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|Gamification: Extrinsic and Intrinsic Motivators, Enterprise Gamification educational video|
|Gamification by Kevin Werbach, University of Pennsylvania with Coursera, online course preview|
Gamification is the application of game-design elements and game principles in non-game contexts. Gamification commonly employs game design elements which are used in non-game contexts to improve user engagement, organizational productivity,flow,learning, crowdsourcing, employee recruitment and evaluation, ease of use, usefulness of systems,physical exercise, traffic violations, voter apathy, and more. A collection of research on gamification shows that a majority of studies on gamification find it has positive effects on individuals. However, individual and contextual differences exist. Gamification can also improve an individual's ability to comprehend digital content and understand a certain area of study such as music.
The gamification techniques are intended to leverage people's natural desires for socializing, learning, mastery, competition, achievement, status, self-expression, altruism, or closure. Early gamification strategies use rewards for players who accomplish desired tasks or competition to engage players. Types of rewards include points, achievement badges or levels, the filling of a progress bar, or providing the user with virtual currency. Making the rewards for accomplishing tasks visible to other players or providing leader boards are ways of encouraging players to compete. Potential consequences of competition can result from unethical behavior, low cooperation and collaboration, or from disadvantaging certain player demographics such as women. Best-practice gamification designs try to refrain from using this element.
Another approach to gamification is to make existing tasks feel more like games. Some techniques used in this approach include adding meaningful choice, onboarding with a tutorial, increasing challenge, and adding narrative.
Gamification has been widely applied in marketing. Over 70% of Forbes Global 2000 companies surveyed in 2013 said they planned to use gamification for the purposes of marketing and customer retention. For example, in November 2011 Australian broadcast and online media partnership Yahoo!7 launched its Fango mobile app/SAP, which TV viewers use to interact with shows via techniques like check-ins and badges. As of February 2012, the app had been downloaded more than 200,000 times since its launch. Gamification has also been used in customer loyalty programmes. In 2010, Starbucks gave custom Foursquare badges to people who checked in at multiple locations and offered discounts to people who checked in most frequently at an individual store.
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