Predicting some mobile gaming apps won't prosper according to Gartner
Gamification, the use of game mechanics to encourage user engagement in systems, has been gaining traction in businesses worldwide. According to research vice president at Gartner, Brian Burke, balancing competition and collaboration is an essential game design element in this context.
In 2011, Gartner predicted that by 2014, over 70% of Global 2,000 organisations would have at least one gamified application. This prediction seems to be on the right track, as gamification is increasingly being used for a variety of purposes, such as encouraging user behaviour, training employees, and promoting innovation.
However, Burke points out that many current gamified applications are not engaging for the target audience due to a focus on meaningless points and badges. Poor game design is one of the key failings of these applications, he adds. In fact, four out of five 'gamified' applications are expected to fail to deliver business objectives in the next two years, according to Gartner.
Gartner identifies three kinds of gamification: encouraging user behaviour, training employees, and promoting innovation. Gamified e-learning systems, for instance, are seen as a useful form of gamification for training employees. On the other hand, a gamified service for consumer goods marketing and customer retention is predicted to be as important as Facebook, eBay, or Amazon by 2014.
Despite these promising predictions, a lack of game design talent within businesses is holding gamification back, according to Burke. Defining a meaningful game economy is another important game design element that is often overlooked, he says.
The focus on obvious game mechanics, such as points, badges, and leaderboards, is a common issue in many gamified applications. This approach can lead to poor engagement and ultimately, failure to meet business objectives. Organisations are beginning to cast off poorly designed gamified applications, according to Burke.
It's worth noting that there are no publicly available specific names of organisations that have abandoned their gamified applications solely due to poor game design quality in the last two years. However, if Gartner's predictions hold true, a significant amount of money could be wasted on gamification in the next few years if businesses don't prioritise good game design.
In conclusion, while gamification holds great potential for businesses, it's crucial to approach it with a focus on good game design and meaningful engagement. By doing so, businesses can harness the power of gamification to drive innovation, improve training, and boost customer engagement.
