By Thabo Tsolo, CEO and Game Designer at SpaceSalad Studios
Given the competitive nature of today’s business landscape, decision-makers are continuously looking for more innovative ways of keeping customers engaged, enhance employee productivity, and drive revenue. This is where gamification comes in. By applying game-like elements such as rewards, challenges, and leaderboards to non-gaming contexts, the opportunity to transform industries as diverse as finance, marketing, healthcare, and education cannot be ignored.
Gamification introduces game mechanics into business processes to increase user engagement and customer retention. By leveraging elements such as progress tracking, point systems, and achievement-based rewards, companies can create interactive and motivating experiences for employees and customers alike. So, whether a business is using a mobile app to incentivise purchases or encouraging employees to reach performance targets, gamification is proving to be a powerful tool.
Gamification in action
One of the most well-known South African examples of gamification in action can be found in the healthcare industry. Many years ago, a medical aid provider started rewarding users for adopting healthy behaviours such as exercising and maintaining good nutrition. Not only did this improve customer retention, but their well-being as well.
Gamification has gained significant momentum in recent years thanks to its ability to compete directly with social media to capture attention. Younger audiences have shorter attention spans and higher expectations for interactivity. Gamification provides them with an immersive and rewarding experience that triggers a dopamine response similar to that of video games and social media engagement.
Boosting engagement
Gamification is being embedded into everyday life and business strategies. More businesses are using gamified customer loyalty programs to strengthen brand engagement. Employee training and performance management are also benefiting, with companies using gamified platforms to improve productivity and job satisfaction. While some brands have taken gamification a step further by integrating interactive elements into their marketing campaigns, encouraging social sharing and increasing their reach.
Gamification can significantly boost business growth. Donut Papi, an Australian doughnut brand, is a great example of how interactive engagement can drive revenue. By launching a simple Candy Crush-style game where customers could win free doughnuts by achieving high scores, the company increased its website traffic by 581% and boosted sales.
Overcoming challenges
However, many companies are still finding it difficult to implement gamification effectively. One of the biggest hurdles is education, as many older business leaders view gamification as frivolous or purely entertainment-driven.
There is also the perception that gamification can be executed on a minimal budget with decision-makers comparing it to traditional marketing campaigns. Yet, gamification involves complex design elements that require investment in technology and expertise.
Even when companies successfully implement gamification, they often overlook the importance of marketing their initiatives. A well-designed gamification system can only be effective if customers are aware of it and actively participate.
Although gamification is still a relatively new concept in South Africa, it holds immense potential. Early adopters stand to gain a competitive advantage by pioneering the market. As industries such as film, television, and marketing explore gamification to enhance audience engagement, the demand for expertise in this field will continue to grow. ‘’Businesses that integrate gamification into their strategies will not only enhance customer and employee engagement but also drive long-term growth’’; says Tsolo.
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