They use games to manipulate consumersby Raffaele Nappi - 2016.11.25
“Adults, in equal measure to children, learn better when playing”. The reason why, according to Lauren Ferro of the Royal Melbourne Institute of Technology, multi-nationals over half the globe are investing infinite sums of money in Gamification. Coined in 2010 by the American game-designer Jesse Schell, this term is a new frontier in market psychology That is able to convince the user make certain decisions simply using the dynamics and mechanics of the game (points, levels, rewards). Let us look at what exactly this is about through a few examples.
Kingfisher, a logistics and distribution company established in London in 1982 that now has more than 900 stores in 8 different countries, was one of the first the adopt the process of gamification. In the space of a few months, it has been able to create awareness and increase the likelihood of saving amongst its 36,000 employees with a simple game.
The Romanian application-development company T-Me Studios, has launched a very high-tech “game-keyboard” that can improve productivity with tools such as instantaneous translation, interaction with Google Docs and customisation with emojis. It has won over more than 1.4 million users since its launch, with 300,000 players a day.
Gamification has also changed the Internet advertising world. The games, in fact, make the ads more enjoyable. Aflac, for example, one of the largest insurance companies in the United States, has registered an increase of 431% of clicks on its on-line advertising banners through the “Save the Duck” game with its duck star.
In short, the secret to the success of Gamification lies, as has been said, in knowing how to sugarcoat the pill.
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