Gamification




What is gamification

What is Gamification?

Gamification is the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals. Gamification taps into the basic desires and needs of the users impulses which revolve around the idea of Status and Achievement.

What is gamification
History

History

The oldest example of gamification are Frequent Flyer Programs that airline companies offer as a part of their customer loyalty programs.

Gartner spurred the popularity of gamification in 2010 by saying that "More than 50 Percent of Organizations that Manage Information Processes Will Gamify Those Processes" and also added Gamification to their hype cycle. In 2016 more and more companies around the world use gamification to motivate employees, get better feedback and increase sales

Psychology

Psychology of Gamification

Gamification includes a number of psychological concepts, especially regarding motivation, behavior, and personality. Deep fluency and understanding of these concepts is one of the most important keys to proper gamification implementation.

Gamification can be applied to many facets of technology and has evolved in the recent years. Over 70% of Forbes Global 2000 companies surveyed in 2013 said they planned to use gamification for the purposes of marketing and customer retention

Case Studies

Case Studies

Enterprise Gamification Case Stats and Figures

  1. SAP: The SAP Community Network regamified its already-mature reputation system, increasing usage by 400% and community feedback by 96%
  2. SAP Streamwork: added gamification in brainstorming groups and grew generated ideas by 58%
  3. Onmicare: introduces gamification to its IT service desk, getting a 100% participation rate from teams members
  4. Astra Zeneca: gamified medicine training gets 97% of their large network of agents to participate, with a 99% Completion Rate
  5. CaLLogix: reduces attrition by 50% and absenteeism by 80%. The company saves $380,000 per year
  6. Slalom Consulting: participation of employee name recognition program increased from 5% to 90%, and recognition scores improved from 45% to 89%
  7. Galderma: pharmaceutical company, uses gamification to train their sales division regarding new products. Despite the voluntary participation, nearly 92% of targeted employees ended up playing
  8. Spotify and Living Social: replaced annual reviews with a mobile, gamified solution with over 90% of employees participating voluntarily
  9. Objective Logistics: the company motivates the employees through behavioral rewards and increases their profit margin by 40%
  10. Inside View: gamifies their employee social media usage and increased Twitter updates by 312%
  11. Keas: employment wellness program that increased employee engagement with healthy activities by 10,000% (100x)
  12. Google: designed a Travel Expense System resulting in close to 100% of employee compliance for travel expenses
  13. Deloitte: training programs that are gamified took 50% less time to complete and massively improved longterm engagement
  14. Engine Yard: increased the response rate for its customer service representatives by 40% after posting response-time leaders to all employees
  15. Nextjump: uses gamification to get 67% of their employees to go to the gym
  16. Bluewolf: gamified online conversations and posting increased employee community activity by 57%
  17. Ford Canada: gamified it’s learning portal for employees and increased actions per user by 100% within 5 weeks
  18. Blueshield’s Wellivolution: Team gamified system resulted in 80% of employees participating in at least one wellness program, and 50% of employees dropped smoking behavioral
  19. Idea Street: the Department of work In UK used game mechanics to get 120,000 people to contribute 4000 ideas, with 63 of them implemented in the marketing department
Sales

Sales Gamification Case Stats and Figures

  1. Autodesk: gamified the free trial, incentivizing users to learn how to use the program and offering both in game and real word prizes, increasing trial usage by 54%, buy clicks by 15% and channel revenue by 29%
  2. ePrize: increased the participation in their sales event by 10% by creating a participation-based point economy
  3. LiveOps: call center reduces call time by 15% and increases sales by over 8%
  4. Domino’s Pizza: created the gaming app Pizza Hero and increased sales revenue by 30% by letting customers create their own pizza with an app
  5. Moosejaw, clothing company, that used an innovative gamified system that saw 76% of sales revenue come from gamified activities, including 240k social media impressions, resulting in a 560% ROI from initial marketing expenditures
  6. Silver Grill Cafe: received a 66% Return on Investment for having its waiters/waitresses play a cross-selling game
  7. Cisco: used gaming strategies to enhance its virtual global sales meeting and call centers to reduce call time by 15% and improved sales by around 10%
  8. Popchips: uses games to personalize mobile advertising and has seen its sales rise 40% leading to $100 million in sales.
  9. Extraco Bank: raised customer acquisition by 700% through gamified system
  10. Lawley Insurance: with a 2-week contest, the company closed more sales than the previous 7 months combined
  11. Playboy: in its Miss Social game, 85% of their users play more than once, with 50% returning a month later, resulting in a 60% increase in monthly revenue
  12. Kill The Paper Invoice: increased website visits by 108.5%, and a conversion rate of 9.38% through a gamfiied system
  13. Ford Escape Route: with this game, Ford’s customers bought over $8 million in vehicles, with 600% increased likes on FB page, and over 100 million impressions on Twitter
  14. Investorville: with a property-investing game, Australia’s Commonwealth Bank created 600 new loans
  15. Hewlett Packard: launched Project Everest to give rewards like holidays and other goods to the best reseller teams and saw a 56.4%.
Consumer

Consumer Behavior Gamification Case Stats and Figures

  1. MTV My Chart: lets users create their video chart based on various game dynamics, and obtained 500,000 votes and 150,000 videos viewed within 3 months
  2. Joiz: a Swiss television network increased sharing by 100% and social referral traffic by 54% with social infrastructure and gamification technologies
  3. Muchmusic.com: increased their music userbase by 59%
  4. Marketo: layered a game platform on their community and saw a 71% lift in daily activities, 36% increase in ideas submitted and 48% increase in question replies.
  5. Interscope Records: the company obtained a 650% increase in engagement and interaction with the website
  6. Verizon: users spend over 30% more time on-site with social login games versus a regular site login
  7. Allkpop: during the week long promotion of game mechanics, the online news site experienced a 104% increase in shares, 36% in comments, and 24% in pageviews.
  8. SessionM: offers mobile publishers a platform for adding game mechanics into apps, increasing 35% in retention and reduced bounce rate by 25%, all while seeing 40x increase in engagement rate in social activities
  9. Buffalo Wild Wings: the campaign generated more than 100 million social impressions on SN, as well as a 500% increase in participation rate
  10. Green Giant: generated 420,000 likes on Facebook through their gamified system
  11. NickTV: introduces a game-based role-playing platform as heroes and within 2 months obtained 750,000 pages views (200% the amount of the usual traffic for the entire nicktv.it website), over 50,000 users and over 4,000,000 sessions on the website, with an increase in time spent on site by 25%
  12. More than a Game: The interviewer changed the formulation of surveys, obtaining a 98% response rate and a 87.5% in descriptive words within answers
  13. BlurbIQ: introduced Interactive Video Interruptions and within two weeks obtained 915% more interaction, 1400% increase in click through rate and 95% increase in recollection
  14. Bell Media: increased customer retention by 33% by incorporating “social loyalty” rewards on its website
  15. Club Psych USA: saw a 130% jump in page views and a 40% increase in return visits towards the game
  16. American Express: the company has gotten over 2 millions likes on Facebook through their Nextpedition gamified system
  17. Verizon Wireless: more than 50% of site’s user participate in this gamified environment and spend 30% more time on the site
  18. Topliners: introducing the gamification in the community lifted active users by 55%
  19. SAP ERP: introducing game mechanics improved user participation with telepresence increasing by 29.75%
  20. Ask.com uses game mechanics to increase user engagement through real-time notifications and activity streams, increasing answered questions by 23% and votes by 58%
  21. MuchMusic.com implemented a social loyalty program, rewarding users with tangible gifts such as concert tickets and led to weekly activity increase by 59%
Science

Scientific research related to the effect of Gamification

  1. Research findings support the impact of levels, badges and a (dummy) feedback system connected to a study course, results were significant, with 18.5% higher average grade for students enrolled in the gamified course.
  2. Research findings support the impact of levels, points, leaderboards, streaking and visual storytelling to improve participation in crowdsourced assessments. Results were significant with an increase of 347% of participants returning for recurrent participation. (compared to control group)
  3. Research findings support the impact of point based levels (Status titles) and leaderboards to IBM’s internal social network service. Short term impact showed 92% increase in comments posted, within this research long term engagement was also measured and an increase of 299% more comments posted was found compared to the control group.
  4. Research findings support the impact of narrative, leaderboards and countdown timers to an online training. Results were significant with a 61% increase in participation for an online training.
  5. Research findings support the impact of narrative, levels, quests, countdown timers, immediate feedback, guidance systems, visual story telling, surprise events and flow (matching ability and difficulty) to an online tutorial. Results were significant with users learning via the gamified tutorial showing increased ability by finishing tasks 135% faster compared to the control group. Additionally the users expressed much higher satisfaction in regards to using the system.
How is it made?

How is it made?

Gamification is the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals. Gamification taps into the basic desires and needs of the users impulses which revolve around the idea of Status and Achievement.

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