By Janette Speyer and Katrina McNeill
One of the biggest trends in online marketing is gamification. This marketing engagement tool is essentially making your app or site somewhere customers can “play” so that it keeps them engaged and invested. Gamification is becoming more and more essential to stay ahead of the competition. To help us all better understand gamification, we will review the best examples and hopefully inspire you to integrate it into your marketing plans.
One of the less obvious examples, but it’s good to go through a range of applications. This professional networking website uses a progress bar to show you how far along you are in completing your profile. Getting to 100 percent takes time and becomes a compelling achievement. About a year ago, LinkedIn started seeing a new member rate of more than two new members per second.
This one is here because it is a classic example of a gamification app that uses rewards or badges to encourage engagement. This app allows you to “check in” to entertainment destinations such as your favorite TV Show, Movie, Music, Video Games, etc. It is much like foursquare, yelp and other physical check-in apps, GetGlue took their inspiration from the pioneers and tied it to entertainment.
An example of virtual currency incentivizing, Shopkick utilizes game mechanics for users to engage with specific products. By incenting users with specific offers prior to entering a retail location, users can then interact with those products in store and earn points which translate to virtual currency. A pretty good motivator for most!
This one might seem kind of obvious because it is a game, but the gamification aspect of it is actually the leaderboard. A leaderboard is a gamification concept well known to any facebook user that gives an element of competition and make players want to keep engaging. The game can be relatively boring, but a competitor want to keep seeing his score climb on that leaderboard which makes it a great tool to encourage your audience to return again and again.
The many faces of gamification
It has so many applications as we have just seen; badges, rewards, competition, virtual currency and countless more! The major idea behind it is finding a game like element to implement to your site or app that drives user engagement to continue. It is very much about psychology and understanding what sort of gamification will encourage your audience to return.
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