November 25, 2019
Remember when your mum used to nag at you (or maybe she still does) for spending hours in front of the screen playing games? Or that top-of-the-world feeling you would get from unlocking the next level or achieving your highest score ever?
Or maybe you don’t, because you were never much of a gamer. Well, maybe the thrill of receiving a flood of likes on social media is more familiar to you then. There’s a reason for this, which you might not be entirely aware of - it’s called gamification, and many businesses rely on it to keep you coming back for more.
To put it simply, gamification turns an otherwise mundane activity into something exciting by introducing elements you would usually find in games, such as rewards (trophies, badges and points). You may have heard of a little something called dopamine - a feel-good chemical which is released in the brain during pleasurable situations. It’s that high you get from a good workout session - or perhaps a particularly enjoyable meal, among other activities. It is also released whenever we are rewarded for a specific action. Virtual rewards trigger positive emotions, which encourage us to continue the reward-seeking cycle.
Gamification isn’t something to be taken lightly - the market value is expected to hit $11 billion by 2020. With over a third of the world’s population identifying as (video) gamers, there’s no denying that games are a powerful form of engagement. The success of Pokemon Go, Wizards Unite and Candy Crush (just to name a few) is proof that games have a universal appeal that transcends race, gender and age.
Almost every aspect of your customer’s dining experience can be gamified. You can encourage them to create a profile on the Everyday Business Super App, where they can provide you with valuable data such as their dietary restrictions and preferences in return for points or other rewards. This allows you to create personalised promotions and recommendations for them - by showing them that you acknowledge and appreciate their business, you’re laying the groundwork for what will hopefully become a long-term customer relationship. With a tiered Membership Rewards Programme, you can motivate them to continue working towards bigger, better rewards.
If you have an actual game, here are certain ways to make it stand out. You should keep your game simple so that users won’t be too overwhelmed and abandon it as a result. However, it should also be increasingly challenging as users level up. Set deadlines as well to create a sense of urgency. Ensure that the rules are clear to avoid confusion over reward redemption.
Butleric will be launching our very first game soon and we can’t wait for you to play it! If you’re interested in finding out how having your very own customised game on the Everyday Business Super App can enhance customer loyalty and engagement and grow your business, consult our game developer today!