From frequent flyer programs to unlocking badges in Foursquare, gamification is permanently embedded in our cultural DNA. Loyalty programs present the simplest examples of companies reinforcing consumer behavior they want repeated. Smart marketers are using the same mechanics that have hooked gamers to generate more business and, with advancements in technology, are doing so with greater creativity and complexity.
For the record, gamification is not new. Charles ‘Chuck’ Coonrandt, identified as the ‘grandfather’ of gamification by Forbes, wrote The Game of Work in 1984, in part, to answer the charge that U.S. productivity was not world class. Fast forward 29 years – we see more and more companies embracing game elements and mechanics not only as a means to identify influencers and advocates internally, but also as a content marketing tactic to attract and engage consumers.