Gamification – gamification in loyalty schemes

What is gamification? Probably mostMany readers will have come across the Polish term: ‘grywalizacja’. Both terminthey are equivalente i osketchesher the use of techniques, used in game design computer, to achieve the intended objectives in promotional campaigns, e.g. loyalty schemes or sales promotions, i.e. to increase activity and motivation a selected group of participants. Gamification used in many fields contemporary life, useit is used including, amongst other things, education, marketing and the workplace.

Gamification requirements

The main aim of gamification is to increase engagement and activity a specific target audience. However, in order to achievement The intended objectives were possible, it must meet a few essential criteria. The first and most important of these ish is the definition of the objective gamification. He should he to be precisely defined, e.g. as increased user motivation by generating a login rate of at least 85% participants per loyalty scheme account at least Twice a week. The second, an equally important criterion, there are emotions such as gamification should generate. What we’re talking about here is including, amongst other things, experiencing satisfaction after a job well done. It is also important that the use of various elements from games. These include, first and foremost, rewarding users, competition or elements of surprise.                              

It is important to bear in mind that gamification is, like a system of interconnected vessels. All elements must be consistent with one another i whilst complementing one another. The design and presentation are very important graphic related to gamification. All in all, sprogramme being developed should encourage a participant and make sure that will enjoy using it as much as possible. That is when it will achieve its specific objectives.

Gamification in education

Gamification is also used in areas unrelated to marketing activities in the broadest sense. During the pandemic, it plays a particularly important role knecessity motivation pupils and students. The lack of direct contact with fellow studentsmand from a class or group academic, leads to a decline in motivation to study compared with previous years previous. At this point to the rescue is coming gamification. Introduction for learning elements fromdrawn from the world games computer increases pFirst and foremost, commitment audience.

As children complete various missions in the form of school tasks, they receive rewards, which has an impact on significantly on their motivation and willingness to nextsuch progress. Introduction of a component team games in the virtual world improves communication between peers and also improves integration within a particular group or class. ZIt may come as a surprise that gcompetition significantly boosts the pupil’s self-esteem. After each Upon successfully completing a task, the user receives a reward and feedback. SThe reward system must be clearly defined; above all, it must be fair and the same for everyone users. Benefits should be granted in several stages, and also when the intended objective has been achieved. Making changes to the game we have designed is absolutely crucial. This will help us avoid the monotony and boredom that pupils might experience. These factors have an effectwould have a demotivating effect on them, which would result in a reduction activitythese. Eelements of surprise or new challenges They definitely increase customer satisfaction, so it’s worth using them.

A specially designed game should have clearly defined rules, so that participants know what they need to pay attention to. Importante there is also defining the objective, This will ensure that the pupil is aware of what they need to do do to achieve it and win. In addition zthe use of different levels obstacles will provide more excitement and help the player develop.

Gamification and loyalty schemes

Nowadays, more and more difficultlyThe aim is to surprise the consumer. The introduction of gamification as an additional component to the programme loyalty scheme, deliverand gave the participants plenty of positive emotions. Incorporating elements from computer games will enhance the customer’s satisfaction whilst shopping. As a result, the consumer has a better shopping experience with the brand, which translates into greater engagement on their part and loyalty.

It is important to introduce a rewards scheme and clearly define the rules for earning them. The criteria may vary, depending on the organiser’s creativity. Application of the system everyday rewarding performanceear per user increase in frequency interaction with the organiser’s initiative. Rewards may be awarded for making purchases of a certain value or for leaving a review of a particular product, or even just for visiting on the website online. As you can see, there are plenty of possibilities, which means we can easily influence increase in activity consumer.

An interesting example of the practical application of gamification is the campaign siethese Rossmann chemist’s, which implementeda recently to its loyalty scheme a gamified challenge called „Can You Feel the Vibe?”. To earn points, participants have three options:

– Ua section on tasks, missions and challenges. Points are awarded for every task completed correctly. Their number decreases as the number of mistakes the player makes increases during their carried out.

– Ptake part in a creative challenge in which participants must complete a project strictly defined by the organiser. This might involve adding a photo or a description that meets the criteria described.

– WJoin the KPI challenge, which involves achieving a pre-determined objective, such as the purchase of products, which are taking part in the „Feel the Climate” campaign”.

Every user has access to the „Rewards” tab, which contains the available range of benefits, strict rules governing their allocation, and the number of points required to claim them. However, the programme mentioned above is not the only one in Poland to have introduced elements of gamification. .

Summary.

Gamification are becoming increasingly common in everyday life everyday. It is used in many fields, including education and business. Its main aim is to increase activity and audience engagement. Thanks to the elements introduced fromdrawn from the world games, the participant experiences one new thing after another challenges and emotions. Gamification In education, it works really well for to boost pupils’ motivation, whilst the approach used in loyalty schemes leads to increased consumer loyalty and engagement.

Postscript

Gamification is one of the marketing strategies that is rapidly gaining momentum. Why are more and more companies deciding to adopt it? According to the latest research, companies that have opted for this approach have observed:

• an increase in consumer activity of approximately 47%,
• an increase in consumer brand loyalty of approximately 22%,
• an increase in general brand awareness of approximately 15%.

On analysing the above data, it is clear that investing in gamification simply pays off. However, it is still important to bear in mind that gamification must be carefully designed in every respect in order to achieve its intended objectives.

Doug Palmer, a well-known analyst, has identified four key points that should be included when designing gamification.

The first of these is the progression path, which combines the development of the storyline with the challenges the user must overcome. The player must have a specific goal to strive towards. The organiser should therefore set out, at the outset, the conditions under which the consumer will earn rewards.

Feedback and rewards are another criterion to bear in mind. Users should receive feedback after every successfully completed action. Whilst this may seem unnecessary to many developers, verbal praise is a key motivational factor here. Of course, we mustn’t forget the benefits mentioned earlier, as these are, after all, the main reason why consumers engage with gamification. The path to earning a reward mustn’t be too difficult for the user. Why? Because this can effectively discourage the user from taking part in challenges.

Another important aspect is the social element – that is, the opportunity for players to compare their performance with one another. As well as competing, participants can motivate one another to tackle further challenges. This ensures that every player will progress and strive to achieve the best position relative to the others.

The final factor is user experience and the interface. This involves the use of specific elements that make the platform easy to use, whilst the graphic design not only appeals to the user’s eye but also makes their participation in gamification easier and more enjoyable. This aspect should not be overlooked, as today’s users pay a great deal of attention to the design and visual presentation of the platforms offered by companies.

Combining these few elements will encourage participants to take on the challenges on offer, thereby ensuring the success of the gamification scheme.

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