Hey, everybody! Let me enlighten you on the premise
of this blogger account. We are a bunch of (cough) highly-intelligent,
motivationally driven students studying New Media at Swansea University,
tasked with researching an area of our choice from the module.
Naturally, we chose the one thing on the list we had never heard of and
had no idea what on earth it could be. This was ‘Gamification as a
marketing tool’. As such we will be posting various
case studies, videos, articles and pictures which illustrate our
research and develop an understanding of this alien concept with the
positives and negatives it breeds.
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Gamification, a concept all of us in our group were
not accustomed to when we started this New Media module. However once
we delved into the vast world of resources readily available from the
internet, we could see that the model of Gamification is simple and more
visible than you may think.
So what is Gamification? Concisely it’s the concept
of applying game-mechanics or concepts to a task which is devoid of
them in the norm. Put simply its taking a day to day task and applying
any kind of game criteria to it; targets, goals, levels etc. A prime
example of this in marketing would be loyalty bonuses for shopping, such
as Tesco’s Clubcard scheme, shoppers are rewarded for shopping with
points which lead to a discounts and offers on their next shop.
Therefore the more they shop, the more points they gain and in turn the
more rewards they receive. The Clubcard scheme shows how powerful
Gamification can be as a marketing tool and also highlights how long
this concept has been around. In terms of marketing Gamification can
also be used as a tool to gain market research, game related consumer
surveys would be the most obvious example of this, but recent advances
in technology and the mainstream grasping of location technology has led
to an amalgamation of loyalty and market research. Applications such as
‘Foursquare’ allow consumers to gain bonuses for repeatedly visiting
the same businesses whilst providing market data for the businesses
themselves. (Both of the above schemes/apps will be covered in later
case studies.)
How effective is Gamification? Well if you were to
listen to Ian Bogost you side to believe that “Gamification is
bullshit.” Or to elaborate further: “More specifically, Gamification is
marketing bullshit, invented by consultants as a means to capture the
wild, coveted beast that is videogames and to domesticate it for use in
the grey, hopeless wasteland of big business, where bullshit already
reigns anyway.” Bogost clearly isn’t a fan of our projects topic; he
argues that Gamification focuses too heavily on levels and points,
instead of highlighting primary features such as interactions with
behavioural complexity. He goes on to clarify that this doesn’t matter
to the companies using it because all they can focus on is finalising a
sale, which Gamification effectively does. Although Bogost clearly
disagrees with the strategies used within the current yardstick of
Gamification used by mainstream companies today, he never doubts its
effectiveness, only its moral integrity when slumbered into gaming
categories. This stands to reason that Gamification does clearly have a
place within marketing and research, albeit misconstrued in a gaming
sense.
Hopefully now we have some background knowledge of
this concept to draw upon and use when studying our case studies and
discovering the ever expanding world of Gamification.
The Gang.