ENGAGING

USERS WITH
GAMIFICATION

HOW-TO GUIDE
 Engaging Users with Gamification
HOW-TO GUIDE

Executive Summary
With a new generation moving into the workforce, new mindsets and technologies are moving
in with them. Video games, social media, and all things interactive have been an integral part of
everyday life for this generation who are now beginning their careers and developing increased
buying power as consumers. Engaging this new generation and those generations to follow will
be a key challenge for businesses in the near future. Online communities and gamification are an
important part of engaging the new consumer perspective. Gamification can help to develop an
environment of real-time feedback, exclusive benefits, and great rewards that the digital genera-
tions have become accustomed to.

This How-To Guide is designed to provide practical advice for engaging users with gamification.
This guide outlines what gamification is, the key business benefits of gamification, and notable
software vendors in the gamification space.

What Is Gamification?

“Gamification is the use of game mechanics and game

design techniques in non-game contexts.”

Mashable.com

“Gamification is the process of engaging people and

changing behavior with game design, loyalty and
behavioral economics.”
Gabe Zichermann,
Gamification.co

2 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

 “Gamification is the concept of applying game design
thinking to non-game applications to make them more
fun and engaging”

Gamification.org/wiki/gamification

Key Benefits of Gamification

Gamification can provide a positive, rewards-driven environment for the users in your community
as well as deliver benefits to your overall business including:

Engagement – while engaging in your community, users will be engaging with your brand and
developing a relationship with your company.

Loyalty – over time, users continuously engaging with your company with develop confidence with
your brand and remain customers based on the benefits and rewards of your community.

User Advice & Content – depending on your industry, active users may provide advice based on
their background & experiences. This could also lead to user-generated content, which could aid
your product/service in the future.

References – a happy, engaged client will be more inclined to share your website & community with
colleagues and friends, thereby, increasing your bandwidth with lead generation. These types of
clients are also more likely to post about you on Facebook, Twitter, and other social media meaning
you could go viral!

SEO – community activity will automatically increase your SEO standings as more comments, likes,
and users will increase the instances of your company’s name.

Fun – the “gaming” culture is inherently meant to provide entertainment. Creating badges, levels,
leaderboards, and rewards will facilitate an enjoyable experience for your users and ensure a grati-
fying association with your company.

Revenue – all of the benefits listed above will essentially sum up to increasing your revenue.
Engaged, satisfied clients are more likely to remain faithful to a specific brand (renewal revenue) and
share your benefits with others (new revenue).

3 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

Key Gamification Vendors
There are gamification software vendors that serve almost every business sector and can accom-
modate any business need, such as community engagement and/or employee engagement.
Here are a few gamification software vendors that focus on building gamification for communities
and that support various industries:

Badgeville – a gamification platform that focuses on influencing and measuring user behavior.
Their pricing models are licensing or use-based; and they service the following industries:
Consumer, Education, Enterprise, Government, Health, and Social Good. You can visit their
website by clicking here.

BigDoor – a gamification platform focusing on maintaining an easy to implement, fully customiz-

able program to engage community users. Their pricing models are licensing or use-based; and
they service the following industries: Consumer, Education, Enterprise and Health. You can visit
their website by clicking here.

Bunchball - is the market leader in gamification. They are a gamification platform focusing on
user engagement, customer loyalty, and employee productivity. Their pricing model is on a
licensing basis; and they service the following industries: Consumer, Education, Enterprise,
Government, Health, and Social Good. You can visit their website by clicking here.

Download the Demand Metric Gamification Technology Overview to discover how to

leverage gamification best practices.

Bottom Line
Gamification within online communities is a growing industry and may become booming as the
digital generations continue to advance in their careers.

A growing number of businesses are considering community development with gamification

components to encourage client engagement, attract new clients, increase and mature their
overall brand.

Obtaining knowledge on this topic and developing a gamification strategy for your company will
serve your bottom line in the future.

4 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

 Action Plan
STEP 1 - Review

Get to Know Gamifcation

1 Review
Best Practices

Review additional resources

on gamification. Visit these
2 Prepare websites to learn more:
http://www.gamification.co/
and http://mashable.com/
category/gamification.

Develop a
3 Plan

GAMIFICATION

4 Select TECHNOLOGY OVERVIEW

Gamificaiton Technology Overview

VIEW RESOURCE

5 Begin

6 Launch

5 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

 Action Plan
STEP 2 - Prepare

Be Prepared with a Marketing

1 Review
Strategy Plan Playbook

Prepare yourself for a new

2
initiative – before developing
Prepare your gamification plan, you
will want to ensure that your
marketing strategy for the
upcoming year is clear.

Develop a Utilize our Marketing Strategy

3 Plan Plan Playbook and our
MarCom Plan Playbook to get
your company prepared for
any new marketing initiatives
such as this.

4 Select

MARKETING STRATEGY
Playbook & Toolkit

5 Begin
Follow this simple step-by-step playbook to develop a corporate marketing strategy
that supports your company’s values and vision.

Marketing Strategy Plan Playbook

VIEW RESOURCE
6 Launch

6 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

 Action Plan
STEP 3 - Develop A Plan

Develop Your Gamification

1 Review
Strategies To Activate

When implementing a
Gamification Strategy Plan,
2 Prepare consider the following: Vision,
Objectives, Your Community,
Engaging Your Users, Budget,
& Measuring ROI.

3 Develop a
Plan

4 Select Online Community Strategy Scorecard

VIEW RESOURCE

5 Begin

6 Launch

7 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

 Action Plan
STEP 4 - Select

Check Out the Gamification

1 Review
Vendors Matrix

Select a gamification plat-

form/software vendor. There
2 Prepare are vendors that cover every
industry and can customize
a platform for your company.
Consider your business needs
before selecting a vendor.
Develop a
3 Plan

4 Select
Gamification Vendor Matrix

VIEW RESOURCE

5 Begin

6 Launch

8 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

 Action Plan
STEP 5 - Begin

Turn On Your Gamification

1 Review
Strategy

Begin the development

process. Once your budget
2 Prepare has been established and
you’ve selected a vendor,
you can begin gamification
development.

Develop a
3 Plan

4 Select Project Plan Template

VIEW RESOURCE

5 Begin

6 Launch

9 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

 Action Plan
STEP 6 - Launch

Release Your New Gaming

1 Review
Features Into Your
Community

2 Prepare Launch the new ‘gaming’

features in your community.

Develop a
3 Plan

4 Select

5 Begin

6 Launch

10 ENGAGING USERS WITH GAMIFICATION HOW-TO GUIDE

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