Ideawatch

INTRODUCING GAMIFICATION
By Kabir Ahmad Advent of using digital application in business already proved the better user monetization metrics in terms of marketing, social networking, and managing enterprise resources. Not even the technique, the web itself has emerged into more vibrant way as Web 3 standard can function like a human i.e. aggregating data & information and producing as the way user demand. The di erent digital marketing techniques i.e. Search marketing, paid marketing, social media marketing, apps style marketing, and lately game & mobile marketing, everywhere the target is attracting visitor and engaging them. For enterprise resource tools has also started focusing users productive engagement issue along with adding e ciency for organization. In a word the media consumption has been disrupted with the numbers of techniques and tools. People are continuously seeking new ways to pass time. The situation even became worst for a business to decide of what to use, how to use digital application for best user monetization? A notable trend is observed with the acceleration of gaming industry especially social gaming, smartphone gaming, gaming on tablet and casual gaming. These game play performs has been able to show better user stay time and targeting beyond the usual age bracket. The research shows gamers spend on an average 30-40 minutes per day on game play which is 5 times higher engagement time than other digital marketing techniques can generate as well as engaging people for long hour game play from 30 + age group. The research also proved that a

A Vibrant user engagement technique that every business should consider using

Game has something more than just passing time that keep people engaged is called Game Techniques or Mechanics i.e. using point calculator, performance ranking, rewarding user a badge, live competitions, wining trophy and showing it to live leaderboard to name a few. The digital marketing innovation continued and emerged Gami cation as a new user engagement technique in 2010 from Silicon Valley, USA. Within two years it spreads across the globe. Big brands like IBM, CocaCola, Pepsi, LinkedIn, Google, Facebook, Hallmark, Nike, BMW, Starbucks, American Airlines, Times of India, Expedia etc. has adopted Gami cation technology to their digital solution o ering. It even crossed the industry bar, it can be applied to any industry solution i.e. entertainment, consumer, news, fashion, bank, social development, research, education etc. The Gami cation industry valuation has also set a high growth promise reaching USD $3.6 billion globally from its current level of USD $150 million. The industry has also showed a good adoption rate,

it is predicted that 80% of Global 2000 organization will have at least one gami ed applications by 2017. Still the big question remains, what actually Gami cation is? By de nition, it is an embedded gaming technology where gaming techniques or mechanics are applied to non-game environment to create fun and pleasure. The process starts with analyzing real life behavioral pattern & innate motivators of targeted users followed by de ning motivators as game mechanic or technique, applying it to website or application or enterprise resource program, monitoring the engagement performance and adding new motivators periodically. The process counts every single on-site action of users and rewards them as per de ned program motivators targeted to engage both Gen X and Gen Y users in fun and interesting way. The technique can increase user engagement ratio to 80-90%. Ultimately Gami cation can create a Loyal User Base for any business.