Trends #0021 — Gamification

Gamification applies game design to non-game environments. It’s widely used in marketplaces, marketing and productivity apps.

🔍 Problem

You need to boost adoption, retention and growth.

💡 Solution

Gamification applies game design to real-world activities.

🏁 Players

Game Mechanics

Use Cases

🔮 Predictions

  • Effective game mechanics will be copied by tech giants. Facebook copied features from Snapchat after Spiegel turned down an acquisition offer.
  • Gamification will lead to longer-lasting moats. Better growth and retention means stronger social and data network effects.
  • Non-game app addiction will rise. There are hotlines for social media addiction.

☁️ Opportunities

😠 Haters

“Gamification is dead.”
It’s not dead. It’s everywhere.

“Gamification isn’t new.”
It’s not new. And it’s just getting started.

“Gamification is immoral.”
From Hooked by Nir Eyal, “If it can’t be used for evil, it’s not a superpower.” Gamification is not immoral. It’s amoral. You choose how to use it.

“Gamification is a buzzword.”
Does that make it any less effective? How many external triggers did you respond to yesterday? How many internal triggers?

🔗 Links

  1. Gamification: A Guide • The history of gamification and the 8 core drives.
  2. Variable Rewards: Want To Hook Users? Drive Them Crazy • A high-level view of the “Hook Model” and the power of variable rewards.
  3. The Future of Gamification in Property Management • How gamification can be used to improve training and retention.
  4. James Williams on the Attention Economy • Why we may not be equipped for an attention war with billion-dollar companies.
  5. Gamification Sucks… How to Improve Gamification • Why extrinsic rewards aren’t enough.
  6. The Economics of Online Games • Cool stories from games that illustrate economic concepts.
  7. Law of Unintended Consequences • Consider the second and third-order effects of game mechanics.
  8. A Framework on Actionable Gamification • Build a great product before adding game mechanics.
  9. Game to Grow • How Dungeons & Dragons is used for therapy.


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