Gamification is the application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service. Another definition is gamification is the concept of applying game-design thinking to non-game applications to make them more fun and engaging.

Gamification is playing a huge part in marketing and business in general. Although, many consider gamification as a fad, I think a properly implemented gamification system can have a successful outcome. I will discuss how a successful gamification system can extend relationships, engagement, drive employees and customer loyalty.

Gamification attributes fun, fast feedback, play, transparency, competition, collaboration, and design.

The first factor that determines a successful gamification strategy is intrinsic motivation. Intrinsic motivation is a drive that comes from within, inside an individual and not from external (extrinsic) sources.

Andrzej Marczewski’s RAMP theory illustrates that there are four key motivational drives which should be used to implement a successful gamified system.

• Relatedness: social status, connections, belonging.
• Autonomy: creativity, choice, freedom, responsibility.
• Mastery: learning, personal development, levels.
• Purpose: altruism, meaning, a reason why

Relatedness is the “glue” in making gamification successful. A lot of people have the desire to interact and be connected with others; there is a sense of belonging and being connected.

Gamification examples:

Deloitte, one of the world’s largest consulting firms in the world used Badgeville gamification and behavior management platforms to connect their consultants across the globe. The purpose was for all consultants around the world to share knowledge and expertise. With help from Yammer (social media platform) and the Geo-location system Who, What, Where and Badgeville mobile SDK, they created a mobile application that rewarded their consultants for “checking in”. According to Deloitte, they have seen an increase in knowledge sharing and better collaboration between the company and employees.

Deloitte created a leadership academy, an executive program that enables their executives to through training. To gamify, they used missions, rewards, ranks, status and more. They saw an increase in user retention, active user engagement, and adoption.

Coca-Cola is one company that has been very innovative with their marketing campaigns by using gamification. In South Korea, Coca-Cola used a vending machine challenge at a mall for visitors to dance for a chance to win a free coke. A different challenge was created in Europe, which challenged commuters to be James Bond to promote the release of Skyfall.

Nike is another company that is using gamification to engage with their customers. Nike started NikeiD shoes, it allows customers to customize their own shoe with their favorite colors, materials, sizing, and any other personalization a customer may wish.

Air Miles gamify travel by encouraging customers to collect miles that in return they can exchange for goods and services. To build up more points, customers buy extra flights. Through this model, it enables airlines to increase ticket sales since customers buy extra flights to build up points.

These examples showcase that a properly implemented gamification system can increase engagement, drive employees and customer loyalty.