Gamification Transformed: Gamification Should Deliver the Best Parts of Game Experiences, Not Just Experiences of Game Parts

Gamification: Two Views

Games can offer user experiences that build customer loyalty through providing value to the user. However, there is some confusion about how to translate great game experiences into gamification. Traditionally, there have been two views of gamification that are similar (Figure 1).

Figure 1.

Two views of gamification

These two views are problematic. Neither of these views describes which game elements deliver great user experience, how to provide value to the user, or how to deliver these experiences. For example:

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  Using game elements in non-game contexts can lead to a confusing user experience. Which elements of games are useful? Digital experiences require an investment of time and resource, and adding game elements to an experience may result in a lack of coherence. What if those game elements don’t deliver a game-like experience? This definition could result in providing chocolate-covered broccoli as gamification. Will chocolate make the broccoli better? If there is no game experience, then is it gamification?

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  Amplification often depends upon behavioural modification techniques to increase engagement. In high-value interactions with customers, employees, patients, and partners this approach can backfire. User research data has shown that behavioural techniques may lead to short-term engagement, but create long-term resentment and feelings of manipulation.