It looks like gamification is everywhere these days. Gamification is a method for turning processes into games or reshaping it in a way when standard processes look like games. This is done to keep people engaged and get them to spend more money or time interacting with the application or site. You can find these approaches anywhere from food delivery and taxi apps to language learning and dating. Gamification is widely used, but not all people understand why gaming principles are so important. According to the latest studies, participants who used the gamified environment had a higher average of points, brands and the number of logins than the participants in the non-gamified group.
Let’s try to understand how to use elements such as points, brands and leaderboards help websites, apps and computer games keep their customers engaged and spend more.
What is gamification and where to see real examples
Gamification is a commonly used practice in many industries. The most well -known examples, and Duolingo and Fitbit, both are leaders in their industries. Duolingo reached the top of the top language by turning language learning into a game where users are encouraged to practice every day to receive brands and claim the top list in their country. They have invested a lot in a pattern that increases your screen time and in turn will make you pay for additional credits within the app. This is a very nice example of how to handle lazy users and make them spend extra money on subscriptions. Fitbit, on the other hand, is a good example for the health and fitness industry. They managed to add an extra level of fun to routine exercises. 777FUN is another good example of using gamification in the gaming industry. They turned boring slots into engaging game line by implementing tournaments and leaderboards in the game.
The main purpose of gamification is to make regular tasks more interactive and rewarding. Taxi apps also offer you points for your daily rides to later let you spend them on benefits and discounts. And it’s not just about giving you a voucher code of $ 5, it’s about giving you a feeling that you can get something bigger to do your routine tasks. This means that people take extra rides just to earn a reward while not even taking this trip under regular circumstances.
How gamification hooks our brains
Our brains reward us with dopamine to perform tasks. Gamification works so well as it connects directly to how our brains handle rewards and motivation. Earning points in the game or unlocking a brand gives us a small reward that makes us want to continue. This process helped humanity to survive and now it makes us spend days in Call of Duty or World of Tanks that are trying to unlock the next reward or claim the top list in your country. Let’s say you complete a task and get immediate reward in a form of levels, brand or sound effect. The rapid reaction makes the brain happy and encourages you to repeat the task. A good example is the sound of coins played in casino games after each round that makes people’s brains think they have actually achieved something good.
These repeated action reward cycles can create so-called “forced loop” where the brain begins to long for that feeling of reward. This is why people cannot stop playing a game or control Tinder. It’s not just about fun, it’s about how our brains are linked to chasing small winnings and feeling good moments. Gamification keeps us involved much longer, sometimes without even realizing why. It is part of what makes it such a powerful tool not only in play, but in education, fitness, shopping. Brands such as Amazon and Ebay earn millions by understanding how human brains work and pull the right strings.
How Gamification keeps us back
The most important reason why gamification works so well to keep us back to apps and games is because it plays with our need to feel successful. This is far into our psychology and how the brain motivates us to do things. In short, there are two types of motivation: inherent and extrinsic. Intersic motivation works when we do something because we like it. Extrinsic motivation is when we do something to get a reward. When it comes to apps and games, these can be points, brands or even money. A well -constructed gamified system often uses both at the same time. You may like to learn a new language, but you also feel driven forward by claiming the progress brands.
Setting small and possible goals is another thing that keeps users connected. When you have a clear goal to reach – such as filling a progress field, completing daily challenges or unlocking the next level, you can get a dopamine reward quickly and put more often than in reality. Even something as simple as a dash calculator “You’ve studied 5 days in a row!” Makes people want to continue even if this performance is not worth it.
Social aspect is another thing that keeps the wheel rolling. Apps often ask you to connect your social accounts to find out if your friends play the same game or use the same app. And if they do, you will be a challenge to prove that you are a better player and acquired more achievements. Below the next moment you go into this challenge will keep you connected for hours and so focused and into what you do that time flies by. When people are captured by gamification techniques, they continue to play because it actually feels good to stay committed.
And to summarize things, gamification keeps us coming back because it makes us feel that we are achieving small goals. It can be equalization in your favorite game, get a prize or just enjoy the progress, that feeling of performance is a big part of why it works.
