Playing games is, of course, as old as the hills. We all play games, all over the world. But making smart use of game elements to encourage target groups to perform a certain action is a whole different ball game. More and more companies are using gamification in all kinds of areas. Sometimes these are small elements (for example, the ‘profile strength bar’ on LinkedIn, or the Picnic product quiz on Instagram). Sometimes they are essential parts of a company (for example, the design-your-own Nike By You Air Max trainers). For gamification to actually contribute towards your company or campaign objectives, it is vital that you have the necessary knowledge and expertise. ‘Just making a game’ is not only a waste of money but can even have a negative impact on your brand.
This paper provides an insight into the basics of gamification and explains how you can link the psychology behind gaming to your activation campaign. A must read for anyone who want to use or optimize gamification to activate (potential) customers.