Gamification
Gamification is the use of game mechanics and elements in non-game contexts to encourage participation or particular behaviours
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It draws on devices such as points, levels, badges, challenges, progress bars and leaderboards. In marketing it is used in loyalty schemes, apps, training and campaigns; beyond marketing, in education, health and HR. A common example is the daily streak in a language-learning app.
It is not the same as advergaming, which means creating a whole game for advertising purposes. It works best when the mechanics support a goal the person already has; if they only add superficial rewards, interest tends to fade, and some mechanics can verge on dark patterns if they apply too much pressure.
Topics