It’s easy to get caught up in buzz of gamification. There are fresh ideas, new technologies, promising case studies, and many other things to get excited about. It all acts as encouragement for marketing managers to seek out new gamification opportunities, but it’s easy to get caught up in the buzz and forget what it’s all really about.
Just a few years ago, the same excitement was building up around social media.
Marketers flocked to create Facebook pages, Twitter accounts and snatched up every other social network vanity URL they could.
However, after an initial plunge into social media, some of those good intentions turned into bad business.
Poor strategies (or worse, no strategy at all) left business pages looking like cesspool of advertising or ghost towns that hadn’t been updated in ages.
A lot of the same has been happening with gamification. Marketers are eager to jump on the gamification bandwagon, but lack a solid strategy for their efforts.
Gamification isn’t right for every company. And it certainly isn’t right for every business practice. The goal should never be to gamify everything. Your company shouldn’t turn everything into a game.
Just like any other marketing effort, gamification implementations should be thoughtfully researched, executed and supported.
For example, if your business wants to use gamification to help launch a new product, plan to spend plenty of time creating a well-crafted gamification experience, developing a superb onboarding process and planning how your game will scale in the future.
A good place to start is the Gamification Design Framework by Kevin Werbach.