In many ways Gamification is an evolution of the long lived Loyalty Scheme. But so much better, and the evidence exists even at the simplest level – the words themselves.
Loyalty Scheme: Firstly the word loyalty seems very one way. It was / is as if the company expects us to be loyal to them. And although one might argue that loyalty is a two way street, the second word of the phrase is the giveaway – ‘Scheme’. Yep, sounds like some kind of a trick to me. A scheme to make us believe we are getting a good deal, when in truth we are just a number on some kind of cost / benefit analysis spreadsheet. Intuitively, schemes feel like there is a winner and a loser.
Gamificiation: Games are fun. We spend most of our childhood playing them and find as many excuses as possible to play them as adults. ‘Who wants to come to the football this Friday night?’ A game needs at least two willing parties or organisations to play. Sometimes we can collaborate and form teams and clubs and divisions and theme songs and have awards nights and weekend getaways. We can celebrate wins together and lament the losses, either way we like to return to the game and try and win, or even better our own score, although it’s collaborative, it’s also personal. The game is the ‘thing’, not the result of it. Games contrive all of the important human emotions that make our hearts beat.
Play is human. Great games even turn into industries.
Yep, it feels to me that gamification facilitated via Moore’s law is here to stay.
I was really impressed by how some of the smarter Skiing resort operators are using GEO-locating to enable a deep interaction with their customers. What some of the resorts have done is used their new electronic ski lift tagging systems as a social engagement tool. Skiers can register on-line via the resorts facebook page so they can compare how many kilometers, ski runs, hours they do on the mountain for the day, week season and compete amongst friends. It’s even got a nice gaming element to it. It’s a nice iteration taking ideas from the likes of run keeper. You can read more here about what ski resorts are doing to tech-up.
The thing that is clear to me is that there is a human movement, movement. It’s so much more than companies being able to track what people are doing, it’s actually about companies creating forums where we can actually track ourselves. So we can know more about ourselves and change the way we move and interact with others and personally. It takes away the privacy concerns, and moves us into a space where we co-opt information sharing for mutual benefit.
The question entreprneurs and marketers should be thinking about is, how can we help our people track their movement to get more out of when they move. It’s only just the start.
I wrote an article for the Sydney Morning Herald newspaper on Gamification. I plan to extend the thought experiment here with a longer blog entry on it. So in preparation here is a link to the original article:
“Consumers know the score in the ultimate reality game”
Blogger, thinker and all round nice guy Ben Rowe recently wrote a blog entry just for me. There was nothing in it for him, he just thought it would be nice to share his intellectual prowess for my benefit.
How it came about was pretty simple really. Ben wrote a great blog post on the importance of gaming and how it is starting to transcend currency. Within my comments on his post I spoke of how great it would be to think of a good gaming mechanic for rentoid. A few days later Ben wrote this blog post with some ideas on how to do exactly that. It’s the kind of commercial world I want to live in. An ethic where people do cool stuff for others without asking, and not expecting anything in return. The corollary is that a a return does invariably happen.
Firstly, an emotional return from doing good. Secondly, a collective return from building community. And sometimes a financial one from those who return the favour.
The question for startup entrepreneurs is this:
What are you doing to build your industry community help and promote others?