The notion that a games mindset and the use of game approaches can revolutionise behavior, motivation and engagement has already been proven. Digital product innovation companies, such as Play Consulting and others like it are doing it daily, across a heap of different sectors, from healthcare to retail.
Despite this, game mechanics such as points, challenges, leaderboards, levels and badges won’t make much difference on their own. Gamification can only be applied once you understand the core of a product or service, and that the focus should be on the user, solving real life problems for real people. From there the right tone can be created, core loops optimised and re-engagement crafted.
Billions of people dedicate much of their free time to playing games, which are ultimately designed to provide joy to the user. They do this by delivering that ‘win’ moment, emotional engagement, and a change in the user’s behaviour. Businesses attempting to replicate this in the workplace can only benefit from it.
Gamified Since Birth
The growth of mobile platforms and devices have seen games expand with great speed over the last two decades. The games market has beaten both music and cinema, and is now estimated to be worth $100 billion and continuing to grow 9% every year. The number of players has grown alongside it with an estimated 100 million gamers in 1995 to a huge 2.6 billion now.
Mary Meeker’s latest internet trend report has shown that games are causing a huge societal trend. This report focused on how Millennials and Generation X have been gamified since birth. They’ve grown up with games and because of this understand the games mindset. This means the next wave of employees, customers, business leaders, regulators, partners and suppliers will all be wired to understand, respond and thrive on games.
Some of the biggest companies are already making gamification a key approach in their products. Facebook, Trip Advisor, LinkedIn, Fitbit and Tinder are all examples of this. With gamification now being a foundation to digital success.
Games are the context in which new technologies – such as VR, AI and AR – can be introduced, optimised and reinforced. Below is what we know about the acceleration of the games trend so far:
- Understanding, accepting and responding to game approaches is something that has been hard-wired into billions of people.
- For many top performing digital products a games mindset is core.
- This trend is expected to grow and see more technology built on this mindset.
The combination of personal data and a games mindset is a future which allows us to self-optimise and win.