The Rise of Gamification

  • September 3, 2020

  • Eyes4Research

Many companies have adopted methods of gamification to engage and motivate their target audience with intrinsic rewards. Gamification is the process of integrating game mechanics into non-game environments, such as websites, learning management systems, or online communities, to increase engagement through rewards such as points, badges, discounts, and gifts. By using game mechanics and dynamics, gamification provides users with feedback and proactive directives that influence audience behavior to help accomplish business goals and objectives. In addition to increasing audience participation and engagement, gamification provides useful insights that help businesses adjust the way consumers and employees interact with company platforms. 

Benefits of Gamification 

By implementing game-like interfaces to enhance both employee and consumer engagement, the utilization of gamification strategies provides businesses with several benefits. For one, gamification in learning management systems helps current employees and recruits retain information while learning how to best perform at their job. Gamifying onboarding processes, skill assessments, and professional development create a more interactive user experience leading to optimal engagement and improved performance. 

In addition to using gamification for employee educational purposes, game dynamics and mechanics are useful to engage consumers. For online businesses, creating an interactive experience with the extrinsic motivation of coupons, free products, or early access to deals may boost sales by providing customers with the incentives needed to follow through with their purchase. Invoking reward linked loyalty programs and interactive play-to-win modules motivate consumers to participate in promotions through a fun, interactive user experience. 

The Future of Gamification

As gamification continues to grow, new technologies and strategies may help further increase audience engagement. The utilization of augmented and virtual reality technologies will help create a more immersive user experience, as headsets create a sensory-rich environment to promote interactive learning. VR and AR technologies may also revolutionize the traditional shopping experience, allowing consumers to visit showrooms and sample products from any location. 

As gamification continues to advance, programs may also allow for more personalization amongst users through machine learning and AI technology. By transforming user behavior and feedback into data analytics, gamified programs may better curate experiences to the user’s abilities and provide more personalized feedback to help set more specific goals. Personalization of gamification strategies may also help businesses better target consumers by customizing the brand experience to increase customer engagement and retention. With the continuing adoption of gamification strategies, interactions between companies and their target audience may improve significantly, helping businesses reach their overall objectives. 

Learn more about Eyes4Research’s community management platform for research and how we use gamification to increase audience participation by visiting