Provide as many reasons as you can why gamification could be a useful technique to apply to the situation your manager has presented to you. Explain why these reasons address the specific scenario provided. At this stage, focus on the problem rather than the solution. In other words, describe the goals of the project, not the particular game elements or other techniques you plan to use.
Why would gamification be useful in marketing a new line of breakfast pastries? I will outline five reasons.
- Firstly, a new product has an engagement gap – it needs to get more people to engage with and buy the product. We can do this by making the product fun, and making the user experience game-like is certainly a powerful way to do that.
- Secondly, games use onboarding and scaffolding to give the player an experience of progression towards mastery. It’s fun to achieve, and fun to get good at at something. If the process of eating pastries can be tied to this experience, users will feel a strong engagement with the product. Meaningful choices will help this further.
- Thirdly, gamification can build a social element into the experience of using a product. It’s fun to interact with friends – both to collaborate with, and to compete against. If customers encourage their friends to buy pastries, that means more customers. The 18-35 age bracket may share badges or achievements earned using social media.
- Fourthly, gamification could encourage users to make a habit of using the product regularly, especially as the target market often skips breakfast. Codecademy gives badges for consecutive days of studying programming; we could offer game-like rewards to make eating breakfast pastries an everyday activity.
- Fifthly, gamification can offer different types of fun to engage with different types of customers. Market research has identified that the product will appeal more to women than men. Some might prefer hard fun or easy fun over people fun, for example. In addition, men and women could customise their experience in different ways using a range of different avatars.
In summary – gamification can: close the engagement gap; give users meaningful progression; exploit social interactions; help form habits; be applied flexibly for varied customer tastes.