Gamification Marketing, a term which was once being treated as a flash in the pan trend, may have had a shaky start but has since found it's legs and has gone on to become the fastest and best ROI (return on investment) for marketing campaigns in 2019. With 2020 underway we can already see marketers and developers displaying a greater understanding of gamification and its previously untapped potential within their latest campaigns.
In 2020, we can expect Gamification to step into a new level of approachability, functionality and lifestyle integration as it would seem Gamification has grown up. This more refined and mature approach to Gamification will be a lot more subtle than earlier gamification initiatives, and that is the point. The more effective a gamification process is, the less it is noticed by the user.
There is a lot of new ground that Gamification intends to tread in 2020, so much so that this list below is the first component of a two part article. Let's read on and see what else is in-store for gamification in 2020.
Gamification design shifts to intrinsic motivation
Already in early 2020 we’re seeing Gamification initiatives have their design elements be more structured around principles of intrinsic motivation rather than relying on external factors. I believe this detail alone will see gamification mature into more of the process it was always intended to be going forward.
Experts feel that the use of extrinsic motivational factors in gamification is not fit for long term gamification and it can only bring immediate results (nothing wrong with that if that’s what you need), this may see a rolling back at later stages. Moving forward, Gamification designers need to consciously in-build the intrinsic motivational factors their players need, into their gamification initiatives for which they need to thoroughly analyse the player type. For example, extrinsic rewards like discount coupons or discounting used by e-commerce companies are good enough to cultivate the habit of online buying but these rewards might not induce the buyer to buy in long term and its eventually the convenience of online buying and the choices available which make a buyer come back. The same is the case with gamification of learning as well, learners will initially get hooked to learning due to external factors like badges, leaderboards etc but will come back wanting more of it only when they enjoy the process of learning. Hence, the experts believe that the future of gamification will see an inevitable shift to more intrinsic motivation.
E-Learning will go deeper in its teaching and wider in its reach
Experts predict that gamification will make deeper inroads within important industries, which have customary processes like education, healthcare, pharmaceuticals, financial services and so on. In such industries gamification of learning was implemented mainly in areas of compliance and important operations but with sustained results, gamification will find application in other areas of learning as well like sales training, onboarding as well as soft skills.
E-learning gamification will find a wider application in the unexplored areas of corporate governance, civic maintenance. It can also make a big impact in fields that are extremely competitive and require differentiation in order to maintain a foothold in the market. This includes e-commerce, retail, entertainment etc.
A big gamification push within the employee onboarding process
Gamifying the onboarding process is a hot trend for 2019 with more and more organisations choosing to move far away from the traditional classroom orientation accompanied by the obligatory information files which new recruits are expected to steadily wade through.
Employee onboarding is no longer an overseen aspect of converting new employees into insiders, as studies and findings report that new employees are 69% more likely to stick around for more than 3 years if you provide them a well-formed onboarding process. This alone conveys the importance for organisations to ensure that they provide an engaging onboarding experience to their employees and what better way to educate and engage your inductees than through a clearly defined gamified solution.
Productivity and project management tools have seen the biggest increase in gamification so far and we reckon there is much more to come. The HR Tech market is exploring gamification of employee engagement with a lot of effort and activity also in the recruitment space, where gamification is eliminating bias and providing the opportunity for 24/7 feedback.
A gamified onboarding program is a fun and exciting way for new recruits to get to know the company and learn how to best perform in their job. The content is delivered in bite sized chunks throughout the different onboarding stages. Team games can also be utilised to facilitate interaction and establish connections between employees.
In fact, gamification of employee onboarding is currently the strongest area of business gamification going around, as it creates a great brand experience for the employer and increases retention and application for the new hires. Through creating a reward structure that recognises progress and achievement, while challenging and encouraging new hires to level up and adopting perimeter building game mechanics, you will see a greater number of strong and loyal hires as an outcome.
Shift to gamified LMS
While your organisation may have a Learning Management System (LMS), does it support gamification?
Modern LMS options that are currently available on the market are including the strongest gamified elements like points, badges, and leaderboards in order to create and sustain user engagement. Thus the future will see the updating of LMS systems to have more game dynamics and elements that enable organisations to perform tasks like;
•Leverage the power of competition with the game elements like leaderboards, badges, achievements, points etc.
•Detailed tracking of the user’s learning process and progress, which can then be rewarded and cultivated.
Gamification will continue to blend with other learning technologies
While e-learning gamification is also used as a standalone learning strategy, there is a visible trend of combining or blending e-learning gamification with other learning strategies. For example, according to a recent study conducted on a group of target learners, it was discovered that micro-learning creates 50% more engagement. When micro-learning is combined with e-learning gamification, the benefits of learner engagement is expected to multiply several times.
E-learning gamification can blend with other learning strategies as well, such as AR, VR to make the learning more engaging and immersive. Imagine playing an online firefighting gamified VR module where you can learn the basics of firefighting, the Do’s and Don’ts etc in a virtual environment build. The organisation can reward the learner when he/she is able to complete the challenges like -douse the fire within the stipulated time frame, completing the e-learning assessment etc.
We are still really only at the beginning of the gamification journey and understanding where this approach can take us. We may see the increasing use of terms such as ‘immersive technologies’ to explain the type of engagement we’re discussing; but at its heart, we know it’s gamification.