Part 4: Games techniques in business
Section 4
Questions 31-40
Complete the notes below.
Write ONE WORD ONLY for each answer.
Gamification
What is it?
• The use of gaming techniques in non-game situations
• In business, it is frequently used for 31 …………………………..
• Uses people’s desire to win a reward
• Not a new idea, e.g. incentive schemes were first used by 32 ……………………………..
Uses
• To get online 33 ………………………….. Quickly
• To persuade people to change their 34 ……………………………………..
• For training purposes, e.g. simulators used by 35 ………………………. and town planners
Successful examples
• official campaigns
– Australian government: to encourage people to 36 ……………………….. more
– overseas local authority: to reward drivers for not speeding
• Health
– a staircase at a station that worked like a 37 …………………………..
– a game that helps recovery when old people hurt their 38 ………………………….. in a fall
Things to consider
• It’s important for gamification to be 39 ………………………………….
• Need to think about the laws regarding 40 …………………….. |
Key
- Marketing
- airline
- feedback
- behavior
- pilots
- exercise
- piano
- hand
- fun
- privacy
Transcript
Lecturer:
Today we’re going to look at how the phenomenon known as gamification has really exploded in recent years. So what exactly is gamification?
It has been defined as the use of games thinking and mechanics in non-game situations, such as for business.1 Up to now its most common function has been marketing. It is extremely popular with big companies, but as we’ll see it also has many other uses.
How Gamification Works
Lecturer: Gamification techniques work on our natural desire for competition.2
One way they do this is by providing a reward, for example, badges or points, or providing a type of virtual currency.3
But don’t be fooled into thinking the concept is a novel one. Just think of the frequent flyer incentive schemes that were initiated by airlines to try and retain customers. In fact it’s been around for years, however it has become more prolific with advances in technology.
Uses of Gamification
Lecturer: So how is gamification being used?
- Obtaining Feedback: It is seen as an excellent way of obtaining almost instantaneous feedback through common social media sites.
- Altering Behavior: It is increasingly being used as a means of trying to convince people through fun activities to alter their behaviour.4
- Education/Training: Another use is in education or training in the workplace, especially when it is just not feasible to train people on the real thing.5
- Examples: Aircraft simulators used by pilots, or the urban simulators used by town planners.6
Examples of Successful Implementation
Lecturer: So let’s look at a few examples of the successful implementation of gamification.
| Area |
Example/Mechanism |
Outcome |
| Government/Authority (Australia) |
Smartphone app called My Fit Buddy. Aimed to help people exercise by providing motivational content. |
Ensured people got the encouragement needed to increase activity. |
| Government/Authority (Overseas City) |
Rewarded good drivers (not speeding) with free entries into a draw. |
Resulted in a 22% reduction in speeding. |
| Healthy Choices (Underground Station) |
Transformed a staircase into a piano. It played notes as people stepped on it. |
Almost everyone opted to use the stairs instead of the escalator. |
| Medical Research (Australia) |
Adapted a popular computer game (smashing fruit) to help the elderly recover from hand injuries. |
Patients could practice their fine motor skills in a fun way. |
Key Considerations for Use
Lecturer: Now, there are a number of things to consider when using gamification.
- Must be Fun: First of all, there is no way it can work unless it is fun. In fact, without that element, it could have the complete opposite effect on the consumer.
- Privacy/Legal Obligations: As companies are often obtaining a lot more personal information and data on their customers this way, they should always be mindful of their legal obligations in terms of legislation relating to privacy.
Lecturer: So now, it’s over to you to think of other examples of gamification that you might have come across.
