By Abiola Adegbite
The term Gamification has been steadily gaining ground around various industries. The Oxford Dictionary best defined it as the application of typical elements of game playing (e.g., point scoring, competition with others, and rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service. Simply put, gamification is out to make the difficult look easy.
The benefits of gamification cannot be overemphasized and the areas where it can be applied are virtually limitless. This is also not an entirely new concept as it has been applied in different areas with commendable success. The U.S. Army has turned its knowledge of games into a recruitment tool by using a virtual army game which attracts millions of potential recruits, as it turned out to be quite inexpensive and more productive than the traditional recruitment approach.
They are not the only ones to use it as companies like Samsung, Nissan, Verizon, and others have used it to foster customer loyalty. The World Bank has also used it to create an educational game that encourages youths to solve problems and Kaplan University uses it for Educational Achievement.
Bringing it close to home, another very successful example is “LIB Giveaway Monday “. LIB (Linda Ikeji Blog) a lifestyle blog in Nigeria which pulls in millions in advertising revenue. Due to its high reader engagement, Gamification is being applied to reward consistent blog visitors in form of cash prize. It is given to comments in form of Email addresses at specific positions like the 1st, 50th or 120th on the post.
A more recent example was last week when the Sokoto state governor Aminu Tambuwal applied the principles of gamification to achieving a cleaner environment by announcing that the cleanest street in the state will be awarded a cash prize of 1 million naira, this worked like magic as a horde of residents took to the streets armed with brooms, sweeping away like a tornado.
I think the food for thought here is to think of the areas where we can apply gamification in both our professional, and personal lives, but most importantly, don’t forget to have fun.
Abiola Adegbite is the EMEA Project Manager at Terragon Group. It was originally posted on Linkedin