Gaming applications have conquered the app store charts with a mighty roar, boasting over 55.5 billion downloads in 2021, as per a Statista study. They surpassed the downloads of tool and social media apps which generated 12.13 billion and nearly 10 billion downloads, respectively. Let's explore the factors that make games so popular, the structures used to develop them, and how to gamify non-game apps, to understand the psychology behind a game.
Businesses are always seeking growth, and mobile apps, as businesses themselves, aim to generate revenue consistently and increase their numbers each month. The primary goal of your app is to sell a physical product or service that meets the needs of the user. However, there are two main challenges you may face: maintaining a consistent revenue flow over time and setting yourself apart from direct competitors to establish your product as the top in the market. To overcome these challenges, you need to create a loyal and engaged fanbase for your product. One potential strategy to achieve this is to incorporate gamification into your app. While there are certainly other methods to explore, gamification can be particularly effective in increasing customer engagement and driving long-term loyalty. We can enhance user engagement by incorporating gamification elements typically found in games into our non-game applications.
The Powerful Trio
Engagement: Engagement can be defined as the level of user investment in using an app. This includes the frequency and duration of user sessions, the number of actions taken within the app, and the retention rate over time. High engagement indicates that users are actively using the app, which provides more opportunities to generate revenue. On the other hand, low engagement makes it difficult to monetize the app.
Monetization: Monetization in gamification is typically achieved through in-app purchases, advertising, or subscription models. This includes sponsorships and advertisements, where free apps or their free versions include embedded ads. Paid apps and in-app purchases are another method, where users are asked to pay upfront or unlock certain features for a fee. Subscriptions have also been successful, providing a steady income for companies.
Loyalty: Loyalty is closely tied to engagement and involves rewarding customers for continually engaging with a brand. In a competitive market, it's crucial to build a loyal customer base that consistently chooses your brand over others. Retaining existing customers is more cost-effective than acquiring new ones, and loyal customers often contribute a significant portion of a store's revenue. Gamification strategies often align with loyalty strategies, as they encourage players to return to the app and become loyal fans.
Advantages of Gamification
Gamification taps into our instinct to play, making the learning process more engaging and enjoyable. This increased engagement can lead to improved motivation, attentiveness, and active participation, ultimately enhancing the learning experience and knowledge retention.
By incorporating game elements like challenges, levels, and progress tracking, gamification enhances the overall learning experience. It provides interactive and immersive experiences that can help learners absorb information more effectively and improve their understanding and performance.
Gamification provides clear goals, rewards, and feedback systems that motivate users to achieve objectives and strive for success. The use of points, levels, badges, and other incentives creates a sense of accomplishment and progress, driving users to stay engaged and continue their journey.
Gamification can create a friendly competitive environment that encourages users to challenge themselves and compete with others. This healthy competition can spark motivation, drive higher levels of participation, and foster collaboration, as users work together to solve problems or achieve shared objectives.
By implementing gamification elements, businesses can cultivate a sense of loyalty and attachment among users. The fun and rewarding nature of gamified experiences can create a positive emotional connection with the product or service, increasing user retention and fostering brand loyalty.
How to implement Gamification structure
Clearly define what you want to achieve through gamification. Whether it's increasing user engagement, improving learning outcomes, or driving specific behaviors, having clear objectives will guide your game design.
Determine the behaviors or actions you want to incentivize or encourage. These could be completing specific tasks, reaching milestones, or demonstrating desired skills or knowledge.
Select game elements that align with your objectives and target behaviors. Common game elements include points, levels, badges, leaderboards, challenges, rewards, and progress tracking. Consider which elements will motivate and engage your users the most.
Develop a compelling story or theme that draws users into the game. This can add an emotional and immersive aspect to the experience, making it more enjoyable and captivating.
Clearly establish the rules, mechanics, and gameplay mechanics of the gamified experience. Ensure that users understand how to interact with the game, what actions will earn them points or rewards, and any constraints or limitations they need to be aware of.
Implement feedback mechanisms to provide users with real-time feedback on their performance and progress. This can include immediate feedback for correct answers or achievements, as well as rewards or incentives for reaching milestones or completing tasks.
Continuously monitor and analyze user engagement and feedback to identify areas for improvement. Collect data on user interactions, performance, and preferences, and use it to make informed adjustments to your game structure to enhance the user experience and achieve your objectives more effectively.
Examples of Gamification:
Duolingo: Duolingo is a language-learning platform that leverages gamification to make the learning process more enjoyable and engaging. It uses various game elements such as points, levels, and leaderboards. Users earn points for completing lessons, correct answers, and practicing regularly. As users progress through levels, they unlock new content and receive achievements and badges, recognizing their accomplishments and motivating them to continue learning and improving their language skills.
Nike+: Nike+ is a fitness-tracking app that incorporates gamification to motivate users to stay active and achieve their fitness goals. It allows users to set exercise goals, track their activities, and earn rewards. Users can earn achievements and badges for completing challenges or reaching milestones. Nike+ also encourages competition among friends by providing leaderboards to compare progress and engage in friendly challenges, fostering a sense of community and motivation.
Khan Academy: Khan Academy is an online learning platform that incorporates gamification to enhance the learning experience for students. It uses a points system to track progress and rewards students as they complete lessons and activities. The platform also offers badges and achievements to acknowledge their accomplishments and motivate further learning. By engaging in gamified elements, Khan Academy aims to instill a sense of achievement, progress, and enjoyment in the learning process.
McDonald's Monopoly: McDonald's Monopoly promotion is an example of gamification used in marketing. During this annual event, customers receive game pieces with their purchases, which they can collect and match to specific properties on a Monopoly game board. By collecting entire sets or completing specific combinations, customers have the chance to win various prizes, from free menu items to larger rewards like vacations or cash. This game element encourages repeat visits to McDonald's, increases customer engagement, and drives sales during the promotional period.
Gamification can be a powerful tool to make tasks and duties more enjoyable and engaging. By infusing a dynamic and fun approach into otherwise difficult or undesirable tasks, users are more likely to be motivated and enjoy the process. However, it's important to note that gamification may not be the solution for every problem. It requires careful analysis and understanding of the target audience and their needs.