In this article, we are going to be taking a look at some of the most successful gamification programs that have led to massive growth. After reading through these examples, you’ll see why it is important for every business out there to start thinking about how they can integrate games into their marketing strategies.
Gamification is a term that has been used to describe the use of game mechanics in non-game contexts. Examples of gamification that led to massive growth include: Starbucks, Amazon and Uber.
Gamification is one of the most effective ways to expand your brand. There are several instances of well-known firms that have successfully used gamification as a growth hack.
The implementation of game-design principles in non-game environments is known as gamification. Gamification, for example, may be used to encourage someone to accomplish activities or provide information in order to progress to the next level.
In this piece, we’ll look at several instances of organizations that have used gamification to build their platforms. But, before we get started, let’s clarify what gamification is and the psychology behind why it’s such a successful tactic.
What is Gamification, and how does it work?
Gamification is when a company uses game-like ideas and tactics to its platform in order to grab users’ attention.
Hasbro and McDonald’s collaborated to produce “McDonald’s Monopoly,” a well-known example of gamification. You could obtain Monopoly stickers by ordering various McDonald’s meals, and each sticker offered a different reward. The ultimate prize of $1 million was formerly awarded to the combination of the two most expensive homes, Park Place and Boardwalk. The game usually draws a lot of attention since there’s a chance to win a million dollars, and sales have always risen during the promotion.
Why Does Gamification Cause Massive Expansion?
The release of dopamine in the user is one of the reasons why gamification leads to such quick development. Every time we achieve anything, dopamine is released. This is why, after an exercise or finishing a job, we always feel terrific. Our brains, on the other hand, need more and more dopamine to make us joyful as we continue to release it.
When a result, as the user engages with the gamified platform, they will feel compelled to interact with it for longer and longer in order to experience the same dopamine rush.
It works in a similar way to medications in terms of cause and effect. The more drugs you take, the more desensitized your body gets to dopamine, requiring you to take more medications, and so on. For a breakdown, see our diagram.
According to Demand Gen, a research of B2B marketers revealed the following:
- Approximately 81 percent of the marketers polled felt that interactive content attracts more attention than static material.
- B2B marketers planned to convert their interactive content at a rate of 10% to 30%, according to 88 percent of them.
- Around 70% feel that interactive content converts visitors better than static information.
Simply said, people like playing games, and any interactive material is likely to capture their interest. A badge, for example, might drive someone to accomplish activities in order to obtain it. That is why many businesses create gorgeous success badges and utilize them to achieve their objectives. It works because people want to feel like they’ve accomplished something.
Consider making your marketing and sales objectives gamified if you want to reach them rapidly. It’s one of the most successful growth hacks for any eCommerce or SAAS company.
Now that you know Why Does Gamification Cause Massive Expansion?, let’s look at some examples of companies that have successfully implemented gamification into their marketing strategy.
LinkedIn’s Gamification Strategy
Gamification is used in almost every area of LinkedIn. LinkedIn is a business-to-business social networking site where users may post their professional profiles and network with other professionals.
When a new user joins LinkedIn, they are prompted to import connections, and if they do, they will get special points. When a user imports their contacts, an email is sent to each of them, inviting them to join the platform.
The business has also created a feature that displays the strength rating of each LinkedIn profile.
source People’s Science
You’ll need to update your bio, provide status updates, and make sure your job history is up to date to improve your profile strength at All-Star.
Endorsements and badges are two wonderful gamified elements on LinkedIn. You may earn badges from LinkedIn by completing several certifications that demonstrate to employers that you understand a certain expertise, such as Microsoft Excel.
Assume you’re a software developer as well. You may include PHP proficiency as one of your abilities on your LinkedIn page, and then approach your manager for an endorsement.
Finally, LinkedIn alerts users when someone views their profile and how many times their postings have been read. These figures motivate you to keep improving your numbers and interacting with the site.
Dropbox’s Gamification Strategy
Dropbox, like LinkedIn, recognizes that gamification is an effective method to increase engagement.
New Dropbox users get rewarded as soon as they join up. The more customers interact with the Dropbox platform throughout the onboarding period, the more storage space they will be able to get. When users connect their account to a social networking site like Twitter or Facebook, they get more storage space.
Dropbox may use this method to discover new consumers from its current customer base.
Users may earn additional incentives by completing more stages in the onboarding process. If a user completes all seven stages requested by Dropbox, they will get a Dropbox Guru award, which includes even additional storage space. These kind of strategies have helped Dropbox become the multibillion-dollar platform it is today.
Duolingo’s Gamification Strategy
Duolingo is the third and final gamification example. Duolingo is a language learning program that awards users as they improve their language skills.
Duolingo’s gamified material is nearly entirely responsible for its marketing approach. Users get points as they finish classes, which encourages them to continue learning a new language and earn additional points.
The user receives one Lingot for every point earned. It’s an in-game money that allows players to get access to exclusive goodies such as character skins, pick-up lines, and other special features (similar to Fortnite).
The user is also encouraged to utilize the app on a regular basis. There’s a winning streak going on, and most people want to keep it going (similar to Snap Streaks). If they don’t visit the app in a day, they’ll lose their streak and have to start again. This method encourages people to return on a daily basis.
The lesson skill bar allows the user to track their progress as they go through their lessons. Duolingo awards users with an accomplishment badge that they may share with their friends as they finish classes and earn certifications.
Every language that Duolingo offers has a scoreboard that displays the people who have earned the most points in that language. To stay on top, they must be active at all times and gain as many points as possible. Every week, the top three users on each language leaderboard are given a badge as a prize. When a user finishes first on the leaderboard, they may proceed to new leagues, which increases the level of competition as the user strives to win every league.
Duolingo also has a social component where users may interact in a community area. Users may connect by following and being followed by others, and they can compare their progress to their peers.
Duolingo has nailed the gamification technique. Not only does learning a language produce dopamine, but Duolingo also offers a variety of incentives for users to interact with the site and share their successes.
Important Points to Remember
People are hooked to drugs, food, and alcohol for a reason. The release of dopamine is the reason behind this. Your aim as a marketer is to get consumers to interact with or buy from your business. Gamified material is one of the most effective methods to do this. With these three gamification examples in hand, you should be ready to start incorporating gamified content into your marketing approach and watch your business develop.
Gamification is a technique that uses game design elements to encourage engagement and retention. Examples of gamification that led to massive growth are “The Sims” and “Farmville”. Reference: gamification examples 2020.
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