A recent report reveals that gamification isn’t always put to best practice and is predicted that 80% of gamified applications fail to meet targets mainly due to meaningless physical and mental rewards to the end user and thus begs the question, How do I implement gamification effectively?
The main question then, to ask yourself is, how do I implement gamification to achieve the desired objectives and needs of the end user?
Let’s start by mentioning that gamification is about constant iterations, user testing and a long term commitment toward an end goal.
Manage your expectations by setting realistic goals for your platform.
Create a system of monitoring player motivation, mechanics and effectiveness of your strategy. Once you have sufficient data, react on the outcomes of each roll-out by improving various aspects of your strategy or product.
Be very selective in the various metrics you will use for your strategy, any metrics stored will usually equate to big data which may place a performance impact of the end user due to slow loading times or more fields to fill out as well as many other aspects which might lead to a decreased user experience.
Examples of metrics most commonly used are:Engagement
- Average number of user actions
- Number of users engaging in the gamification
- Number of times the user comes back
- Progression of users through the experience
- Customer satisfaction
- Retention of information
- Frequency of visits/tasks
- Decrease in response times
- How long users spend on the platform
Quality of user interaction is also vital to monitor, through this we can get users to generate accurate reports, give accurate ratings on content websites and fill out fields.
To get a successful product gamification strategy underway, you will need to take a number of elements into consideration.
Designers, developers, admins, IT Support and various licencing fees which all cost a considerable amount of money but are vital to the success of the platform which means the need for gamification in your product strategy must obviously be valid and correctly budgeted for.
Marketing also plays a huge roll in successfully launching a new strategy but is not always a cheap investment in both time and money so you should be fairly confident that your strategy will play out before investing in this.
All data should be backed up, you don’t want a user to complain to your HR Head that their points are missing! Also keep track of any changes in roll-outs as these changes can influence your gamified elements and you should issue a no guarantee warning to users, especially in early stages.
Once you have successfully launched and implemented your strategy, you have only just begun the long journey to a successfully gamified product!
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