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Gamification 101: What It Really Means

shared from Engagement Alliance |

Gamification is the process of using game mechanics and game thinking in non-gaming contexts to engage users and to solve problems. Gamification leverages game design, loyalty program design and behavioral economics to create the optimal context for behavior change and successful outcomes.

Gamification is increasingly being used by business, both large and small, to influence customer behavior in order to solve business problems, and its use is expected to grow tremendously over the next several years.

Major independent research firms predict that in just over a year almost half of the  F1000 organizations will be using gamification to transform business operations.

However, gamification is not “just a game” and it requires an understanding of human psychology and motivation in addition to understanding the principles of good game design.

What it is in 60 Seconds:


Understanding Gamification:


The stats:

“By 2108, the Global Gamification Market will reach $5.5Bn” – Markets & Markets

The size of the gamification market, currently estimated at around $100mm, will grow to more than $2.8b by 2016.” — M2Research

“Top gamification vendors are projecting 197% growth in 2012, up from 155% in 2011.”
— M2Research

“By 2014…more than 70% of Global 2000 organizations will have at least one gamified application, driving 50% of all innovation ” — Gartner

Notable Gamification Quotes:

“Gamification allows consumers to have fun, get useful information & encourages them to share it with their friends.”

-  Joe Rork, UX Engineer – MyFord Mobile at Ford Motors

“Gamification means engaging our audience on an exciting new platform. It’s the perfect way to keep our iconic brand front and center without the use of nudity.”

- Steve Gilberg, Director, Playboy Digital Ventures at Playboy

“At Aetna we think gamification has the potential to help people improve their health by making it fun, rewarding and engaging.”

- Dan Brostek, Head of Member and Consumer Engagement at Aetna

“Gamification is ultimately not about buzzwords and mechanics, but better and more meaningful experiences.”

- Esteban Contreras Social Media Manager at Samsung USA

“Gamification unlocks a new category of incentives for organizations to use in encouraging and celebrating preferred employee behaviors.”

- Richie Etwaru, Director of Social Enterprise at UBS

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