The 21st century is all about engagement. Businesses are doing their best to raise interest and get eyes on their product or service.
Many online platforms are abandoning SEO-oriented business models and moving towards maximizing user experience (UX). Believe it or not, the video game industry has had a huge influence on this decision.
Just as the novel was the medium of the 19th century and film of the 20th, video games have become the entertainment method most closely associated with the 21st century.
Their popularity has caused many companies to look into what makes gaming successful. Unsurprisingly, some have adopted the elements that elevated gaming to a multi-billion-dollar market.
Gamification – What is it?
Analyzing video games’ success led many companies and online businesses to adopt the elements that they believe propelled gaming to the top of the world. The phenomenon has aptly been called “gamification.” Most people view gamification as only occurring in the entertainment world.
However, those people might be shocked to learn that gamification is universal. Businesses associated with tech, finance, and beyond are using gamification to enhance UX.
An obvious example of an industry that owes a lot of its success to video games is iGaming. Some would say that iGaming is a hybrid market; mixing casinos and gaming to create something entirely new.
Gambling websites like Royal Panda in New Zealand have done a good job of satisfying old-school gamblers, while also attracting new eyes to their market. The influence of gaming on the online casino industry is even more evident when we look into the customer base. It is mostly composed of people who identify as gamers.
iGaming is far from the only market that engages in gamification and UX enhancement. Sports has also benefited greatly from the phenomenon. Trading sites and tech communities are particularly savvy in utilizing gamification to improve engagement.
Even social media platforms incorporate certain gaming elements to drive up traffic and keep their customers hooked on the site. But, what are the gamification elements that we are discussing, and how are they improving UX?
Rewards for Continued Support
Rewards are at the top of the list. Customers want to feel like their dedication to a brand comes with certain benefits. Delivering a high-quality product is always good.
But, there should be something more for those people who are truly devoted. If we could compare it to a game, we would draw a parallel to achievements. Completing a game is a reward in and of itself. But, completing the game with 100% achievements always feels a little better.
That same philosophy applies to customer rewards given by businesses outside of gaming. For example, shopping credits are now a huge part of the e-commerce sector. Online shops are handing out credits to people who’ve continuously been using their service to purchase trinkets or gadgets.
The credits could be used to eliminate shipment fees or just as a general discount. At first, the idea may seem counter-intuitive. After all, a business’ goal is to make money. But, the small sacrifice pays for itself via user retention and engagement.
Progression Streaks
Gamers are familiar with the positive feeling that arises whenever the progress bar of a game grows, even if it is just a little. Analysts have noticed this phenomenon. Many now believe that progression bars are among the most important aspects of gaming.
Thus, they’ve also become a key example of gamification. Progress bars or daily streaks are present in all industries. But, they are especially noteworthy in educational programs and social media.
The best example we can give is the relatively new Tik Tok feature. Tik Tok streaks were introduced in late 2024. Basically, customers can build up a streak between each other, which results in a flame-like emoji showing up and growing bigger and stronger in their chat.
If they miss a day, the emoji goes out. The chatters would then need to start from square one. Many might draw parallels between this activity and the well-known Tamagotchi games. We certainly suspect that the minds behind Tik Tok were greatly inspired by said titles.
Educational programs also benefit from progression bars. That is because education is one thing where people can “level up,” as they would in a video game. The more you study a subject, the better your understanding of it will be.
Education-oriented online platforms might give you a visual of said progress. By enticing you to fill out the progress bar, they are boosting user engagement and experience, making everything seem just a bit more entertaining.
What are the Benefits of Gamification?
Most understand the concept of gamification. Many can also probably guess what other elements of gaming help to drive up the user experience.
But, some may be asking what the benefits are, if there are indeed any? One of the most effective ways to tell if a population is responding positively is through surveys, be they online or offline. However, as no official survey on gamification has been done, we only have the results to go by.
The best example we have of gamification working as intended are the aforementioned Tik Tok streaks. The goal of the company was to enhance user engagement and improve the experience of their fans. In that, they succeeded.
TikTok traffic rose drastically, and the fan response was overwhelmingly positive. It also did have an unwanted side effect, by which people were convinced that they might even get paid for maintaining a streak. Sadly, those rumors turned out to be entirely made up.
The upsides of gamification do not just benefit the industry. They are also great for the users. For one thing, UX is greatly improved. Customers feel a certain level of engagement when they are doing mundane tasks like studying or shopping.
Even just scrolling on social media can feel more fun than ever. We have the bustling gaming industry to thank for all of the innovation in online interaction.
