Even in the governance of digital and new technologies, sentiment remains a key lever for generating commitments. Gamification strategies are used to satisfy, retain or rally users, associates, customers, etc. Inspired by various playing techniques, these devices provide an enjoyable and participatory experience. In 2022, participation is at the heart of facilitation processes. Pay attention to these popular tools.
Gamification in a nutshell
Like any marketing strategy, gamification, also known as gamification, puts the user at the center of the actions. As its name suggests, it is about making fun of actions that were once considered “serious” or “important”. The expected results are the same as for any other communication operation.
With gamification, it is above all a question of encouraging action and commitment through play. The taste of adventure, challenges and victory is intrinsic to human beings. Thus, gamification focuses on these aspects to influence behavior. Video games, board games and other fun activities thus involve many exploitative techniques. Generating commitments, gamification is now applied in various fields: interactive collaboration, teaching, training, advertising campaigns, etc.
The strategy is based on the restoration of specific elements of the games. It can work with progression levels and reward. It also borrows the possibilities of identity or personalization from video games: avatars, characters, etc. The gamification strategy is easily transferable to any context and can be applied to all projects. Therefore, it is a method accessible to all sectors and all goals.
Gamification in practice
If gamification is spreading more and more, it is because it has proven itself in various fields. There is also an increasing demand for the skills of a competition building agency (Example: ClicknCom) among companies.
Gamification is accessible to customers, children or teenagers, as well as adults. Given the 40-year-old average and gender parity, the appeal of video game performance was further strengthened. In this sense, it is an excellent idea to take the mechanisms of these leisure activities to develop a project. Nevertheless, the effectiveness of the strategy depends on the relevance of the procedures used.
Gamification is available in a number of techniques, which vary according to the nature of the project and the objectives to be achieved. In digital, for example, gamification is done through software or applications. In physical encounters, it is manifested through actual actions or animations.
In practice, the system is based on the challenge and commitments it is capable of generating. This is how entertainment is offered in a professional environment and in B2B, even B2C exchanges. The challenge is to arouse interest and evoke emotion, especially positive and engaging. Messaging and behavior modification are the cornerstones of a good simplification strategy.
The proliferation of facilitation strategies in all areas testifies to its interest and is also linked to the place that social networks take in everyday life. Twitter and Facebook are the most famous, but the TikTok phenomenon is the undeniable proof of this success. Gamification is not limited to engagement, but develops the creativity of targets: customers, customers, users, etc. Competitions are often very successful!
A good facilitation strategy involves adapting the competition according to the target and its needs. It should have very specific objectives in mind and be tailored to the project. So during the design phase, it is important to be interested in the requirements, but also in any constraints. In other words, implementation anticipates breaks such as disinterest, loss of control or lack of time. Then, profile identification is required. Do targets prefer solo play or are they more driven by cooperative play? Finally, still in design, knowledge of their practice and their presence on social networks is essential.
The rules of the game should be transparent, clear and above all fair.
Gamification and its benefits
Gamification strategies have a major impact on the behavior of Internet users, acquired and potential customers. Marketing techniques used to engage players can generate 13% and 22% upvotes in shares and comments, respectively. Thus they are proving to be powerful marketing levers for expanding audience, improving e-reputation or building customer loyalty. About 29% of Internet users also respond positively to contests and other fun practices.
Gamification is now used by 2/3 of companies in France to motivate or encourage a goal. As online commerce grows and competition intensifies, Internet users are increasingly expecting user experience Positive and personal.
Interactivity and surprising effects are the first customer acquisition tools with Gamification. An Internet user visits a site and finds, for example, a treasure hunt with winning prizes. He launches, participates for a certain period of time, and retains this experience. Here, the originality of the sensations generated during the game stimulates memory. It allows the brand or company to stand out from its competitors. Reputation improves with a friendly and friendly image compared to participants, loyal customers or earned.
Sometimes, games have made such an impact on people’s minds that it goes viral, an important asset on the web as each company is looking to share with their community so as to naturally benefit from the new. clue, In fact, the collection of information required for registration or participation is a powerful technique for getting to know the target better and feeding it to its CRM. In fact, this data serves as a basis for improving offers to win over other participants, other prospects. Any marketing strategy is also based on strong knowledge of the customer.
Some brands choose to launch a native application to encourage customer creativity. “Pizza Hero” by Domino’s Pizza enabled the brand to avail 30% growth on all their orders. The principle is simple though: the customer gets his pizza thanks to the application. This prospect works by stimulating Internet users and encouraging them to try and then adopt.