Glossary • Gamification
What it means:
Gamification is a tool that utilises game mechanics to offer incentives to users who engage frequently. Gamification typically rewards users for taking a pre-determined action that leverages their natural competitive nature. Frequent flyer programs and points collecting are examples of rewards that customers will go after by implementing gamification tactics.
According to Gamification by Design co-author Gabe Zichermann, “gamification is 75 percent psychology and 25 percent technology.”
Gamification tools work by giving users the motivation to get involved (the chance to win, receive rewards or gain recognition), the ability to carry out a task, and the trigger to take action. 70% of business transformation efforts fail due to lack of engagement, so gamification tactics are now used by many businesses to successfully drive user engagement.