Lowdown: Gamification

Chris Jefford
Saint @ RKCR/Y&R

What do credit cards, online forums, school star charts and happy hours have in common? Well, if you've ever had a pang of envy over your colleague's platinum card or turned up to a specific pub at a specific time in order to redeem drink deals, then you are already active participants in the art of Gamification.

Gamification is the process of introducing traditional game strategies into real-world situations to heighten a consumer's propensity for participation. Games generally offer up a simple proposition - spend time with us, play with us, and we will reward you. Yet the strategies employed by games designers to motivate engagement, play to some core and complex human emotions, and thus are of increasing interest to marketers.