Companies want to harness the power of gaming to motivate customers and employees to continue meeting each other, even if environmental conditions limit contacts to the virtual world .
Gamification responds to an intrinsic motivation in human honduras phone number list beings. From a very young age, playing is our main motivation to learn and interact.
This motivation is becoming very present during the pandemic, a period in which video game consumption has accelerated. According to Simon-Kucher & Partners , Covid-19 has accelerated the global video game market to 170 billion dollars.
What is gamification?
Gamification is a concept coined in 2003 by computer programmer Nick Pelling, which is defined as the application of game design elements in non-game contexts .
The most prominent game elements are points, badges, rankings, performance charts, avatars, and teammates, among others.
The concept began to take off a decade ago, and in 2007 the first companies offering gamification services to businesses appeared. In 2010, video game designers Jesse Schell and Jane McGonigal made the concept go viral, and since then its growth has been spectacular.
According to Markets and Markets , the gamification market will grow from $9.1 billion in 2020 to $30.7 billion in 2025.
The success of this innovative strategy to connect people in this new environment is due to the advantages it offers to companies, as well as the benefits it provides for customer loyalty.
Advantages of gamification to build customer loyalty
Using game elements to strengthen relationships between customers and companies brings several benefits:
Increase customer engagement: Games and fun activities generate greater customer interest and help to capture more attention. Play has an attraction power that should be harnessed.
Increases process control: Gamification allows for better monitoring of customer processes in an organization, as well as customer service and points of sale.
Improves customer experience: Allows you to offer personalized, user-centered experiences that lead to greater customer satisfaction. Customers increasingly want a product or service tailored to their needs.
Stimulates interaction with the brand: It encourages customer participation and interaction with the company, two essential aspects in any branding strategy to consolidate the brand image.
Create a community around the brand: Strengthen engagement between different clients and generate a community around the company that encourages networking and drives new business.
Generates brand advocates: A satisfied customer encourages their family and friends to trust the brand's products or services and is one of its main ambassadors.
All these advantages have driven the use of gamification in the ICT sect
