GAMIFICATION: WHAT IS IT?

Gamification is the application of typical elements of game design and game principles in non-game contexts. It entails using game mechanics like point-scoring, challenges, rules, rewards and player competition to motivate target behaviors in environments unrelated to games, like schools, offices, stores and more.

Effective gamification strategically implements familiar gaming constructs the average person intrinsically understands from casual play and interacting with technology, social media and the like. Game techniques act as a layer integrated on top of normal activities to enhance interest through friendly competition, addictive escalation/reward loops and a sense of achievement. Interactive challenges tap into natural desires like gaining social status, winning recognition and completing tasks discovered through exploration.

For example, a retail website may reward members points for product reviews which unlock special sales and virtual badges displayed on a leaderboard. An interactive quiz using avatars and tiered question difficulty could help students learn material. Fitness trackers gamify activity with progress bars, sharing mileage achievements and reward milestones with digital trophies. The competitive thrill and dopamine hit of leveling up acts as positive reinforcement and feedback.

Gamification capitalizes on peoples’ innate drive to complete objectives, gain skills, overcome obstacles and socialize. Setting goals, tracking advancement and competing, albeit playfully, taps human tendencies for comparison and self-improvement. Transposing game elements into non-play contexts frames mundane duties as engaging adventures with meaningful incentives bound by overarching rules that promise prizes for succeeding.

The approach can motivate target behaviors across contexts like wellness, sustainability, education, performance management, civic engagement and more. Embedding game principles aims to inspire impassioned participation where ordinary incentives may fail to engage an audience. While still evolving, gamification’s applicability is far-reaching with recognized impacts spanning enhanced learning, increased productivity, influenced purchase decisions and lasting user retention.