What exactly is
gamification? That's one very complex and perfect question for Tom McMorrow, marketing and gamification specialist - and one impressive social media and new age marketing strategist - at Asterism* Group. See what Tom has to say!
Tom McMorrow: Gamification is the application
of video game mechanics to non-gaming environments. This can range from
implementing just one or two of the core mechanics of a successful video game
to designing a fully interactive user experience. To clarify, successful video
game developers use different video game mechanics to satisfy various human
needs and keep the player engaged. The most commonly used gamification
mechanics are points, levels,
challenges, virtual goods, leaderboards and gifting/charity. Each of these
represents and satisfies a specific human need. Points satisfy our need for reward. Levels satiate our desire for status. Challenges pacify our quest for achievement. Virtual Goods quench our search for self-expression. Leaderboards fulfil our craving for
competition. Finally, Gifting/Charity accomplishes
our ambition of altruism.
So, gamification is another
way for businesses to optimize user engagement?
Tom McMorrow: Precisely. It is important to
note that ‘user’ doesn’t just mean ‘customer’. Some of the most successful
implementations of gamification came when companies used game techniques to
train, motivate and enhance their workforce. As we all know, a happy and
well-trained workforce often leads to greater profits. An example of this can
be found in what has colloquially become known as the Target Checkout
Game.
In the mid 2000’s, customers at
Target had the same major complaint of slow checkout lines. The establishment
tried remedying this situation with additional registers, to no avail. It was
then that Target implemented a system to ‘grade’ employees on their checkout
speed with either a green G or red R. After an employee scanned an item, the G
or R would appear on the screen. The green G meant the time between items was
acceptable, the red R meant the employee was too slow. At the end of the
transaction, the G to R ratio was shown as a percentage. Employees were
notified that scoring below the suggested percentage (82%) they could expect
reprimand, whereas scores above would lead to advancement.
The result: Not only
did Target’s checkout speed metric dramatically improve, but employees reported
increased job satisfaction. This added benefit is due to the ‘game’ increasing
the employee’s sense of agency, or belief that you are in control of your own
destiny. Target is just one example where game mechanics helped optimize
employee engagement, there are many others as well.
Why do websites leveraging
gamification increase opportunities for lead generation and brand loyalists?
Tom McMorrow: Websites that utilize
gamification harness the power of engagement. Many websites are static, and
this drives down the desire for repeat visits. Once a user comes and consumes
the information on a static website, there is no need to stay on or revisit the
site anymore. In addition, there is nothing particularly noteworthy that would
motivate the user to refer other leads to the site. Through proper
gamification, users are invested in site activities. One example is the
gamification of the Quantum of Solace website. Originally, the website was very
static.
Users could watch trailers and download wallpapers but not much else.
As such, repeat visits to the site and lead generation for the franchise was an
issue. After a graphic artist was hired to gamify the website, repeat visits
improved dramatically along with word of mouth buzz. This was accomplished by
allowing each user to ‘become’ a secret agent. Points were assigned to
different activities on the site, and leaderboards were prominently displayed
to show who had the best scores. In addition, the scarcity principal was used
in the form of ‘self-destructing’ messages sent to user’s mobile devices that
offered the opportunity to earn additional points for a limited time.
Results showed that the conversion was extremely successful in increasing both customer retention and brand loyalty. Gamification of websites allows companies to continually engage customers through clever use of game mechanics. Shown below are the ‘before’ and ‘after’ pictures of the Quantum of Solace website. (Images courtesy of Google)
Before:
After:
Is gamification related to
social media?
Tom McMorrow: Yes. While many of us think of
the combination of gamification and social media resulting in a torrent of
Candy Crush invites, there’s more to it than that. LinkedIn, for example, has
the “Profile Strength” meter that fills up and shifts colors to notify the user
of their increasing status. This is a gamified element that directly mirrors
the concept of Levels mentioned previously. In addition, there are also
notifications to show your profile’s ranking and whether it has increased or
decreased. This feature is correlated to the Leaderboard element also cited
earlier. Often utilization of gamification is very subtle, so as to not
alienate non-gaming users.
What do you think is the
coolest thing about gamification - the absolute coolest attribute?
Tom McMorrow: I believe the human element is
the most fascinating component of gamification. That is, the idea that we as
humans perform best when exposed to game mechanics. When presented with a
challenging but achievable situation, the body produces adrenaline that makes
our reflexes faster. Every gamer knows this feeling. Elevated heart rate, pupil
dilation and increased capacity for stimulus processing. This produces what is
known as eustress, or ‘positive stress’. In a properly designed game (or
gamified system), a user will be in a eustress behavioral loop (EBL).
In an
EBL, the user is faced with an achievable challenge which produces eustress.
When the challenge is complete, the user’s system is flooded with dopamine which
motivates them to continue. This ‘tense and release’ structure is the hallmark
of good games and gamified systems. The ability for gamification to bring out
the best in people’s performance is what I find the most interesting. A good
gamified system should engage your customers similar to the eustress behavioral
loop.
So, gamification drives
brand awareness and user engagement? Does that mean gamification should be a
component of any competitive marketing plan?
Tom McMorrow: Used properly, yes. An ideal
example of this is the creation of the America’s Army video game. In the late
80’s, the US Army attempted to rebrand itself as an adventure as opposed to a
responsibility with the “Be all you can be” campaign. Despite this makeover,
recruitment was exceptionally slow even into the 90’s. At this point, the Army attempted
to entice young recruits with scholarships, with dismal results. In 2002,
retired colonel Casey Wardynski created the America’s Army video game, allowing
players to virtually experience the armed forces. The game became the single
most cost-effective recruitment tool in the military’s entire history,
according to sworn congressional testimony by the Army. The project took 10
years and $33m to build out of the military’s $700m annual budget for
recruitment.
A study was done in 2008 by MIT that found that 30 percent of
young Americans had a more favorable view of the Army due to playing the game.
Also, the America’s Army video game was proven to have a more substantial
impact on recruitment than all other forms of advertising combined. While not all companies have the budget of the US Army,
even small uses of gamification can yield inexpensive solutions to tough
problems. It is my sincere hope in the coming years that more companies adopt
gamification as another tool in their overall marketing approach.
Is gamification right for
all businesses? What are the ideal demographics and targets for gamification
success?
Tom McMorrow: While I can’t speak for all
businesses, I feel gamification has an appropriate place in most companies. While many people assume
that the ideal demographic for gamification success is the millennial
generation, this is not entirely true. Millennials are most likely the target
demographic for an immersive user experience such as Americas Army. However,
older generations may require a more nuanced approach. For example, say a
doctor’s office wanted to create an app to remind their aging Baby Boomer
patients to take medications on time. While an interactive experience may be
overwhelming, there is a strong probability patients would respond to gamified
elements such as progress meters. The demographic for gamification as a concept
is all ages; however the implementation must be modified for different age
cohorts to achieve maximum benefit.
What's your favorite
gamification creation - badges, challenges, gifts. Or, is it all game
mechanics?
Tom McMorrow: All gamification elements are a
direct translation of good game mechanics. That being said, I feel different
personality types have certain game mechanics they respond best to. People with
exceptional generosity tend to enjoy the mechanic of gifting. Others who are
strongly status oriented may be drawn towards levels. Personally, I am
hardwired to get the maximum enjoyment out of personal accomplishment. As such,
I feel challenges are most rewarding to me. The knowledge that I completed an
exceptionally difficult challenge is incredibly satisfying.
What is the future of
gamification, for business marketing, personal branding and overall awareness
campaigns?
Tom McMorrow: Over the past ten years, we have seen an explosive growth in
the mobile device market. The widespread use of smartphones ushered in the
personal device event horizon. As such, it is my firm belief that the future of
gamification is headed towards mobile consumption. Wawa (a regional convenience
store) recently released a mobile app for its “Hoagiefest” promotion. Finance
apps such as Personal Capital allow investors to monitor and interact with
their portfolios in a gamified way. There are even apps to monitor users sleep
patterns and help them maximize their rest. I believe the next logical step is
wearable smart devices such as smart watches and Google Glass. It is my hope to
see such devices incorporated into everyday life. The possibilities of
gamification on these emerging technologies is near limitless, and companies
would be wise to start allocating resources in that direction. Gamification is
rapidly emerging as a winning strategy, from lowering training costs and
improving employee efficiency to maximizing brand recognition and loyalty.
While the future is impossible to predict, I can say this with certainty:
Gamification is here to stay, and for companies that play to win, it can help
them get to the next level.
Tom McMorrow is the Marketing/Gamification Strategist at the
Asterism* Group. Tom is an expert in Game Design and Development, with a passion for marketing and social media. Visit www.asterismgroup.com.
