Understanding Gamification
As we delve deeper into understanding gamification, we need to understand the importance of two significant forms of engagement and two types of motivation that drive human behavior.
Together, they help us understand the captivating allure of gamified experiences and why they inspire us to action.
They also shed light on how the clever fusion of these elements can make even mundane tasks enjoyable, fostering participation and loyalty in various fields, from education and fitness to business and social development. Now, let's explore these forces and see how they interact to bring gamification to life.
1. The Balancing Act:
Transactional and Emotional Engagement
At its core, gamification is about creating engagement. However, there are two distinct forms of engagement to consider: transactional and emotional.
Transactional engagement — involves the use of game mechanics like points, badges, and leaderboards to promote desired behaviors and actions. A retail store, for instance, may award customers points for each purchase, redeemable for discounts or free merchandise. This form of engagement drives specific outcomes, such as improved customer satisfaction or productivity.
Emotional engagement — contrarily, aims to form a deeper bond with the user. This involves cultivating a sense of immersion and connection to the experience. Take the popular mobile game "Clash of Clans," for example—it creates an emotional link with players through intricate world-building, social interactions, and progress through levels. This kind of engagement builds brand loyalty and fosters a sense of community.
Both transactional and emotional engagement are essential in gamification—they operate synergistically to craft an engaging and effective experience. While transactional engagement steers certain behaviors, emotional engagement facilitates a deeper connection, heightening motivation and engagement over time.
2. The Human Fuel
Intrinsic and Extrinsic Motivation:
Understanding gamification requires a deep dive into the world of human motivation. This world is chiefly governed by two types of motivation: intrinsic and extrinsic.
Extrinsic motivation — is ignited by external factors. These could be rewards waiting at the finish line or the threat of negative consequences if a task isn't completed. Consider a student striving for a top grade on a project. The grade itself is the extrinsic motivator pushing the student to research, write, and revise. Extrinsic motivators are like the wind in our sails - they provide a clear direction and a powerful push.
On the other hand, intrinsic motivation — originates from within us. It's the inner desire to engage in an activity purely for the satisfaction it provides. An example is someone who plays piano simply for the joy of creating music. There's no audience to applaud, no prize to be won—only the intimate experience of harmony and expression. Intrinsic motivators are like our internal compass - they guide us towards activities that fulfill us.
In gamification, both forms of motivation play crucial roles. Extrinsic motivators, like points or badges, can spike immediate action and foster a sense of achievement. However, to sustain long-term engagement, the experience must kindle intrinsic motivation. The game or task must be intrinsically satisfying, beyond any points or badges.
The art of successful gamification lies in its ability to blend extrinsic and intrinsic motivators. It encourages action with tangible rewards while simultaneously nurturing an inner drive for the joy of the activity itself. This is the driving force that propels us in the compelling world of gamified experiences.
Good Gamification in Practice:
A good example for gamification with motivation and engagement is:
A learning app might use a storyline where users are secret agents trying to solve a mystery—one that can only be solved by learning new languages. The intrinsic motivation to solve the mystery, combined with the emotional engagement in the storyline, would promote more dopamine release than simply rewarding points for completing language exercises. Intrinsic motivation and emotional engagement make the activities rewarding in and of themselves, beyond any points or badges.
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Chapter 6:
Types of Gamifications
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