The truth is while gamification can be hard to implement, it has a major impact on your business and workforce.
“Vendors say gamification strategies can lead to a 100% to 150% increase in engagement metrics. “ – M2 Research
Let’s explore 10 gamification strategies that can drive engagement and loyalty in businesses, providing real-life examples of how companies like Starbucks, LinkedIn, and Dropbox have successfully implemented gamification techniques to engage their customers and employees. You will learn the benefits of gamification in improving customer and employee engagement and retention rates, and how adding game elements to mobile apps can increase awareness, conversion, and usage.
Perhaps one of the best known ways to apply gamification is in the awareness phase. Lots of companies host online competitions or giveaways. An amazing example of this is a game organized by Dropbox called Dropquest back in 2012. It consisted of an online scavenger hunt with a series of puzzles and challenges. If you complete the game you will get 1GB of free extra space, and if you had come in first you get 100GB free for your entire life!
An all time favorite example of this is LinkedIn’s profile strength indicator. It’s an interactive tool that serves as visual feedback and natural human desire for progress. The bar also shows users suggestions to improve their profiles. It motivates members to work on their LinkedIn page in an easy and intuitive manner.
This is a game mechanism that focuses on long term customer engagement strategies and addresses our motivational drivers to get instant feedback and collection. The Starbucks app is a well known example that rewards users during onboarding and throughout the lifecycle. Customers can collect points and later redeem them. It also allows for Starbucks to keep track of valuable data such as where, when and how often do their customers come to Starbucks and what do they usually order?
Spanish bank BBVA uses the BBVA Game to promote its online banking services. The game is a web application where customers can earn points for watching educational videos on how to make simple banking transactions, use the mobile banking app or pay taxes. These points can later be used for music downloads, movie streaming or variable giveaways.
Online review site TripAdvisor is spot on when it comes to giving instant feedback to their users which triggers their desire for empowerment and community. Contributors regularly receive emails letting them know how their reviews helped other travelers with carefully designed badges. They even go as far as to mail physical badges to top reviewers’ home addresses. That’s how you create true fans!
We as humans have a great drive for achievement and progress. Adding milestones to a long term goal is what keeps us motivated and engaged in the first place. Navigation app Waze levels up its users with a point system that rewards and reinforces user generated content, helping them build out their product further.
Language learning app Duolingo has frequent challenges to make their app more engaging. Completing a challenge definitely sounds better than doing homework. Besides the motivational drivers of exploration and autonomy Duolingo also adds a sense of competition and community with game mechanisms, such as leaderboards which has shown to increase app usage and adoption.
Fitness app Fitocracy allows you to track all your health efforts and even provides a personalized nutrition plan with custom workouts to meet your fitness goals. With an in-app reward system, this app tracks progress and gives continuous notifications on progress, achievement and rewards to keep you engaged.
Habitica is a gamified productivity app that turns your life into a game. With over 2 million users worldwide you can find people with common goals to work together which refers to the game dynamic of relationships linked to the motivational drivers of collaboration and community.
One of the most famous examples of gamification is the Multipoly by PwC Recruitment. It is a game that simulates the first year of work as an employee and has grown the candidate pool with 190%! The job candidates hired after playing the game said that the transition to the company was easier because of the game.