Gamification is a hot topic at the moment. Everyone is trying their hands on it. The internet is full of claims that gamification can improve customer Acquisition, Activation, Referral, Retention and Revenue. Basically everything.
Before moving ahead what is Gamification?
According to Wikipedia , 'Gamification is the strategic attempt to enhance systems, services, organizations, and activities in order to create similar experiences to those experienced when playing games in order to motivate and engage users.'
Lets make it simple
Gamification is a design that places the most emphasis on human motivation in the process
It doesn't apply only to game
It is Human-Focused Design as opposed to “function-focused design”
And it's not about BPL only, i.e. Badges, Points and leaderboard
Gamification is everywhere as everyone is trying their hands on it.
According to me Google Pay has done a great implementation in the Paytech segment (there might be many one great example as well).
It had launched its 'Go India' campaign during Diwali 2020 , which is quite similar to the Diwali 'stickers game' that was launched during Diwali 2019. And both the campaign went super viral.
In this blog, will try to explain the same with Octalysis Framework.
Epic Meaning: -
When someone has “Beginner’s Luck” – an effect where people believe they have some type of gift. Users were getting the first stamp/sticker quite easily and they feel it's so simple.
It is an internal drive of making progress and eventually overcoming challenge. By the framing of the progress board in the initial process encouraged the users and make them feel that they can complete the task.
Its initial process was so simple and easy that they feel empowered. The Fogg Behavior Model (FBM) makes it easier to understand in general.
After collecting the few stamp/Sticker, the progress board encouraged the user further. Also, the user could request/send stamps from/to friends make them feel that they are owing something.
Social Influence: -
Also, social exchanges built within the game make them feel part of the bigger game and makes it more engaging. The user could request stamps from friends or could also simply send a small amount to a friend.
This is the drive of wanting something because you can’t have it. After collecting few stamps/stickers, collecting the last seemed nearly impossible. The user desperately tried to collect the last of the set.
What made it interesting was the randomness that was involved in the awarding. This concept is called ‘Variable Rewards’ which is explain by B.F Skinner.
The fear of missing out (FOMO) was too hard to resist. It evoked interest among the general public, whose network (friend or family) might already be discussing, sharing, and taking part in the game.
This is how it worked out for Google Pay in terms of 'Social and Virality' aspects by means of Gamification.