Question

Topic: Strategy

Gamification In Marketing

Posted by Anonymous on 3/18/2013 at 2:41 PM ET 125 Points
Gamification is becoming a big trend, including in fields such as Marketing. Companies are increasingly taking advantage of this tool, and a great deal of literature can be found on the topic.

What I would like to address through my question here, however, is the individual. Thus, my query is the following:

What does our drive to accomplish tasks through games/gamification reflect about us as individuals and as a society?

Think of some of the most successful gamification examples, such as the smartphone app Foursquare and Nike's Nike+ campaign.

Please don't refer me to literature or articles, as what I would like to read is your own comments. Feel free to elaborate and debate. I would like as many responses as possible.

Thank you in advance!
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RESPONSES

  • Posted by SteveByrneMarketing on 3/18/2013 at 3:50 PM Member
    Gamification, as in Pointsification, seems to be a trendy "term of art" trying to become more important and all encompassing than it really is. I agree with predictions that it will fade away in its current usage, and perhaps get a new life down the road but under different terminology. Who knows maybe a term that already exists. But that's just my Guessification on the subject.
  • Posted by Moriarty on 3/18/2013 at 7:16 PM Member
    Take a look at this very site. "Win points!". It's a game.

    So what am I doing here if points means nothing? Learning. Believe me, you learn a lot when you aren't focused on stacking up numbers. That is worth a lot more than the results at the end of a session. After all, a computer can beat you at chess - it will never, ever be able to enjoy losing a closely matched chess game. There are times when winning and losing are the same thing.
  • Posted by Jay Hamilton-Roth on 3/18/2013 at 8:40 PM Accepted
    Gamification is all about status - how you perceive yourself against others. Online, it's easier to create higher status (points) compared to the real world (money? power? free time? passion?), which makes it very enticing. But ultimately to be successful, people need to care about the brand message and enjoy the "game".
  • Posted by Gary Bloomer on 3/19/2013 at 6:44 PM Member
    Strategically, I know what I think—one of my strategic edges that's based on an aspect of game theory is quietly earning one of my clients a handsome monthly return. What do YOU think?
  • Posted by victoria on 3/21/2013 at 3:02 PM Accepted
    I think we have a switch in us that likes to be challenged--is it the ego that drives this, or inquisitiveness (how much do I really know). I myself play a number of games that help me exercise a part of my brain and I find to be a satisfying way of spending down time. I've recently started some brain training games with the knowledge that they can help me develop stronger skills in some areas, as well as enjoying the ability to see where my strengths are.

    I look at the appeal of gamification as being similar to the appeal of golf (and this might be a completely provocative or not widely supported pov from golfers since my experience in that space is limited, this is simply based my own experience); the game of golf is a game against yourself. You're playing with someone but not necessarily against them, the winner is the one with the better score, the score is derived from playing alone.

    The games I play are helping me better at something in a format that I find appealing. If we as marketers can feed into that, then hey, I know I'll be playing.
  • Posted by Moriarty on 3/26/2013 at 11:43 AM Member
    Your choice of respondents clearly demonstrates your attitude to games. Several of the above like games only to win, or to gain status amongst their peers. Only, does this help you in understanding why two black kids pick up a ball and start kicking it around in the dirt of backstreets Kampala? No. They aren't playing for status - they're enjoying being outside on a blisteringly hot afternoon.

    In playing for enjoyment of the game it doesn't matter if you win or lose - and it means playing a vastly superior opponent can be both challenging and meaningful. If you can only enjoy a game because you can lord it over your vanquished means that you can't then enjoy the game itself, you can't enjoy being beaten by someone who is better than you. Nor can you just go out and kick a ball around in the dust - you would be worried about the polish on your shoes.
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