Many of us are familiar with profile completeness that LinkedIn had some time back.To bring some real-life flavor to the discussion, let us discuss through a few references. Transforming a real-world situation, especially a less practical one into a simulation, creates a thrill and fun experience for the participants. Leaderboards facilitate comparison with fellow players giving a sense of competition. The setting of goals, levels, and tracking of completeness provide a sense of progress to the player.
Elements such as points, badges and level unlocking, provide a sense of achievement or accomplishment. The emotional blocks can be designed as a game with business contexts supported by reward structures. The goals of introducing a game could be creating awareness, promoting compliance, promoting brand recall, increasing sales, simplifying complex processes and promoting innovative business models.
Since emotions are at the center of this framework, it is important to understand the common emotions used in gamification: Thus, gamification framework is centered around emotions, and additionally contains goals that need to be accomplished, stakeholders who have to be targeted, business processes to be impacted, rewards to be structured and resultant business outcome. The emotional attachment is derived by creating a sense of competition, achievement and an element of fun. Gamification, in our opinion, enables the creation of an emotional attachment for participants in business processes. External implementations help organizations do better in their sales, marketing, and customer engagement initiatives, thereby, positively impacting their business. Internal implementations primarily target employees, paving the path to learning, productivity enhancements, behavior changes and idea generation. Gamification, typically, can be applied by an organization both internally and externally. There have been proven cases of large organizations that have used gamification to boost business performance. Gamification is the concept of applying game-like elements and techniques to real-world business problems. From the looks of it, this type of advertising could be much more effective in educating and eventually attracting new insurance customers than an expensive 30-second spot TV advertisement.Is Gamification only about building a game within business applications? Not really! It is about creating the emotions associated with a game in real-world situations. The game is set up easily for users to play on Facebook and the app is also available for iPhone and Android. “We’re focused on protecting families and their dreams, and this is a fun way to draw attention to that.” “iAMFAM is a family-friendly game that teaches people about life and insurance,” says Michele Wingate, American Family’s social media manager. For example, when a storm damages the home roof, users can pay a deductible instead of the cost of the roof. When disasters strike, players have the option to repair the problem and pay for damages, or claim the issue via your insurance policy. Users can work with their “agent” to buy car, life, boat, home, motorcyle or even umbrella insurance.
You are then set up with an American Family agent and start “living.” The gameplay mimics The Sims with an insurance twist. I picked “writing,” as my career - surprise - and as I “moved” into my new home, a 30-second American Family video advertisement played in the meantime - a perfect example of incorporating advertising into a social game. I spent a few minutes trying out the game, which made me nostalgic about playing the original The Sims. “The game is actually driving consumers to ask for quotes from this insurance company,” she says. WildTangent spokeswoman Carol Rogalski says that click-thru rates are ranging from 5.5-percent to 15-percent. Since launching the game two years ago, it has been a successful promotional asset for American Family. More than 586,000 gamers have played iAMFAM and the average game play is 14 minutes, 30 seconds.
American Family Insurance teamed with Redmond-based WildTangent and Mindshare Entertainment to create iAMFAM, a Sims-like game on Facebook where users can start a family, build a home and “manage unexpected surprises along the way.” Users can compete with other “families,” in terms of improving health, happiness and prosperity.
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