Why does Gamification Work: A Look into Successful Examples
This is the second in a five post series into all things Gamification. Last week, we posted ‘More Than Just Badges: We Play’s Definition of Gamification.’
The term “gamification” would not exist if it weren’t for the rise in popularity from its successful examples. We believe that the hype surrounding gamification is deserved and appropriate for the future of social media, technology, and behavioral engagement.
According to Forbes, the global gaming industry is set to be worth $82bn by 2017, a considerable increase from today’s $67bn valuation. The deep engagement and connection we have with games goes beyond current scientific knowledge, but we can clearly recognize that games are powerful.
Our Love of Gaming
Why do we love games so much? Because they are fun! So much fun, that gamification has a market of its own. Currently valued around $242m, this white paper published by the Gaming Business Review anticipates the gamification market to be worth around $3bn by 2017. Who is currently dominating the gamification market? Also, how does We Play plan to establish itself in the market space?
Platforms and Solutions—The Big 3
Bunchball, Badgeville, and BigDoor are the key players in today’s gamification market. They provide platforms, software solutions, and consulting services to help clients integrate gamification to their business plan. These three companies work with various industries such as publishing, entertainment, retail, finance, fitness, and many others. However, they are all unique in their approach towards gamification:
Bunchball—known to be the most professional of the three. They work with top clients such as Salesforce.com, Microsoft, Adobe, and IBM. They believe that gamification is about designing applications that give people personalized challenges, the opportunity to compete and collaborate alone or in teams, and meaningful rewards. Their platform successfully uses social media tools, points, badges, and leaderboards to help drive fan engagement.
Badgeville—known to be Bunchball’s main competitor. Badgeville’s Social Reward Analytics Platform is the key to their explosive growth. The platform allows companies to reward their fans in the front end but also allows them to “look at the numbers” in the back end. Based around the idea of “if you can record it, you can reward it”, Badgeville is committed to driving traffic to sites by rewarding different ways users can interact with a company. Their partners include Oracle, Klout, Microsoft, and IBM.
BigDoor—known to be the young “for the people” firm. BigDoor’s platform works as an open source library, so clients can customize the gamification platform to their needs. Although this requires clients to have a development team to handle these tasks, BigDoor has created two pre-packaged implementations that can be installed and used within 5 minutes. They believe that since gamification is a fairly new concept, companies should be comfortable with exploring gamification before committing to it. Because of this, their pricing model is the cheapest out of the three. BigDoor clients include Dell, Nickelodeon, and MLB.com.
At We Play, call us your “specialty” firm. We focus on one industry—entertainment.