 “Gamification” refers to the use of game mechanics or

techniques, such as rules, competition, challenges, and so on

within communication environments that are not in and of
themselves games.
 For example, this could include motivating users to perform some
sort of action like purchasing something, or increasing brand
awareness and loyalty.
 According to Sebastian Deterding, founder and organizer of the
Gamification Research Network, “Gamification is an informal
umbrella term for the use of video game elements in non-gaming
systems to improve user experience (UX) and user engagement”
(Deterding, Khaled, Nacke, & Dixon, 2011, p. 1).
 Bunchball (2010) a gamification application developersaid that
integrating game dynamics into your site, service, community,
content, or campaign, can drive participation and intense
engagement.
 It increases engagement between companies and
their stakeholders by making the brand fun and
exciting through encouraged consumer involvement,
making it an incredibly powerful tool for public relations
professionals.
Gamification and PR
 The basic premise of gamification is that it uses game
mechanics for non-game applications.
 It employs the use of game elements to leverage a
participant’s sense of challenge, competition, and
reward to educate, change attitude or behavior and
inspire action.

 https://www.youtube.com/watch?v=VgxsTEBTdEo
 https://www.youtube.com/watch?v=Ow4_4VC4aNA
 The promise of Gamification:
 Encourages sharing
 Helps build trust and cohesion
 Motivates customers and employees to engage with your
brand or each other more frequently and more
passionately
 Finds and cultivates your superfans
APPLYING GAMIFICATION TO
YOUR PROGRAM
 General rules of thumb when applying gamification
techniques to loyalty programs:
 Make it social: A key component of gamification is
recognition, so always look at integrating social media
into your ideas.
 Reward participation: Give new members bonus points for
simply showing up (ensuring they get over the startup
inertia described earlier).
 Not too hard, not too easy: A key challenge for most
gamification techniques is to ensure it is easy to
participate but not too easy, so participants get a sense of
achievement.
 Engender friendly competition: Things like leaderboards
and public badges indicating levels of achievement are
effective ways of getting your customers to compete with
each other for recognition.
 Clearly define the goals: Make sure consumers know
exactly what they need to do to achieve their reward;
also, design program levels so goals feel within reach.
 Surprise and delight: A very effective gamification
technique is giving a random reward or freebie to
members at unexpected times.