Industry 4.0 has been become a popular topic around the world for several years. Together with other mega trends such as Artificial Intelligence, Augemented Reality, Big Data as well as Cloud Computing, Gamification has gained its currency in the age of Industry 4.0.
What is Gamification?
In simple words, gamification is a process of applying game mechanics into an existing non-gaming context in order to motivation participation and improve engagement from users. So games are now not only for kids; games are now for everyone and can be applied in anything. An simple example is that collecting a stamp every time we buy a coffee and then 10 stamps for a free drink. It is like in a game – completing a level to get a reward.
How does it work?
Game mechanics are developed based on psychological motivations including Desire, Incentive, Challenge, Achievement/ Reward, Feedback and Mastery. Those psychological motivations allow gamification to work by triggering emotions that are linked to positive user experience.
- Users have there own control
Psychologically people like sitting in the driving seat to totally control their own destiny, instead of being forced. Gamification in e-learning is a typical example giving users control all the time. Users can make their own decision to learn a new lecture, repeat the previous ones or even stop learning whenever they want.
- Users know well where they are and where they are going
It proves the human desire toward safety. That is why games even a classic ones like Mario usually often provide users a map to let them know where they are and where they are going then. In term of gamification, the map system allows users to identify and manage a process or a journey. Showing customers the check-out process including steps of Shipping >> Payment >> Review & Place Order is an application of gamification in online shopping. Customers know well which activities they should conduct, which step they are in and are manageable to get back or proceed. It contributes then to positive customer experience.
Everyone loves rewards, it is obviously true. It also happens with gamification where users would get something as a reward after completing a certain goal. It encourages users to do it again or attempt better to get another reward, which later on can reinforce a habit or behavior. The thumb icon of Facebook is a successful application here. Users post something on Facebook and are hopefully rewarded instantly with likes, which motivates users to do it again and again; but the final winner here is Facebook who can well maintain and improve user engagement.
- Recognition of achievement
People do not do anything to get nothing. Everything people do is to achive something. In term of psychology, achievement is the most powerful driving factors of human behavior. Imagine that how motivated you are when you recieve a cup or medal after finishing a level of an online language course. It is then a significant encouragement for you to continue to do the next level.
- Users can set their own goals and compete with themselves
“Humans are competitive by nature. Most of us want to push ourselves further and harder.” Most of fitness applications can reflect this point with features named Best Record and Previous Record. Moreover, showing statistics is a trigger for users to attempt more and beat themselves.
- Competing with ourselves is not enough
Again, “human are competitive by nature” and we need competitors as a motivating factor to be better. The ranking list that shows where users are among others is applied in many applications from fitness, e-learning and social network. Especially, competing by number of likes, comments and shares is also a highly competive on social networks.
That is about status belonging to esteem needs according Maslow theory. Most of us will work hard to achieve our own status that creates exclusivity leading to intrigue, jealousy, and curiosity from others. “Gold” or “Platinium” membership is an example where customers attempt to achieve, which then leads to their loyalty to the brand.
- Teamwork and collaboration
Community and collaboration is another vital psychological driver in which people bring together in a shared goal and make it successful. It is a shared achievement later on. It is often applied in funding projects where participants contribute to obtain a big goal with limited time.