MSIX: ‘Play is here to stay’ – How game mechanics can transform customer engagement
In an industry where capturing consumer attention is more challenging than ever, marketers are turning to gamification as a powerful tool to drive engagement.
Gamification involves incorporating game design elements like badges and challenges into a brand’s marketing activities.
By integrating game mechanics into everyday interactions, brands can not only enhance user experiences but also solve real-world problems in innovative ways.
Presenting to a packed room of industry leaders at MSIX on Wednesday, gamification and behaviour change specialist, Dr Kerstin Oberprieler, explored how brands can tap into the psychology of their consumers through the power of fun.
“Play is intrinsic to who we are as humans. It’s how we are wired,” she said.
Games have been a part of human culture for thousands of years, she explained.
Ancient examples include knucklebones, made from the bones of sheep and oxen, which were used in games like jacks and are believed to be the earliest form of dice.
“Play helps us bond, learn about social interactions, practice skills, and reduce stress.”
In her presentation, she demonstrated how modern companies like Fitbit and Duolingo are leading the way by incorporating gamification elements into their products.
Smartwatch company Fitbit has revolutionised fitness tracking using gamification in a less-is-more approach.
When users complete 10,000 steps a day, Fitbit rewards them with a virtual fireworks display to continue to motivate them to achieve their fitness goals.
“The world is really complex, but we love simplicity,” Dr Oberprieler said.
From daily streaks to points, badges, and leaderboards, the language learning app Duolingo also utilises gamification to encourage its users.
“We also have lights and a very playful, cutesy design that helps disarm us and makes us feel more comfortable learning something new.”
Dr Oberprieler also delved into the psychology behind the company’s streak mechanic, whereby the user starts at zero and increases by one for each day they complete a lesson.
“I’ve met people with a 380-day streak, so they continue coming back. The more you do it, the less you want to break your streak.”
In the session, she also cited more subtle behavioural modifications, such as Frequent Flyer programs, where the “playfulness is dialled down”.
“There is no right or wrong; it’s just about what’s right for your users,” she said.
She urged creatives in the room to familiarise themselves with Bartle’s four player types to help tailor gamification strategies into their work.
The theory categorises gamers based on their motivations and behaviours.
Achievers seek to gain points, levels, and other measurable successes, while explorers enjoy discovering the game’s world and its hidden secrets.
Socialisers focus on interacting and forming relationships with other players, and killers thrive on competition and exerting influence over others.
“As gamification designers, we don’t want to do what’s called self-hugging,” she said, referring to the assumption that people should be and are like us.
“[You don’t want to focus on creating a game with medals] when [the customer] is not an achiever. [Bartle’s four player types] is a useful framework to make sure you’re putting in different mechanics.”
“You need to be really clear on who your audience is.”
Dr Oberprieler concluded the session by stressing that gamification comes in all sorts of shapes and sizes.
“It’s cultural, and it is here to stay. To be successful, you need to understand the behavioural science behind it.”
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