There are examples of gamification everywhere in our daily lives and many brands are integrating game mechanics in unique and compelling ways all with the purpose of increase sales, user engagement, return on investment, data quality, speed of process, and improve learning. Like video games, business gamification uses elements like points, achievements, levels, leaderboards, missions and contests to drive desired behaviors. Below, you will find examples of websites and apps that successfully utilize gamification to foster closer relationships with customers.
First, lets speak about Teleflora, a US florist. This company gamified its entire store by using power reviews’ social loyalty scheme. Teleflora offers points to users for completing some specific actions such as reviews, comments, answering other customer questions or sharing and posting on Facebook. As customers accumulates more and more points, they are rewarded with badges that identify them as a key influencer, and then a leaderboard shows the top influencers. Following this social program, Teleflora noticed a 105% increased in Facebook traffic and a conversion rate improved by 92%.
The well-kown cloud storage supplier, Dropbox also used gamification on its platform by offering additional storage space to users who complete certain tasks. A free account gives you access to 2GB of storage, but you can earn an extra 250MB just by taking a tour of Dropbox’s services. You can also earn 125M more if you connect your account to either Twitter or Facebook, following Dropbox on Twitter or leaving feedback. Moreover, the biggest rewards can be earned breferring friends; indeed users will receive 500MB for each referral up to a maximum of 16GB.
Another example is LinkedIn who encourage users to complete and maintain accurate profiles by using a progress bar to show you how far along you are in completing your profile. This small feature has proven to be useful for companies in the way that it encourages customer to give more personal data.
In 2011, Nike created an online game in which players had to help athletes stay warm while they trained outside in the cold. Users competed for a trip to meet one of the athletes. But this is not just for fun, the website allowed users to buy the new Nike winter clothing worn by each of the athletes. With Nike+, the brand allows users to log physical activity using mobile app or other Nike gear. It rewards users with NikeFuel, the word Nike uses to describe points. Users also can share accomplishments with friends and with other Nike+members. As they earn more NikeFuel, users unlock awards, trophies and surprises.
Foursquare enables users to "check in" in various places and share their experiences with others, rewarding them for doing so. Users received special deals such as discount from restaurants or retailers. With Foursquare you can also ask for a "mayorship": if you check in at a given place enough times, you can become its "mayor", which can bring with it its own set of privileges, such as a special parking place.
Samsung’s social loyalty program uses gamification to recognize and empower the company’s most passionate fans. Users earn points, level up, unlock badges and gain entry into contests and promotions by performing behaviors such as watching videos, commenting on articles, reviewing products and participating in user-generated Q&As. Top users appear on a leaderboard, and an activity stream keeps users up to date on site activities.
There are numerous other examples that we could cite, indeed, business gamification is becoming a strategy for a growing number of companies. In this article we talk about business gamification, however it can be found in other field such as education or marketing. Moreover, in the near future, we can imagine that it will be our whole everyday life that will become a kind of giant game, with more and more applications of gamification. If you want to have an idea of what might be our "future gamificated life", have a look to this short video :)
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