O’Reilly Radar just put up a new post by our own Gabe Zichermann exploring “The purpose of gamification“.
Gamification has been differentiating itself from the earlier attempts at dragging games out of entertainment such as advergaming and in-game advertising. It is quickly taking hold as a viable process not only in advertising but also within areas as diverse as HR, healthcare, finance, government and education.
That is the how, but Gabe also explores the why:
Gamification’s main purpose is to help people get from point A to point B in their lives — whether that’s viewed through the lens of personal growth, societal improvement or marketing engagement. We all have the intrinsic desire to be the best possible people we can be, and to make the world in our image of its maximum potential. However, most of us lack the systems thinking (and discipline) required to get to that goal.
Gamification can help simplify a complex system in order to make a goal attainable. And although there is no single “silver bullet”, gamification does clarify the processes necessary to attain personal achievements. Although there are many examples of bad gamification, from the TV to the gym to the public square, gamification is beginning to demonstrate its ability to improve the relationships between constituents and the community they constitute.
