Early days for gamification

While some of the gamification ideas proposed by Betfair (MW last week) may improve customer engagement and retention on its website, in the current age of social media it could go even further to achieving its goal by encouraging collaboration between visitors.

This mechanic appeals to the natural desire to work together and solve a problem, and can also instil a healthy dose of competitive spirit.

The technique is still in its infancy and must develop to push businesses in new directions and attract new audiences. But gamification is gaining ground in the business world and is certainly not a passing fad. By empowering users through tough yet achievable challenges, customers are able to evolve from a state of initial curiosity in a brand, to a state of willing engagement.

Alistair Gray

Senior user experience consultant

Webcredible

Recommended

/f/s/v/Wally_Olins.jpg

What of brand value?

Marketing Week

While I respect Wally Olins’ fundamental point that brands cannot be objectively measured (MW last week), I worry it takes us back to the days when we couldn’t provide clients with a realistic or objective perspective on brand value. In PR, we’ve spent years developing global measurement standards that can provide an objective reading of […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now