Want a strategy that can drive both customer engagement and employee motivation? Gamification can deliver an answer. By integrating game elements into your operations, you can revolutionize your customer-facing interface, as well as your interactions with employees.

From loyalty programs to interactive campaigns, there are many practical ways small businesses can leverage gamification to create immersive experiences. This article will outline the benefits of this strategy and provide some steps you can take to integrate these elements into your startup.

What is gamification?

Everyone loves video games. From elaborate open-world epics to small-scale trifles we poke at while waiting in line at Starbucks, games have become a routine part of most people's lives. What makes these amusements so enticing? And how can business leaders harness the appeal to make their customer interactions and employee communication more engaging?

That's where gamification comes in. The term itself refers to the process of integrating elements and the functionality of a game into a business environment. Often, this is aimed at a digital platform, like an app or website. However, the strategy can have broad application throughout your organization.

The goals here involve making otherwise routine tasks resemble the functionality of a video game. This way, you can encourage favorable behavior for your company, while making activities more enjoyable for your stakeholders.

What are some examples of gamification?

As we get more detailed about gamification, it's critical to look at the underlying psychology behind the strategy. Using these techniques can unlock deep motivational drives within the human psyche as game elements connect to people on a very basic level.

Gamification relies on core motivational techniques like positive reinforcement and competition. Meanwhile, it takes advantage of another element central to people's decision-making processes: fun.

At its heart, gamification is about engagement. You want to add enjoyment and whimsy to tasks that might otherwise seem like a chore. Here are some elements that contribute to that game-like feel:

• Rewards and recognition
• Accumulating points
• Competition
• Discrete levels
• Immediate feedback
• Transparent goals

The components listed above can be leveraged in various ways. The exact combination will depend on your specific circumstances. However, here are some general categories you can consider:

Loyalty Programs

In a way, gamification has been part of the corporate landscape for a long time. Even before digitization, companies offered rewards for returning customers (get 10 stamps on your loyalty card and get a free sub, for example).

Now, these opportunities have expanded dramatically. With modern data gathering, you can exponentially enhance these loyalty programs. Spur activity with things like badges that customers can earn, as well as more concrete rewards, like giveaways and discounts.

Branded Games

Sometimes the idea of gamification is very straightforward. Many popular brands offer actual games branded to highlight the company’s offerings. While usually not directly connected to revenue generating activities, these draw people to the firms' digital platforms and encourage engagement. Gatorade, M&M, Under Armour, KFC, and many movie producers are examples of companies that have leveraged this strategy.

Keeping score

What's the key to any game? Showing players whether they are winning. By adding a score-keeping component, you encourage your customers (or employees) to keep pushing forward. Look at apps like Fitbit or Duolingo, which track progress, provide data, and generally reward ongoing participation.

Competition

Games often encourage a feeling of community. This comes through friendly competition and allowing spectators to cheer on the best performers. Allow participants to vie against each other (in a constructive way, of course).

How can gamification help your small business

Now that we've looked at some examples of gamification, it's time to better understand how your business can benefit from this strategy. As part of this, it's crucial to realize that you can use gaming features on two main fronts: externally (with your customers) and internally (with your employees).

Here are a few major advantages you receive from an investment in gamification, along with the upsides you can receive by using them with either your customers or your employees:

Increases engagement

• For employees: Make reaching KPIs less of a chore. Adding game elements does more than give a gentle push toward better productivity — it stokes each team member's internal motivation.

• For customers: Encourage customers and potential customers to spend time on your digital platform. Gaming elements foster a long-term connection, giving you more opportunity to make sales.

Adding game elements does more than give a gentle push toward better productivity — it stokes each team member's internal motivation.

Drives better results

• For employees: Think about the way a video game steers players to a certain outcome. The same process will help your team reach the best results possible.

• For customers: Increase sales and boost retention with gamification. By promoting engagement and minimizing friction, you'll fuel additional revenue growth.

Creates educational opportunities

• For employees: Training and onboarding procedures often fall short in terms of retention and compliance. Gamification allows for incremental learning and gives the reinforcement needed for your team members to internalize the information.

• For customers: Marketing is a form of education. By adding gaming elements, you can better communicate the benefits of your products and services, contributing to better conversation rates and improved retention.

How to implement gamification in your small business

In 2021, the financial trading platform Robinhood became a household word, as the app became one of the hubs of the meme stock explosion that sent names like GameStop suddenly soaring. Eventually, the bubble in those stocks subsided, leaving many looking skeptically at Robinhood, which significantly leveraged gamification in its platform.

This underlines the controversy that gamification can inspire. When employed in certain contexts (like investing decisions), many feel the process can color users' thought processes to the extent of making it difficult for them to make wise choices. (Robinhood would eventually settle legal claims related to gamification.)

Given the danger underlined by the Robinhood experience, it's important to think closely about your gamification efforts. You’ll need to roll out your initiatives in an organized, considered way. Here are a few steps to help you get the most out of the strategy, without taking the process too far:

• Find a partner: There are many companies that specialize in gamification techniques. If you're looking for additional guidance, you can search for a partner who will bring significant experience to the project.

• Test before you expand: Gamification elements can have surprising impacts (or be unexpectedly ignored). As you experiment, start slow and understand the likely impact.

• Design your game mechanics: Consider the specific functionality you want to add. You'll need to keep the backend processes in mind, as well as the appropriate design elements.

• Deliver Rewards: Decide what incentives will most drive interest.

• Track Performance: Create KPIs to test whether your gamification efforts are having the intended impact. At the same time, gather qualitative feedback as well.

• Improve over time: Use the information you gather to upgrade your gamification elements over time. This will help you get more out of your efforts.

Taking advantage of gamification

Understanding the psychology behind gamified approaches can help you captivate your audience. Whether you're looking to enhance customer interaction or foster team cohesion, this blog provides actionable insights to level up your small business engagement through the compelling power of gamification.