuss about it means that gamification is becoming something of a natural addition. The businesses within Asia knows what works and they’ll only continue to use them. Once they master these plans, you will see that the largest continent in the world would, in the long-run, prove to be the largest competitors in the world—even those that hail from developing countries. And now, it is up to you whether or not you’d like to step up your own company’s game.