Gamification in the 21st Century

Gamification is rapidly growing due to the advancement of technology in the 21st Century. The ideology of the concept is based on the capacity to sell a brand or product by attracting consumers on a deeper level through Gamification. This can be achieved through various mediums, such as mobile phone apps and the Internet, by applying game mechanics in non-game environments to make the experience more engaging for the individual. These experiences are often called Meta games and one of the biggest challenges is making the game attractive to a wide demographic group, they aim to encourage long term interest in a product or brand (Playgen, 2012).

Gabe Zichermann is a well known entrepreneur and author, he is the creator and CEO of Gamification Co. The video below is from 2011 and was filmed for TED Organisation, it helps to further understand the concept of Gamification (Zichermann, 2012).

The WANTED Analytics found that the demand for Gamification skills in the workforce has increased dramatically since last year. The hiring demand for skills in Gamification have risen 293% from 2011. The top 5 most in-demand jobs for Gamification Skills include Marketing Managers and Marketing Research Analysts. For that reason my chosen field (Marketing and Advertising) is being heavily influenced by Gamification (Lombardi, 2012).

The Playgen website states that “…if a game is related to a product it can help the product earn greater value in terms of its consumers.” (Playgen, 2012). Perhaps this is why many advertising companies are investing in the Gamification of their product or Brand. I have found two great examples of Gamification being used through adverts for two very successful companies Nike and Bing.

There are many differences between regular forms of advertising and Gamification. The main difference is the active participation made by the consumer which helps promote the product in ways which have never been used before. By inviting individuals to behave in a certain way in regard to the brand it creates a long lasting relationship between a consumer and a product. Gamification allows advertisers to fulfill a consumer’s desires and needs through rewards, challenges and achievements in a game-like environment (Playgen, 2012).

“…it is estimated that in the US alone over 3 billion hours are dedicated to gaming. The gamification audience is already out there and by successfully implementing this concept, a product could easily expand globally” (Playgen, 2012)

Gamification allows marketers to link consumers to marketing campaigns. Progression is one of the most important factors to Gamification this could include; high scores, points, recognition from peers and rewards which are very motivating to a consumer. As a result of this brands should use these motivating factors to their advantage in future Marketing plans to engage and sustain consumers (Campaign, 2012).

Gaming elements when incorporated into a non-game setting is believed to be the next generations approach to advertising. The growth of Gamification is expected to reach up to $3.6 billion by 2017; and additional figures indicate that 80% of Global 200 companies will be utilizing Gamification by 2017. In order for Gamification to be most effective advertisers need to understand the consumer’s extrinsic and intrinsic motivations (Research, 2012).

To conclude, my chosen profession of Advertising and Marketing has used and currently is using Gamification to enhance performance in the field. Gamification is a highly sought after skill in the field as it is a growing area in Advertising and Marketing. The use of Gamification helps to engage and keep consumers by creating a long term relationship with a brand or product. There have already been some very successful ad campaigns that have used Gamification such as the Bing and Nike example above. I strongly believe that Gamification in the Marketing and Advertising field has only just begun, and there will be lots of exciting new uses of Gamification to come.

References

Is Gamification the next big thing in marketing? (2012). Campaign (UK), (3), 25-25.

Lombardi, A. (2012). Got Game? Job Ads for Video Gaming Talent. Retrieved from http://www.wantedanalytics.com/insight/2012/09/12/got-game-job-ads-for-video-gaming-talent-increasing/ on the 14 November 2012

Playgen. (2012).The Principles of Gamification. Retrieved from http://playgen.com/the-principles-of-gamification/ on the 14 November 2012

Research, A. M. (2012). Research and markets: Gamification 2012 – 2017: Opportunities and market outlook for next generation Brand/Product advertising through embedded gaming. Business Wire (English),

Zichermann, G. (2012) Gabe Zichermann. Retrieved from http://www.gamification.co/gabe-zichermann/ on the 14 November 2012

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