Has Your Site Been Gamified?
Humans are naturally competitive. (We do call it the ‘human race’, after all!) We like validation of our place in the world. When society provides independent measures of our success, we can contextualize our personal achievements.
It’s no wonder, then, that game mechanics are an increasingly popular way for loyalty marketers to induce consumers to behave in specific ways with a product or brand.
Rajat Paharia, founder of Bunchball, a company whose Nitro platform is designed for engineering game dynamics into websites, campaigns, and apps, believes, however, that “gamification” only works if the content is compelling enough to engage customers repeatedly, consistently, and with the right frequency. “Put simply, ‘how often’ is usually more important than ‘how much.’”
Bunchball’s Nitro platform gives marketers a suite of tools intended not only to increase customer participation and interactions, but also to manage multiple ways a customer may experience the brand.
Paharia asserts that, unlike other loyalty points systems, Nitro provides real time rewards through a varied suite of components – competition, virtual goods, leaderboards - that can be customized to target audiences and achieve discrete business goals. The key, however, to making a virtual exchange of value work, Paharia says, is how well the reward aligns with your targets’ desires.
Bunchball’s Nitro platform is delivered as a service, and Paharia claims the early implementations show measurable results for his customers, including double digit percentage increases in time spent on a site and community memberships. More astoundingly, however, is the triple digit percentage increase Paharia sees in page views attributed to his “gamified” websites.
“Traditionally points programs have engendered loyalty to a deal not a brand,” Paharia maintains. “Through gamification we build the kind of customer engagement that drives quality participation with brands, because it is built upon natural human desires.”