Gamification - The reality of what it is… and what it isn’t

Gamification is a buzzword currently reverberating across the internet - but how much of it is hype and how much is reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement.

Gamification - The reality of what it is... and what it isn't

Kyle Findlay and Kirsty Alberts The TNS Global Brand Equity Centre, South Africa


Gamification - the application of game mechanics to non-game environments to enhance user engagement - is a term being bandied about the business world. Having only recently made its debut in the business lexicon, the term gamification is rapidly becoming commonplace. Why the sudden interest? Well, promises of enhanced customer engagement and satisfaction, as well as attractive returns on investment, are a guaranteed drawcard. Proponents of gamification sermonise its unparalleled benefits,...

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