Humans are deeply influenced by psychological triggers that are deeply rooted emotional and cognitive mechanisms that have a profound influence on the decision making process. Clever businesses across different industries have realised the potential of using these different emotions to influence and guide consumers creating engagement that will convince them to choose products whether they need them or not as well as creating a sense of customer loyalty to their brand.
Gamification is the use of game-like elements in a non game environment to enhance the user experience and drive engagement and client retention through different elements such as leaderboards, achievement badges, rewards, or other elements that enhance the enjoyment of services making them more interactive and even addictive to users who will keep wanting to reach the next achievement level or earn the next badge.
How Gamification Drives Engagement Across Different Digital Platforms
Managing personal finances can sometimes feel very overwhelming and stressful The process of creating a budget, tracking spending, creating a savings plan, and investing can be very time consuming Fintech has incorporated gamification elements to make managing money more fun and engaging:
Progress visualisation and a reward system by using budgeting apps like Mint helps to motivate users to adhere to their budgets. By sticking to their budgets, users will receive badges every time they achieve a financial goal and it tracks their progress over time, transforming a tiresome task into a game where users can set challenges to achieve their goals. Users can track their progress and earn rewards each time they achieve a milestone which encourages them to keep on track.
Fintech also uses behavioural nudges which are strategies that include subtle nudges to influence the user without influencing the choices that they make. These nudges can help encourage users to practice better financial habits and encourage users to become more engaged in their financial progress by offering notifications, visualising their savings goals, and automated savings options that help users make better financial decisions.
The educational rewards of using financial apps that have incorporated gamification means that users can learn through interactive quizzes how to better manage their financial well being. By using game mechanics that teach users how to invest, create a budget, and save money it becomes more of a game than a chore, removing the difficulty and pressure that is often associated with financial education. Educational games can teach users important topics such as how to manage debt.
Health Apps such as Fitbit, My Fitness Pal, and Strava create elements will change the behaviour of users such as:
Forming habits that encourage users to keep up a daily streak in areas such as exercise, water intake, or other health related activities that have small goals that will add up to create a larger outcome. Users are encouraged to keep pushing towards these goals with push notifications that help them to stay on track.
Social accountability is the provision of immediate feedback through biometric tracking, offers rewards for completion of work outs and celebrations that are centred around good daily exercise habits. These achievements can be shared with others who are part of the same fitness community. This feedback gives users a feeling of accomplishment that can be shared through leaderboards that other users can see.
Entertainment Platforms have realised that gamification features appeal to the inherent human desire for new experiences as well as the need to be socially connected with others. The addition of gamified elements is a catalyst that increases the length of time that users will engage, and also creates an emotional investment with the experience that they are enjoying. Popular entertainment platforms have different ways of leveraging these user emotions:
Netflix personalises user choices and suggests content that is based on user behaviour and past content that they have viewed to create personal experiences. By predicting the interests of users, viewers are encouraged to view suggested programmes which means that they save time and do not have to make decisions about what to watch because the decision has already been made for them
Spotify engages users by suggesting new music for them to discover so that they are not always listening to the same stuff. It creates a sense of adventure and exploration and by personalising playlists for users, they feel valued and have a greater enjoyment of the music that they feel has been created just for them. This keeps users engaged and coming back for more.
Tiktok optimises their algorithms through user engagement by using game-like elements offering loyal followers different rewards such as celebrations each time a user reaches a new milestone, badges, points, leaderboards, and badges for participating in viral challenges. The strategy is to increase user interaction by making everyday activities exciting with an emphasis on the live streaming and creator focused features of the platform.
Duolingo makes learning a new language fun and rewarding. Users voluntarily engage in learning and with fun features such as instant feedback and rewards for learning streaks, friendly competition among learners, and achievement badges the learning experience resembles a fun game rather than a learning task.
Psychological Triggers That Function Across Different Industries
Excitement is based around something that will happen in the future that individuals are looking forward to, for example buying a new car, or going somewhere exotic on holiday and makes individuals think more about the potential benefits than any risks that are associated with the purchase or activity.
Anticipation activates areas in the brain that become excited when an individual realises that they will receive a reward even before they receive it.
FOMO (fear of missing out) is a very effective driver to encourage customers to make impulsive purchases to avoid missing out on the satisfaction of owning things that are in short supply
Reward systems releases dopamine and give users a feeling of pleasure, this is especially true in online gaming or in areas where individuals receive recognition for an achievement.
iGaming Sites Have Mastered User Psychology To Retain and Create Customer Satisfaction
Casinos have quickly learned that in order to be successful in the highly competitive iGaming market, they need to offer gamers more than a fancy gaming platform or offer attractive welcome bonuses to attract and retain customers. Leading online gaming providers such as Casino Days prides itself in providing the state of the art gamified experiences. There are several ways that this objective is achieved.
Gamification features in iGaming are created through the use of game mechanics such as point, challenges, levels, and rewards that are used in non-gaming situations that are designed to increase user engagement and additional layers of user interactions in addition to the traditional casino experiences offered on the platform. Gamification transforms passive play into an environment where the gamer actively participates in an interactive experience and creates dialogue with the players.
Casino Days realised that humans are naturally programmed to positively respond to competition, rewards, and progression and that by applying these different elements in the iGaming environment player behaviour can be significantly influenced by:
Players are encouraged to return and try to attain new achievements (levels and milestones) that progression systems offer. Dopamine is released in the brain when there is the possibility to win different types of rewards and keeps players engaged, curious, and entertained and wanting more. Leaderboards and VIP tiers offer the social recognition that is craved by many players.
Players may be motivated by different things so an effective gamification strategy is to divide players into different categories such as high rollers, casual players, and loyal customers and adapt a gamification system that appeals to each one of them thus encouraging engagement that increased player satisfaction and generates revenue through extended time spent playing on the platform as well as players returning more often.
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