The Gamification Revolution | Gabe Zichermann

Summary of: The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competition
By: Gabe Zichermann

Introduction

In ‘The Gamification Revolution,’ Gabe Zichermann introduces the many opportunities that gamification offers businesses and organizations. Gamification, the art of using games to bring people together or solve problems, leverages behavioral economics and design to engage participants. This book summary will explore the various ways that games can help invigorate a brand, engage with customers, raise profits, and inspire innovation and creativity within a company. By understanding how games can be applied to marketing, recruitment, training, and internal problem-solving, readers will learn how gamification can be instrumental in connecting with people in a digitally-driven world.

The Power of Gamification

Gamification is a strategy that uses games to achieve specific outcomes. It leverages design and behavioral economics to solve problems and get people together. It offers great opportunities for businesses and can be critical for their success. The ubiquitous nature of games also means they are essential for connecting with people in our modern world.

Many of us are familiar with games like chess and Angry Birds, but have you ever heard of gamification games? This book explores the concept of gamification, which means using games to solve problems and bring people together.

One example of gamification is the annual McDonald’s Monopoly game, where customers receive Monopoly pieces with their food or drinks purchases. The game encourages customers to visit more branches or order bigger meals to get more obscure pieces and complete a set.

Gamification works by leveraging behavioral economics and design elements such as points, badges, levels, leaderboards, and scoreboards. It offers a useful strategy for businesses to invigorate their brand, engage with customers, and increase profits.

There are also grand challenges that offer prizes to winners and aim to solve specific problems. Grand challenges have led to great discoveries and inventions, such as the establishment of our system of longitude in 1714.

The ubiquity of games is another reason why gamification is an essential tool for businesses. Over 60% of people in the Western world regularly play computer or video games, and about 70% of toddlers and young kids play them. Connecting with people in our modern world means using means that hook them in, and games are one of the best ways to do that.

Gamification for Engaging Customers

Gamification is not only about fun games but also about connecting with customers on a new level. It engages people and responds to their desires and needs. Companies like Ford and Nissan have gamified their cars to attract young people who prefer public transit. The strategies allow these companies to engage with eco-friendly young people who don’t drive. The rapper Chamillionaire created a gamified community, the Chamillitary, as a loyalty program to encourage fans to buy his music and merchandise. It allows him to reach out to his fans without relying on a record label’s marketing department. In summary, gamification lets companies give customers what they want, so they provide for the company in return.

Gamification in Business

Gamification can enhance employee engagement and problem-solving within a company’s strategy. Alternative Reality Games (ARG) can help businesses anticipate future scenarios and prepare for eventualities. Scenario planning is a gamified process in which teams outline the opposing side’s actions and assess possible outcomes. This process is useful for negotiations and predicting market trends, as shown by bond company PIMCO’s foresight on Lehman Brothers’ collapse. Gamestorming, a gamified form of brainstorming, engages employees more enthusiastically in problem-solving sessions. The 3-12-2 game fosters creativity and collaboration by giving participants three minutes to write aspects of the issue, 12 minutes to brainstorm solutions in pairs, and two minutes to pitch their ideas. By introducing gamification into its strategy, businesses can boost employee performance and solve challenges to their advantage.

Gamification in the Workplace

Games can be used to improve employee motivation and performance, even in boring tasks. Nike and Target used gamification to increase camaraderie, teach company history, and give employees a sense of control. The goal is to make employees excited about the brand, which in turn improves customer experience. Providing instant feedback and goals can enhance agency and reduce work stress.

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