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.
Senior user experience consultant