our thinking

Gamification Unlocked:

“The idea of gamification is a simple one: to motivate and engage people by applying game design techniques and mechanics to non-game situations. Points, level progression, badges, achievements, power-ups, virtual currency, quests, puzzles, loss aversion- all of these game concepts are involved in this growing trend that spans areas from education and work to keeping fit and green actions to improve brand experience and loyalty schemes.

While the principle of gamification may be simple, effective execution is not, as people’s motivations and approaches vary so widely. The crudest forms of gamification, such as Foursquare-style badges and points based reward schemes have been subject to an intense backlash from marketers and game designers alike. They tell us that this is not gamification but mere ‘badgification’ – a one-size-fits-all solution to a far more complex problem.

Right now gamification in marketing is uneasily balanced between hype and reality. 2012 will see a lot of great examples but also a broader understanding of its limits.

Brands that create their own closed-badge systems are likely to fail, as gamification is inherently social, either by some element of competition or collaboration between you and your social network friends and contacts. The true winner will be the first massive multi-player multi-brand multi-channel real-life game system , a ‘World of Purchase-craft’ where you and your friends will combine purchasing habits to unlock branded benefits.”

Jorge Alagon & Maarten Peschier, Millward Brown

To find our more about how etv are developing social games for brands contact Jilly at jilly.cross@etv.tv