Gamification: Engaging Audiences Through Play

This chapter describes gamification as the use of game thinking and mechanics to build engagement between organizations and audiences. Game techniques can be powerful tools to engage employees, customers, and the public to change behavior, develop skills and drive innovation. Creating competition by offering rewards and recognition is a motivational technique. Games tap directly into the cognitive and psychological predispositions of humans to engage in game-like behaviour that they find interesting, rewarding and engaging. Fun is central to the success of gamification, with the aim being to use the mechanics that make games fun and absorbing in non-game platforms and experiences to boost participation and engagement. Loyalty programs are one of the oldest forms of gamification around. While games are a powerful means by which people can engage with products or brands, many believe that games can be used for social good. Turning the work or process into a game put complex challenges and rewards into an intractable puzzle.