Why use gamification?
So what is the biggest added value of gamification? Why should we choose gamification now instead of using the rather traditional ways of transferring knowledge and information, such as lectures, literature, classical teaching moments...?
Much research has already been done on gamification and it has shown that applying gamification has some major advantages over traditional methods.
The great strength of gamification lies in 'doing'. You only really learn how to bake a cake when you bake the cake yourself - not by watching, listening or reading how someone else bakes a cake. Moreover, 'doing' in a simulated environment (does not have to be digital) has been shown to achieve the same results as 'doing' in a real environment.
Positive effects of gamification!
In addition, the following positive effects also emerge when gamification is used:
more engagement
Gamification creates more engagement among players (your target audience). They show more commitment towards what you want to achieve, making you reach your goals faster. Gamification is more accessible, which also makes people more willing to do something.
enhanced learning ability
Games we do voluntarily and with pleasure. The game mechanisms and reward systems in gamification release dopamine in the brain. This enhances our cognitive ability.
increased self-confidence
Making mistakes is allowed. Especially in a gaming environment. If something fails, just try again until you succeed. This is a very powerful way to learn something and makes the player feel more confident in what they are doing.
more transparency
Feedback is an important element within gamification. It shows the player's progress and provides learning moments. It creates transparency by making the player's progression and goal clear (and therefore more achievable).
improved collaboration
Certain games allow players to work with each other to achieve a certain goal - if they don't work together, they won't achieve the goal.
more creativity
Introducing gamification has been shown to make people think more creatively. The wide range of possibilities within a game, stimulates the imagination and creates more creativity.
more fun
Games are fun. People play games for fun. By also introducing game elements in e.g. the workplace, employees will have more fun, get into a flow faster, have more energy and feel positive engagement.
increased perseverance
A game is often not easy, especially the further you go in the game. The last level is often the hardest. Yet players don't give up. They want to reach that next level and keep going, a trait that is also very useful in real life.
cost-effective
In some cases, gamification has also been shown to be cost-saving. For this, take a look at the following figures, taken from a study by the Aberdeen Group:
In an organisation that uses gamification,
the following can be achieved:
42% higher effectiveness in onboarding, training and retaining sales people
Be 32% faster at bringing in sales representatives
30% shorter sales cycle
20% higher lead conversion rate
13% more representatives meeting annual quota
Streck, H. (2016) Gamification: De Kracht Van Beleving. Amsterdam: Futuro Uitgevers.
Pitfalls
Gamification is very effective and efficient, but there are still some concerns and pitfalls to try to avoid.
-
Gamification is based on some fairly simple basics, but its elaboration is complex and thoughtful.
-
You don't do a gamification project lightly. There is a certain goal you want to achieve and it is important that there is sufficient focus on this throughout the gamification project.
-
Proper framing is necessary.
Wondering how we at Wakaaro work to bring out the positive effects of gamification in your project and avoid the pitfalls? Click through below or get in touch!
