I love Gamification, but I also hate it...and here is why....
Just because your company can gamify something doesn’t mean it should!
This is the classic mistake I advise companies on when it comes to gamification - they come to me and show me these fantastically designed gamification mechanics - yes, the mistake is that they start with the mechanics first.
This means they are sitting with their team and saying "how can we include points or badges, streaks or a dying mascot (because they seem to work for that cool app we have seen)
They quickly copy the feature and it ends up falling flat like a pancake and it does not increase engagement like they thought it would.
They tell me, we wasted money, resource and time and customer good will - and in some cases they even cause harm - and the c-level people say... these games are a waste of time! drop this, it does not work.
But the fault is not with gamification itself. The fact is that gamification has to start with understanding the behavior and psychology of your users or employees first, and not only the behaviors, but also the context and motivation level.
See, once you understand these things, then you can think about what to implement and you will be able to de-risk your gamification strategy and actually increase engagement, which is your actual goal right?
When I need some inspiration when working with a client, I always like going back to this great resource:
Actionable Gamification by Yu-kai Chou
It includes the Octalysis Framework with its 8 Core Drivers of Gamification:
1. Meaning 2.Empowerment 3. Social Influence 4.Unpredictability 5.Avoidance 6.Scarcity 7.Ownership 8.Accomplishment
Highly recommended if you want to think about gamification - and if your company needs help, you know where to find me!
How do you approach gamification? (please no badges, points or leaderboards in the comments :) ...