Turns out that the misconception around what makes gamification work is one of the reasons many people fear gamification is dying. It’s true that market growth has been slower than expected and many bold predictions about the gamification industry simply have not materialized. But is gamification really dying or are we missing something?
Dr. Michael Wu, chief scientist at Lithium, explains that gamification must be seen through the lens of a big data discipline to understand what makes it work or not work. And when you do, the payoff is worth it. Gamification is still a powerful force behind your product design and marketing endeavors. But are all the fears valid?
Brands must be strategic and intentional in how they leverage gamification as a big data discipline:
To drive community participation you may want to drive behaviors such as: visiting the community, reading community posts, kudoing posts, sharing content, asking questions, answering questions, etc.
Data is one of the tenets of successful gamification – you cannot gamify any behavior that you can’t accurately measure.
You cannot leave this to guesswork. You must dive deep into understanding who your target users are and what matters to them.
Once you know your users, pick game elements that most effectively deliver the feedback to them. This includes everything from what you call the points in your gamification, to the design of your badges, to the gradations, ranks, and the names of ranks. Also, include the other feedback you want to give users to guide their next behaviors.
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