You might be hearing a lot about game dynamics entering the commerce space. Some of this is nothing new, however the medium has evolved and new creative solutions are picking up. Gaming allows brands, retailers and other institutions a way to build loyalty and interest through engagement and a variety of rewards. Although virtual rewards such as badges and mayorships are coveted prizes, I believe that once the dust settles the long term customer benefits will ultimately be real-world discounts, specials and promotions.
iMagazine assembled a great list of gaming elements as well as their roles in customer engagement, feedback, social interaction and brand promotion.
I. Mechanics of the game
The first and fundamental step is create and adopt a mechanism of play that define the relationship between the users and content and offering a fun and positive experience with the brand. Examples include…
The Discovery: The mechanics of the discovery is fun because everyone loves to explore. Be the first to discover something can be exciting knowing that there are more things to find reasons for a player to continue browsing. Earn points each time discovering something or Badge loyal users to visit with more often your sites and / or Applications.
Survey: (UserCentric) Get advice, opinions, suggestions and feedback and improve thanks to critical to the success of a brand, but it ‘s also true that involve a user in this process becomes difficult. That’s the reward with points and / or other prizes becomes the motivating participation.
Sharing and collaborativeness: Since prehistoric time, man is always clustered in Tribu, Community because and the relationship with other individuals and partecipation in the active group produces a high degree of satisfaction the human nature. The active participation of the user in collaborate, build for distribution of a brand becomes a strategic choice.
II. Visual Elements
Notifications object: the object provides instant feedback of users actions and involvement increase dramatically. The Notifier shall inform the user points and badges earned, levels that have access and all other information necessary to communicate to users. You have the right to choose what information to receive and how often they should be informed at the end of its instant gratification.
Progress Bar: The progress-bar is a simple concept but in the process of determining gamificazione. The instant feedback that provides the progress bar visually motivating you to complete individual activities despite the time that these requires.
Leaderboard: The Leader-board allows users to confront each other and create competition. The Leaderboard normally includes a variety of formats, comparing only the friends, users of any platform or users who share a relationship with the player (usually people in proximity of the player)
Profile: The user profile is the “home ” user. View the details of his identity, his badge and more information relevant to show in his stats.
Social: Sharing and invite your friends in the same game environment.
Avatar: An avatar is a visual representation of the player. The avatar can be a simply picture (like Facebook) or a more structured. Giving a face to a player is a key factor in engaging with others.
III. Rewards
Points: Points are a reward for players who purchase through actions and allocated as a way to justify the advancement of the player’s progress bar. Rewarding a player with more points for specific actions is a method to influence the actions of the user. The definition of points is one of the first things to do in the project preparation.
Levels: The levels are a method for players to show their status and seniority in a community. The players are motivated to hear what action they need in the game to earn the points necessary to advance the level and unlock new benefits as well.
Badges: Badges are the motivation for unlocking and completing certain actions. The easy or the difficulty to earn badges are not relevant but become an attraction to share with your friends.
Virtual goods: The virtual goods prizes are virtual or “accessories” for the avatar. These items add depth to the project and motivate people to socialize and express themselves. The virtual prizes in the process of gamifcation can be added late.
Coupons: The Coupons are a sort of special prize for the fulfillment of the players and in particular the connection become excellent products and real assets.