Gamification Isn't Just Fun and Games

When you are bidding for an item on eBay, you usually don’t feel like you are playing a game. However, eBay was one of the first web spaces to add gamification to their site successfully, as Yukaichou points out. But how does eBay use gamification? Adding a rating system, the competition for items, and the star system all tap into gamification, which is appealing to consumers. Many companies are using that appeal to drive their business up.

But creating a successful gamification strategy isn't just a matter of turning something into a game. It requires research, planning, and the right execution. When determining the best gamification strategy for your business, as Gamification.org explains, you should ask yourself these questions:

What is your main reason for gamifying your product or service?

What are your goals for the gamification?

What benefits do you hope to gain from gamification?

These three questions can help you determine if it is best to create your own game, or simply leverage an already existing and successful gaming platform.


Existing Game Platform

Leveraging an already existing game offers the benefits of having most of the work done and utilizes the existing target audience. Duane Reade recently connected their business with the popular mobile game Ingress, as RetailTouchPoints.com highlights. The mobile based game requires players to visit brick-and-mortar establishments to play. Players collaborated, tweeted, and talked about the store online, and visited their locations.

Best Buy partnered with Zynga’s most popular Facebook game, CityVille to become the first branded shop, allowing the more than 71 million players to earn badges, win prizes, and buy virtual items, according to Yukaichou. Connecting with Zynga improved brand recognition and improved social media presence, but also drove up sales for Best Buy.

Businesses that are seeking a broad target market that is already established should think of leveraging through an existing game. Also, linking your brand in an already existing game is helpful for building brand loyalty, as it links the player's emotion from the game with the brand itself. With the large influx of new games, competition for player's attention can be hard to attract. Leveraging existing games ensures visibility.

Game Creation

Creating your own gaming platform allows you to customize the game to fit your own business, focus directly where you want it, set your own reward system, and gain more attention. Nike created a gamification campaign in 2011 that had players battling against the weather to save virtual athletes from freezing, as Trendhunter reveals. Their current campaign lets players buy a Nike+ Fuel Band, and join the app to compete.

Creating your own game platform can allow you to highlight your products and services. Imagine hidden object games with players finding your products, an adventure game using your company mascot, or an arcade game that mimics your services. These games can often be made available to implement in several places, including your own website, on a gaming site, or on a mobile platform.

Businesses that are trying to reach new markets, introduce new products, and gain more visibility available through leveraging an existing game should consider new game creation. Any business that has a fresh and unique idea may fare better allowing it to stand alone in a new game to test the waters with.

Alex Carson

Alex is part of the marketing team at Social Media Frontiers; he also runs his own blog where you can see this article and others at Alex talks Social Media.

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