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BizReport : Blogs & Content archives : August 29, 2011

How to incorporate gamification into your strategy

Gamification. If you haven't at least heard about it, you're probably tried to incorporate some kind of social games within your online strategy. Using rewards, status and reputation to build consumer interest and engagement is one of the oldest forms of marketing. But just having a game isn't enough. Read on for tips on how to build an engaging gamification strategy.

by Kristina Knight

Kristina: Gamification is probably going to be one of the biggest buzzwords of 2011...what is it about gamification that brands and consumers are finding so engaging?

Kris Duggan, Badgeville CEO: Gamification has evolved and companies are now embracing a more sophisticated model of gamification widely because it delivers real business value. Plus, companies are realizing the ubiquitous, pervasive use cases for gamification. Every entity has an audience -- websites have their visitors, enterprises have their employees - and can benefit in ways such as better on-boarding, better engagement, better lift of target behaviors, increase in re-engagement (getting people back to your site), virality (getting people to broadcast), and conversion. All are affected through game mechanics.

Kristina: What benefit does gamification have for a brand?

Kris: Gamification can do a lot for a brand. It can help provide insight into your audience--understanding qualitative data of who the people are and the health of your community. It can provide lift on the stages mentioned above (engagement, lift, re-engagement, virality, and conversion). It can help recognize the best users and deepen their loyalty through recognition and acknowledgement.

Kristina: Your clients are seeing an average 25% increase in behaviors from consumers..does this surprise you?

Kris: The power of gamification is that you can incentivize any action that you value. We see customers who attain consumer behavior increase greater than 25%. For example, Beat the GMAT saw an increase in content creation across their community by 50% by using gamification techniques; ALLKPop saw an increase in social sharing and referrals by 100%.

Tomorrow, Kris talks about gamification trends.

Tags: Badgeville, branded content, branded games, gamification, Kris Duggan, social marketing

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