And the concept of engagement is at the base of gamification, which incorporates elements belonging to the world of games, also in external contexts and different from games themselves. The ludic elements are, above all, the capacity to make users enjoy themselves, raise their curiosity, profit from our innate tendency to compete with ourselves and others to reach new objectives and obtain rewards.
The contexts in which this system is applied are most varied: an example can be represented by apps related to personal and work productivity management, which allow us to accumulate points as pre-established tasks are completed and objectives are reached; another example is related to e-learning apps, to make foreign language learning simpler and more immediate by reaching certain fixed levels; in marketing, gamification techniques have been adopted by the best-known brands, from Nike to Coca-Cola or Starbucks (for further information, read this article “Top 10 Marketing Gamification Cases You Won’t Forget” ).
The retail world applications are also most interesting, as there it is possible to make customers active, by offering them diverse modes to accumulate points in order to obtain rewards in the form of coupons, vouchers, prizes, etc. and create customer loyalty. To quote an Italian case, the Despar Tribùapplication, with games like “Gira l’Italia, Gioca al Tris e Despar Quiz”, has created a community of enthusiastic players, in addition to spontaneous groups born on Facebook and WhatsApp to find out solutions and obtain points till the very last minute.
But all this can only be applied to B2C or can also be used for the B2B logics?
In view of the above examples, gamification could be one of the key elements to make solutions devoted to business more attractive and captivating to users and therefore enter corporate world fully fledged so as to foster sales and service performances, improve team-belonging spirit and create increasingly solid trustworthy relationships with customers.
It is all confirmed by the latest analysis on this topic: in 2017 the gamification market was valued 2.17 billion dollars, and predictions talk about 20 billions by 2023 (Source: Mordor Intelligence Report).