The Gamification Loop
Hook users by gamifying their experience with your product
Gamification has long been a buzzword in the business world. With some companies nailing it and many many others missing the mark. It refers to the process of integrating game-like elements into non-game contexts to encourage engagement, motivation, and participation. The gamification loop is a concept that outlines the key stages of implementing gamification in a business context to achieve growth and success. Let's explore the gamification loop and have a quick look at some companies that have successfully leveraged gamification to achieve their business goals.
The Gamification Loop
The gamification loop is a process that outlines the key stages of implementing gamification in a business context. The loop consists of four stages:
Define Business Objectives
The first stage of the gamification loop is to define the business objectives. This involves identifying the key areas of your business that require improvement or growth. It's essential to have a clear understanding of what you want to achieve through gamification and how it aligns with your overall business strategy.
To achieve this, you're likely looking at conducting both a quantitative analysis by look at your web stats, databases, and anywhere else you might have been collecting data on your customer's behaviours.
Identify User Behaviors
The second stage is to identify the user behaviors that you want to encourage through gamification. This involves understanding your target audience and their motivations. It's essential to identify the behaviors that will help you achieve your business objectives. This can usually be achieved by means of qualitative User Experience studies by interviewing (or surveying) customers to find out what makes them tick and how they spend their days.
Design Game Mechanics
The third stage is to design the game mechanics that will encourage the desired user behaviors. This involves creating a set of rules and feedback loops that motivate users to engage with your product or service. Game mechanics can include points, badges, levels, leaderboards, and rewards. A pioneer in this field is Amy Jo Kim. It's worthwhile reading her material on gamification.
Test and Refine
The final stage is to test and refine your gamification strategy. This involves gathering feedback from users and making adjustments to improve the user experience. It's essential to continually monitor and optimize your gamification strategy to ensure it's driving the desired user behaviors.
Some examples of Companies that have successfully used Gamification:
Nike
Nike's running app, Nike Run Club, is an excellent example of gamification in action. The app tracks users' running progress and provides them with badges, trophies, and virtual races to encourage continued engagement. The app also includes a social component that allows users to connect with friends and share their progress.
Duolingo
Duolingo is a language-learning app that uses gamification to motivate users to learn a new language. The app includes game-like elements such as levels, points, and rewards to encourage users to continue learning. The app's approach has been successful, with over 500 million downloads worldwide.
Starbucks
Starbucks' loyalty program is a prime example of gamification in action. The program rewards customers with points for purchases, which can be redeemed for free drinks and food items. The program also includes a mobile app that allows customers to track their rewards and receive personalized offers.
McDonald's
McDonald's has leveraged gamification to encourage customers to engage with its brand. The company launched a mobile app that includes a game called "McPlay." The game allows children to collect virtual toys and unlock special offers, while parents can earn rewards for purchasing specific items.
Fitbit
Fitbit is a fitness tracking device that uses gamification to motivate users to achieve their fitness goals. The device tracks users' activity levels and provides them with rewards such as badges and trophies for achieving specific milestones. The device also includes a social component that allows users to connect with friends and compete in challenges.
Domino's
Domino's has used gamification to increase customer engagement and loyalty. The company launched a mobile app that includes a game called "Pizza Hero." The game allows customers to customize and order their pizzas while earning rewards for completing specific challenges.