Gamification is predicted to touch $ 40 billion by 2024 (Reference). We can expect 87 percent of retailers using it in their operations by the year 2023. Be it Starbucks or Nike, everyone is trying to utilize gamification to achieve its targets. While there are endless examples to prove it’s efficiency, but what really makes gamification successful in the real world?
What makes it so tantalizingly powerful?
The most basic answer would be its ability to trigger emotions that other marketing strategies are not capable of inducing. It is not only useful for the brands, but it also provides several valuable benefits to the users as well. It adds a layer of thrill, along with improving productivity and sustainability.
Reasons that make gamification successful
Let us discuss the vital points which make gamification strategies a massive success –
- It gives users a sense of control
An important thing that gamification does well is to let the users take control. It doesn’t decide the course on behalf of them. It is human psychology to repel anything which takes away the power from their hands.
The reason behind the massive success of gamification is that it lets users decide their path and then reap the rewards of their choices, be it good or bad.
Users can change the difficulty, take the next lecture, or play a different challenge, and it is what ensures that they keep coming back to explore. If you do not like your current selection, you can start all over again.
- It gives a sense of achievement
Sense of achieving something is a great driving force, and it can bring in a lot of users regularly. What gamification does well is it lets you feel that you are achieving something every time you cross a level or complete a lecture.
Not only that, but they also ensure that your sense of achievement is acknowledged. You get rewards for completing various stages that can be useful in real-life. Besides, they don’t forget to congratulate you every time you achieve something significant on their platform.
- It induces competition
Healthy competition is a strong driving force that can lure a lot of users to come and compete. Various gamified strategies let you compete against real-world people or yourself. It not only keeps you on your toes, but it also ensures that you are continually improving too.
A gamification environment is like a vast open field. You can get real-life followers, you can find ferocious competitors, and you can find companions. Besides, when you get to see a leaderboard with your name on top, it automatically provokes you to play better to keep the spot.
- It helps you in achieving goals
We are born competitive, and we love an environment that lets us keep the fire. Gamified strategies help you to improve your previous bests and to achieve goals, howsoever small they may be.
Let us take an example of a fitness app. It shows you the statistics of the previous day where you walked 10,200 steps. It not only makes you feel good, but it also provides an enthusiasm to walk 10,500 steps soon.
It not only lets you compete with yourself, but it also enables you to compete with others as well. When we see a leaderboard and find ourselves to ranking below someone, we feel an urge to improve and topple.
- It exudes a feeling of exclusivity
When you get on a train or a plane, there is not much difference between economy class and business class, apart from a few benefits you get. The ultimate objective remains the same, but it is the experience that matters.
You get a different experience when you travel in a higher class, which brings in a feeling of intrigue and pride. Gamification lets you herald on to unknown paths and secret missions that are exclusive to a few users.
What it does is it gives users a feeling of exclusivity. They keep coming back with the hope of winning exclusive gifts, embark on a special mission or fight a unique opponent. All of it is a significant booster without you even realizing it.
For gamification to work, it must have its elements in line with the company goals. We can talk about its success concerning either side, be it from the organization’s purview or the users one.
For organizations, it gives them a way to make their marketing techniques much more engaging while not being overpowering. For the users, it makes them compete and improve while being relatively stress-free.