As we all know the digital era began with millennials, but its never going to end with them. In fact, its evolving and has engulfed the fast-paced generation Z or the first tribe of digital natives. Together the two generations comprise of gamers either by profession or in practice. Incidentally, marketers view the system of gamification and point scoring as an ideal means to engage these two generations.
What is gamification?
Gamification in modern world applies the techniques of playful learning that involves certain elements of gaming. So, a web or mobile user who is familiar with the mechanics of gaming would experience competition, point scoring and certain rules of the game. The idea is to engage the millennials and post millennials who have played video games in the childhood. Of course, this makes them different than the generations before them.
Here’s a fun fact:
Before turning 21, the average American has spent 2,000-3,000 hours reading books and more than 3x that playing video games.
Gamification is an actual strategy in digital marketing, but not every business is looking forward to employ it. However, it really connects with the millennial generation. Here are some reasons to validate this statement.
Both millennials and post-millennials are universally known for their behavior and seeking instant gratification is part of the behavior they display. Anything that makes them wait is depriving them the fuel that runs them and structural ambiguity in instructions annoys them to the core. So if you promise to deliver a product or service, promise a realistic TOD. Whatever you intend to communicate, make sure it appeals to them and never forget to reward them for their patience.
Shorten the sign-up experience and always end it with a reward or token. You can also limit some of the crucial features of the software or app along the way unlocking them only when they complete certain tasks. And the cycle of engagement goes on.