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The History of Gamification

Plenty is being written and told about what gamification is and why it works, but if you are to take this strategy seriously, you’ll have to know where it came from.

It may seem like gamification is a recent phenomenon, but the principles of gamification have been used by companies to engage customers as far back as the 1900s. 

This article will give you a brief overview of the origins and history of gamification, depicting its efficacy as a marketing and customer interaction tactic through the ages.

There is plenty of information out there to answer “What is Gamification?” However, given that it has become quite a buzzword among digital marketers and software developers, it is important to get our facts right. 


Plenty is being written and told about what gamification is and why it works, but if you are to take this strategy seriously, you’ll have to know where it came from.

It may seem like gamification is a recent phenomenon, but the principles of gamification have been used by companies to engage customers as far back as the 1900s. 

This article will give you a brief overview of the origins and history of gamification, depicting its efficacy as a marketing and customer interaction tactic through the ages.

1900s

1908 – The Boy Scouts of America started awarding members with batches to commemorate their accomplishments. Scouts got batches for excelling in tasks and activities or behaving according to Boy Scout principles. 

1912 – The brand American Cracker Jack popcorn starts to include a free prize in every bag – a tactic that goes on to become wildly popular across the industry. 

1973 – Charles A Coonradt publishes The Game of Work, exploring the topic of decreasing productivity in America. The book suggests that some form of fun and games could help with boosting the engagement problem. 

1978MUD1, the world’s first multi-user dungeon games comes to life, Developed by Roy Trubshae and Richard Bartle, it used a text-based interface to light the spark that would lead to the explosion of online social gaming. 

1980s

1980 – What Makes Things Fun to Learn: A Study of Intrinsically Motivating Computer Games by Thomas Malone is published.

1981 – American Airlines inaugurates AAdvantage, the first frequent flier programme in history. It intended to encourage loyalty from customers by offering rewards for frequent ticket purchases – a common model in modern marketing. 

Thomas Malone also releases two articles : Toward a Theory of Intrinsically Motivating Instruction and Heuristics for Designing Enjoyable User Interfaces. These pieces explore lessons that can be extracted from computer games and applied to other fields. 

1983 –  The Holiday Inn releases the first hotel loyalty program. 

1987 – National Car Rental starts the first car rental rewards program. 

Clearly, loyalty programs are catching on.

1990s

1990 – With 30% of American homes owning a Nintendo Entertainment System(NES), a new breed of sophisticated gamers comes into existence. 

1996 – Richard Bartle, who created MUD1 publishes Who Plays MUD1, and attempts to categorize gamers on the basis of how they actually play the game. This model would go on to serve as the basis of multiple gamification strategies. 

1999– Fun given academics food for thought. Stephen W. Drapes published a paper positing that all software development must proceed with an effort to include enjoyment in their design. Needless to say, game mechanics are gaining positive recognition and being taken seriously at this point. 

It was also in the 1990s that classrooms began including computers and started actively experimenting with using gamification for educational purposes. Games like The Incredible Machine and Math Blaster were quite the hit with kids, despite criticism that the games didn’t cover enough skills and lessons to cover their syllabus. Essentially, they focused on a small sets of rather rudimentary skills, like addition and subtraction. They didn’t teach children how to approach and solve more complicated mathematical operations.

2000s

2002 – Nick Pelling creates the term Gamification. In the same year, the Serious Games Initiative (SGI) was created to oversee the development of certain games for the US military. It wanted to “help usher in a new series of policy education, exploration, and management tools utilizing state of the art computer game designs, technologies, and development skills”. 

2005 – Rajat Pahari creates and releases Bunchball, the first modern gamification platform designed to boost user engagement on websites by adding game mechanics to websites. 

2007 – Kevan Davis created Chore Wars, a site designed to encourage people to do chores by turning the process into a game. 

2010 – The website DevHub adds a point-based system to the site which accelerates user engagement by 70%. 

2011 – The first ever gamification summit, with nearly 400 attendees is held in San Francisco. The same year, the Oxford Dictionary added ‘gamification’ to its shortlist for word of the year. The term is defined as ‘the application of concepts and techniques from games to other areas of activity’.

2012 – Gartner surmises that over 70% of Global 2000 Companies will have at least 1 gamified application by 2014. A book released in the same year (Reality is Broken by Jane McGonigal) states that 61% of surveyed CEOs, CFOs, and other senior executives confess to taking daily game breaks at work. More than half of them stated that the reason they play during work is in order “to feel more productive.”

2013 –  Market analysis firm M2 Research projects that the global market for gamification will magnify from $242 million in 2012 to $2.8 billion in 2016.

2014 9/10 companies reveal that their gamification strategies have seen success. 

2018 – According to gamify.com, this year was the one in which gamification was projected to amplify its market value to double of its 2016 value, standing at $5.5 billion. 

As the above timeline depicts, gamification has a rich and intellectually stimulating history. It’s efficacy comes from the fact that it has been extensively studied, discussed and experimented with – both academically and within real-world industry practices. It is certainly not some recent trend that will die out once momentary attention fades. Rather, it is a tried-and-tested practice that you can feel considerably secure about, when you properly implement it. 

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Press

Goama, Touch ‘n Go & WWF-Malaysia collaborate to help wildlife preservation efforts through mobile gaming!

MALAYSIA, 17 December 2021 – Goama, a gamification platform, in collaboration with Malaysia’s leading eWallet, Touch ‘n Go eWallet, will be launching a charity campaign to raise awareness and collect funds through competitive hyper-casual gaming for the wildlife preservation efforts of World Wide Fund for Nature (WWF) Malaysia.

To support wildlife conservation in Malaysia, Goama will be introducing Wildlife Jump on Touch ‘n Go eWallet application in support of WWF-Malaysia. Users can login and pay RM2 to play Wildlife Jump and stand a chance to win WWF-Malaysia discount vouchers for 20% off purchases on the pandashop: https://www.pandashop.my`

Goama’s mission is to do good through gaming and this collaboration is just one of the many ways to provide outstanding game content to the mobile gaming community as well as an opportunity to give back by initiating WWF fundraising campaigns. We’re incredibly thrilled to show off the new WWF customized game, and we’d want to invite everyone to join and play. It’s extremely exciting to know that Malaysians have this opportunity to save wildlife,” said Goama CEO, Mr. Taro Araya.

This partnership with Touch ‘n Go eWallet creates new opportunities for people and organisations to connect in a meaningful way and is exemplified with its approach to creating fun engagement while helping the wildlife preservation movement of WWF in Malaysia. 

Anyone with a registered Touch ‘n Go eWallet account can access the WWF Game built by Goama to help out with wildlife conservation in Malaysia. Just look for Goama Games’ iconic purple logo in the “More” section of the Touch ‘n Go eWallet home screen app from 20 December 2021 to 10 January 2022. All proceeds collected will be donated to WWF-Malaysia. 

WWF-Malaysia indicated the importance of wildlife preservation as well as the protection of the environment. WWF-Malaysia also expressed their appreciation on the efforts taken to make conservation familiar, doable and accessible to all Malaysians.

“Our well-being relies heavily on the environment, be it for fresh water, air, food and protection from severe weather. As such, we all have a role to play in respecting and caring for our environment, not just to preserve what we have today, but also to sustain it for future generations. We see this collaboration as a way to get people’s attention and interest in habitat and wildlife conservation,” said Helina Yow, Director of Partnerships from WWF-Malaysia.

Meanwhile, Ignatius Ong, Chief Executive Officer, TNG Digital Sdn Bhd said, “Through this collaboration, Touch ‘n Go eWallet’s users who are fans of Goama games are given an opportunity to contribute for the wildlife preservation movement by WWF-Malaysia. This is a great effort by all parties involved to educate our users, especially young adults, about the importance of saving and preserving wildlife.” 

Download the Touch ‘n Go eWallet app and join the WWF Wildlife Jump adventure now.

About Goama Pte. Ltd.

Goama is the leader in gamification, setting the benchmark for digital innovation and user engagement. Its turnkey solution offers a plug and play platform that creates unparalleled gamified experiences that enable business partners to build sustainable and engaged online communities. Goama has worked with leading super apps and brands in more than 24 countries to help them drive user engagement, increase revenue streams, and acquire new users.

Goama’s offering extends to brands with customized games on its tournament platform to drive lasting brand engagement that is easily scaled across digital mediums. This creates a paradigm shift in advertising, providing more opportunities for brands to build meaningful experiences for their audiences on their channels or through Goama’s partners.

For further information, please contact:

Mr. Wazir, Tengku

Head of Marketing

E-mail: [email protected]

Phone: +60 17-6199016

Website: www.goama.com

Mr. Calvin Lee
VP for Sales and Marketing
Email: [email protected]
Phone: +60 12-6248874

Website: www.goama.com

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Blog

What are Hyper-Casual Games?

Mobile gaming has taken a quantum leap in recent years, becoming the predominant force in the gaming industry. Hyper-casual games are behind this phenomenal success, roping in even non-gamers to put in as much as a few hours every week playing them. These easy-to-learn games have offered many respites from an increasingly stressful outside world, especially during the recent pandemic. Games like trivia and puzzles have integrated a social ecosystem around them that allows people to interact and compete. Even single-player hyper-casual games offer an immersive world free from the usual complexities around learning the nitty-gritty of playing them well. As a result, Hyper-casual games have been shown to retain their users much more than any other gaming category.

Hyper-casual games have become so popular that organizations have started leveraging them beyond their usual mobile domain. For example, Tesla cars come with bundled games that owners can play while the car is stationary at a charging station; companies are gamifying their day-to-day business activities in the hyper-casual model to promote a stress-free work environment.

Flappy Birds and the Beginning of Hyper-Casual Gaming as We Know It:

Vietnamese developer Dong Nguyen and his company, Gears, released Flappy Bird in 2013. It was an innocuous side-scrolling video game where the player guided a bird between a series of green pipes without touching them. The game took off in 2014 – to the point that it became the mobile games chart-topper in downloads on both Android and iOS worldwide, earning $50,000+ in revenue every day.

The rise behind the game was owed to the hyper simplification of its key principles, including UI, gameplay mechanics, and learning curve – things that made it attractive to even non-gamers. Soon, these methods were followed by other developers, giving rise to the hyper-casual mobile games that are a juggernaut today.

The Pandemic Years and the Explosion of Hyper-Casual Games:

In late 2019, the covid-19 pandemic gripped the world. This had an adverse effect in almost all market sectors – except gaming. People were forced to spend time at home, which astronomized game downloads. As a result, mobile gaming recemented its place at the throne during the pandemic years, fueled by the meteoric rise in hyper-casual game downloads. Measurement firm Adjust and game engine developer Unity joint-collaborated in 2020 to determine the pandemic’s effect in the hyper-casual gaming market. The study found:

  • Hyper-casual games grew by 72% at the end of Q1 2020.
  • Installation of hyper-casual games increased 103% between December 2019 and March 2020.
  • The costs per install (CPI – the average cost to get a user to install a game on their mobile device) for Hyper-casual games decreased by 35% by the end of March.
  • Asian markets saw the boom in Hyper-casual mobile gaming sessions the most, with China seeing a 300% increase, followed by South Korea (152%) and Japan (137%). Western market gains were led by Germany (69%).

Why Do People Love Hyper-Casual Games?

Hyper-casual games are favored by many because of their ease, lack of paywalls, and social integration. Facebook Gaming’s Genre and great games report in 2020 looked at why games like Flappy Birds were an overnight success and found these predominant reasons:

  • Hyper-casual games were instant stress-busters
  • Most hyper-casual gamers played these games to pass/kill time
  • Milestone-based gameplay allows them to feel instant gratification for their in-game achievements
  • An immersive experience in hyper-casual games allowed an escape from reality
  • Many hyper-casual games offer unique experiences that keep the gamers hooked
  • Hyper-casual games like puzzles or trivia help to nurture unique traits in gamers
  • Individuals also found hyper-casual games an extension of their real-world passions 

Hyper-Casual Games that Took the World by Storm:

Here are some of the best hyper-casual games that helped to define this genre of mobile games through their innovative, simple gameplay and the immersive, engaging world:

  • Helix Jump: This is publisher Voodoo’s most popular casual game to date and arguably the most popular hyper-casual game of all time. Helix Jump makes you take control of a bouncing ball as it traverses from one circular platform to another. It has over 1 billion downloads on both popular mobile platforms and has given many clones.
  • Acrylic Nails: With almost 40 million downloads worldwide, Acrylic Nails is a simple game where you paint the nails with the colors of your choice.
  • Phone Case DIY: Like Acrylic Nails, Phone Case DIY gives you control of an empty, virtual phone case that you can customize to your heart’s content. It has garnered 60million downloads worldwide so far.
  • Crossy Road: A simple game where you play as a duck (or any other animal) and cross a traffic-heavy road, Crossy Road is a perfect example of a hyper-casual game. It has over 10 million downloads till now.
  • Rise Up: Minimalistic UI at its best is on full display here in this mobile game, where you must save a rising balloon by clearing obstacles from its path. This game’s muted color palette, alongside some calming music, are also USPs of Rise Up, resulting in 10 million-plus downloads.
mobile games
Hyper Casual Games available on Goama Games Platform

Are Hyper-Casual Games the Future of Gaming?

Newzoo predicts that there will be more than 3 billion mobile gamers worldwide by 2023. This user expansion seems to be driven by hyper-casual gaming. Often free, with low learning curves, minimalist UI design, and a focus on community-driven fun, hyper-casual games like Slap Kings and Stair Run continues to attract a large section of people from a key, non-gamer demographic. Hyper-casual games are topping the charts on ad revenues as well, with puzzles and other casual game categories raking in almost 5 million ad creatives. As a result, more developers are now shifting towards building social, hyper-casual games.

This trend also shows a significant change in our societal perception of gaming. Mobile gaming has abandoned the traditional definition of a gamer. The term has now become broader – casual and hyper-casual individuals who previously may not have been comfortable being called gamers are now slowly adopting the moniker. Social stigma around gaming and games, in general, is slowly being replaced with their places in our culture. Mobile gaming – hyper-casual gaming in general – has played a big role in bringing people together in the virtual world, opening up new avenues to collaborate in a fun and engaging way. In recent years of volatile markets and pandemic anxiety, hyper-casual games have dawned upon a large section of us as stress busters – and that trend is only going to gain more speed in the years to come.

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Blog

Gaming Trends in 2022 and beyond

As the pandemic slowly wears thin, many industries still struggle to find their footing back. Not gaming – among a handful of markets that saw a spectacular rise in the past two years. Globally, the evolution of gaming off late has significantly impacted game dynamics, but some trends have become more apparent than others. The genre-defining shifts in gaming that we have seen in 2021 are likely to continue to 2022 and beyond, shaping the games we know, how we play and interact with them, and even in-game milestones and rewards.

Trends to Look For in 2022 and After:

2020 and 2021 have been a mixed bag for gamers. While gaming as a whole has proliferated, a worldwide boom in cryptocurrency and other factors have resulted in major chip shortages for consumer hardware – including discrete graphic cards (GPUs) for PCs and Consoles. Factors like these have made gamers look away from traditional ways to game. Nevertheless, gaming trends that we think will continue to define the industry next year and beyond include:

Increase in Cloud Gaming or Gaming as a Service (GaaS):

The global chip shortage has made traditional gaming a costly proposition. An increased number of people have hence started to look at alternatives – and cloud gaming has more or less started to fill this void.

Like other cloud-based services, gaming-as-a-service or cloud gaming is a subscription service that provides you access to games installed at remote servers. They are streamed to you via the internet, and you access them via the browser or a dedicated client. While this makes the gaming experience majorly dependent on your internet speed, it removes all other hardware bottlenecks.

Google Stadia, NVidia GeForce Now, Playstation Now, and Xbox Cloud Gaming – all major players in cloud gaming have had a stellar 2021. Newzoo reports that cloud gaming will have 23.7 million paid users and a revenue of $1.6 billion by the end of this year. In addition, the market cap is projected to reach $6.5 billion in 2024.

Cloud gaming has become so popular that even Amazon and Netflix have introduced their own GaaS products to tap into this market. This is arguably the biggest trend in gaming that is sure to get more traction in 2022 and later.

The Continued Rise of Augmented Reality (AR) and Virtual Reality (VR) Games:

In 2019, Ericsson’s study yielded that 35% of non-gamers had expressed an interest in AR gaming. The number has only grown in the past two years, given the insane expansion of mobile games. Augmented Reality’s nifty way of incorporating existing elements in your environment is proving to be a major force behind its popularity. 

Virtual Reality games have been in existence for a couple of years now. Unlike AR, VR games immerse you in the world of their own – hence a separate, empty room is often recommended – and require custom, dedicated hardware like VR headsets and controllers. Oculus and HTC dominate the VR market, with major funding coming courtesy of Facebook (Meta) and other investors.

Our increased online presence and the skyrocketing mobile gaming universe will continue to open new frontiers for both VR and AR gaming in the coming years. Reports indicate that by 2023, AR and VR headsets will be selling a substantial 30 million units annually.

Cross-Platform Games to Dominate, More Remasters/Remakes to Come

Mobile gaming’s massive explosion in recent years has forced game developers to make games that run on both Android and iOS. This is a trend that we’re seeing making its way to PC and Console gaming. The latest iterations of many PC or console-exclusive games have been released to all platforms in the past two years. More games are now cross-platform compliant, which means you can play with your peers regardless of your device, be it mobile, consoles or PC. Technologies like 5G and generational performance improvements in gaming hardware will make crossplay development and participation easier in the coming years.

Classic games are also making a comeback – either as remakes or remastered versions with improved feature-sets like higher resolution textures, better gameplay, and others. Remasters like Resident Evil HD have made us re-appreciate them, and remakes like Final Fantasy 7 and Halo: Combat Evolved Anniversary have been universally praised.

Gaming + Blockchain = the Future?

The buzz around cryptocurrency does not seem to be stopping any time soon. Cryptocurrency runs on blockchains – a technology that decentralizes data by splitting it into tokens and then joining them with cryptography. Blockchains have increased security and speed – something that the gaming industry – largely reliant on in-game purchases – is trying to leverage. Some games already support cryptocurrency-based payments, a trend that will only increase in 2022 and beyond. Moreover, game developers leverage decentralized apps to build blockchain-based games that seamlessly integrate with crypto wallets as payment options. 

Non-fungible tokens or NFTs are also seeing a surge in gaming. NFTs allow you to own digital assets like videos, images, and games or in-game content. Even AAA game developers like Ubisoft are getting in on this trend, which is sure to get more traction in the next couple of years.

eSports Rules the Roost:

The pandemic has all but ensured that it shot up top as if eSports wasn’t popular earlier. As a result, Multiplayer games like League of Legends, Valorant, and PUBG have dominated all of 2020 and 2021 – raking in massive revenues – and are poised to continue this trend in 2022 and beyond well. 

The gaming industry has undergone a tremendous change in the past couple of years. Mobile gaming and eSports dominate the market; AR and VR gaming are on the rise; cryptocurrency and NFTs are just around the corner; cross-platform games are climbing up the charts. By the end of this year, there will be 2.9 billion gamers generating a staggering $175.8 billion in market revenue, driving current trends in 2022 and beyond.

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Artículos

Ventajas de usar juegos como técnicas de marketing

Los videojuegos se han erigido en años recientes como la categoría dominante de todas las tiendas de aplicaciones. Su proliferación se ha traducido en grandes ganancias para las casas desarrolladoras. La industria de videojuegos para dispositivos móviles ha sido valorada recientemente en más de 98 billones de dólares y se espera que en los próximo 10 años alcance los 230 millones. Sin embargo, a pesar de todo esto, muchas personas siguen sin entender la importancia de la gamificación dentro de sus procesos.

Muchas organizaciones como Starbucks y CHipottle, han comenzado ya a utilizar la gamificación para comenzar a sacar nuevos dividendos. Los clientes de Starbucks han comenzado a disfrutar de un programa de beneficios gamificado. Chipotle está usando juegos para promover sus iniciativas sustentables. Son muchos los que dicen que gamificar un proceso es complicado, pero lo cierto es que hoy en día es más fácil que nunca. Con plataformas como Goama que proporcionan maneras fáciles y eficientes de realizar estos procesos, es posible aumentar las ganancias de manera exponencial para tu empresa cuando decides utilizar la gamificación.

Beneficios de la gamificación para el marketing.

Actualmente son muchos los beneficios que puede ofrecer la gamificación a cualquier proceso de marketing, entre ellos podemos mencionar:

  1. Aumento de las interacciones.

Como hemos dicho con frecuencia, una de las principales ventajas de la gamificación es incrementa la interacción con los usuarios y ayuda a retener su atención por aproximadamente 3 veces más. Adicionalmente, el uso de un entorno de juegos ayuda a que el usuario esté realmente enfocado en lo que se está realizando.

  • Se evitan los molestos Pop-Up.

Una de las formas en que el marketing solía funcionar era por medio de la aparición de pop-ups en aplicaciones. Esto lejos de ser agradable era molesto y no le gustaba a nadie. Se puede ofrecer contenido en formato de juego que sirva de promoción, en lugar de bombardear al usuario con cientos de pop-ups que serán ignorados.

  • Se incrementa la calidad del contenido.

Cuando se trata de contenido y consumo del mismo, los juegos de video están en el tope la escala. En un mundo en el que cada vez hay más usuarios jóvenes y conocedores de la tecnología, el marketing a través de juegos interactivos aumenta la calidad de los contenidos anunciados y permite enfocarlo en los puntos demográficos para los cuales fue desarrollado. La naturaleza audiovisual de los juegos es un factor importante para el compromiso y la retención de los usuarios.

  • Independencia de plataforma.

Las técnicas de marketing gamificado pueden aplicarse independientemente de las plataformas, independiente del sistema operativo o del dispositivo que se esté utilizando. Dado que los usuarios se reparten por igual entre plataformas móviles como Android e iOS, se pueden replicar procedimientos de gamificación similares para obtener beneficios. Ya sean dispositivos inteligentes, portátiles o máquinas de escritorio, los juegos son universalmente accesibles. Las campañas de marketing pueden alinearse y aplicarse a todas las experiencias de usuario sin ningún tipo de problema.

  • Disminución de costos.

Los presupuestos de marketing regulares alcanzan valores astronómicos en función de las necesidades y el alcance de la marca, especialmente cuando se trata de enfocar una demografía específica. Sin embargo, la naturaleza lineal de estas técnicas de marketing hace que no sean fáciles de configurar según las tendencias cambiantes y las necesidades de la organización. Plataformas como Goama pueden ayudar a mantener los costes bajos mediante un enfoque de pago por necesidad y niveles granulares de personalización. Los controles de medición de costes se basan en la analítica, que se presenta en un panel de control fácil de entender para los clientes.

  • Permite contar historias de manera interactiva

Las técnicas de gamificación permiten mostrar una historia en la que el usuario también es un participante activo. De esta manera los hace sentirse más identificados con el mensaje y son más propensos a tomar las acciones que deseas que realicen.

  • Mayor retención del mensaje.

Eventualmente, una organización puede optar por concienciar a toda su demografía de usuarios sobre sus objetivos y compromisos. Las técnicas de marketing gamificado ayudan a conseguir un mayor alcance para este tipo de campañas. La campaña de marketing medioambiental de Chipotle de 2013 es un buen ejemplo de ello. El marketing gamificado llevó a la organización a recibir la aclamación mundial por su mensaje de sostenibilidad.

  • Mejor colección de datos para análisis.

Los juegos que se ejecutan mediante técnicas de marketing gamificado pueden recoger datos de los usuarios a través de encuestas interactivas y otros métodos. Los datos de los usuarios pueden ser analizados para atraer más sus productos hacia las necesidades demográficas. Se puede personalizar el nivel de datos que se recogen y aplicar medidas de seguridad adicionales para salvaguardar los datos.

  • Mayor alcance de mercado.

El atractivo multigeneracional de los juegos ha hecho que el marketing a través de ellos sea increíblemente eficaz… todos disfrutan de un buen juego, por lo tanto, todos son alcanzables. Según un estudio reciente, los juegos representan el 43% del uso de los teléfonos inteligentes, algo que las técnicas de marketing gamificado emplean para aumentar su alcance en el mercado. Sacar provecho de esto es esencial para que productos puedan alcanzar niveles antes inalcanzados.

  1. Un enfoque en la comunidad.

Las técnicas de marketing exitosas que emplean un enfoque gamificado suelen cultivar un sentido de comunidad entre sus usuarios lo que se traduce en un sentido de lealtad mucho mayor. Los juegos sociales y multijugadores se encuentran entre las categorías de juegos más jugadas del mundo en la actualidad. Además, los elementos de diseño centrados en el ser humano en las campañas de marketing gamificado promueven el impulso social en los consumidores y mejoran la perspectiva comunitaria de una marca.

En conclusión…

El marketing gamificado sigue siendo una tendencia de moda. Un estudio realizado en 2019 por Forbes demostró que el marketing de gamificación impulsó el registro de nuevos usuarios en un 600% cada mes. Lamentablemente muchas compañías aun no conocen los poderosos beneficios que este tipo de marketing puede tener sobre sus campañas publicitarias. Plataformas de gamificación inteligentes y modernas, como Goama, pueden ayudar a tu negocio a crecer de forma múltiple, a ganar nuevos clientes y a abrir nuevos horizontes. La gamificación tiene un alcance universal, y enseñar el poder de los juegos en las técnicas de marketing puede marcar la diferencia entre su negocio y la competencia.

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Blog

Are You A Gamer?

Gaming is no longer considered a niche word or market. The worldwide market for video games is slated to reach an astounding $545.98 billion by 2028 from $203.12 billion in 2020. Over the years, several concerted researches have been conducted to understand the reach of gaming in our society. Studies have also tried to find out the definition of the term “gamer” – by interviewing a range of people who played video games fairly regularly.

The percentage of video game players who identify themselves as gamers remains low

Back in 2015, a study revealed some interesting statistics about video games and gamers. For example, while the percentage of men and women who said that they played games on mobile, PC, or console was almost identical (50% men v/s 48% women), over 60% of all Americans thought people identified as gamers were predominantly male. Also, while 49% of Americans played some form of video games, only 10% considered themselves gamers (15% men, 6% women).

Mid and younger millennials have much more propensity to identify themselves as gamers

When we consider mobile gaming, the number of people who play occasionally or frequently increases to 78.2%. Mobile gaming has all but exploded in recent years, fueled by the incredible accessibility boom of smart devices in developing countries. AdColony’s Modern Mobile Report shows that people born between 1986-1995 are more likely to self-identify themselves as gamers – 22.5% more than Gen Z, and a whopping 63.4% more than older millennials and Gen X counterparts.

A variety of reasons may be behind this. Video games, especially in consoles and PCs, proliferated in the ‘90s and early 2000s – becoming a pop-culture staple. Millennials born around that era were part of that phenomenon. Many among them still consider video games as a hobby – a good pastime.

On the other hand, Gen Z is part of a time when games have been all but normalized into a part of our daily lives. It can be one of the primary reasons why, despite playing mobile games 5% more than their closest millennial age demographic, they are 20% less likely to self-identify as gamers. Similarly, video games’ cultural and socio-economical importance is not as prolific in the older age group, which accounts for their 3/5th less likelihood to call themselves gamers.

Men identify as gamers more than women, in general

There is a large gender-skewing when it comes to people identifying themselves as gamers. More often than not, men identify as gamers more than women. Across the 18-29 age demographic, the difference is much wider, more than 3x – between men (33%) and women (9%) who consider themselves as gamers. As we move towards older age groups, the gap closes significantly. 15% men between 30-49 years of age identify as gamers, compared to 7% women. For ages 50 and older, both men (4%) and women (3%) are equally unlikely to self-identify as gamers.

Self-identified gamers do not belong to a single socioeconomic group:

AdColony’s study also reveals that the population that identifies themselves as gamers comes from various income groups. The top two spots are taken by households with incomes of $250,000 or more per year, closely followed by houses with annual incomes of $50,000 or less. This staggering statistic tells us that gaming is not limited to a single income group in society – instead, it has a universal reach. However, the study discovers a trend in the frequency of games being played in a household and their average annual income. The more income a household has – the more time they invest in playing games, especially mobile games.

Increasing popularity of social games – especially puzzles and word games is propelling more people to play video games regularly:

Puzzle and word games have brought more people together in the virtual world than most AAA titles. These games are often devoid of any learning curve, can be played on virtually any device, and require little to no system prowess to run. Simple, fun, and varied enough to be engaging – trivia, puzzle, word games continue to dominate the charts on all platforms. Games like PeopleFun and WordScapes have also attracted more people, especially from the older age demographic, to play more frequently.

Conclusion:

Self-identification is often disregarded by scientists while they collate their data to research the effects of gaming. Nebraska-based sociologist Lisa Kort-Butler has done extensive analysis into the reasons why many, despite playing video games quite regularly, are not eager to identify themselves as gamers. “Persisting, pejorative stereotypes surrounding the physical, social and mental wellbeing of those who game“ is often the culprit behind such low numbers, says Kort-Butler. In addition, the lack of a concrete set of characteristics makes someone a ‘gamer,’ and the picture gets even murkier. Lastly, the evolution of video games to an everyday staple and the biggest industry in the world has also diluted the need for people to self-identify themselves as purveyors of something niche.

Whether you self-identify as a gamer should not matter if you love and continue to play video games – be it on PC, consoles, or mobile devices. Video games have emerged as one of the great social equalizers in recent years, prompting more people to accept them in their daily lives, minus the stigma of being called a gamer.

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Blog

Why Do People Love Mobile Games?

Increased accessibility of smart devices, especially smartphones – have all but propelled mobile gaming into the stratosphere. Mobile games were downloaded 80 billion times in 2020 – an 18% increase YoY. The overall market for mobile games is predicted to reach a staggering $218.7 billion by 2024, with a Compound Annual Growth Rate (CAGR) of 8.7%. 2.8 Billion people worldwide play mobile games currently, far outnumbering those who prefer playing on PC or consoles.

The immense popularity of mobile games has not only expanded the boundaries of traditional game genres, but it has also caused many old favorites to reemerge – more polished and better performing than ever. In addition, several PC or console-only games have also successfully transitioned into mobile platforms, bringing their AAA experience on smaller screens.

Why do people play mobile games?

Much research has gone into understanding what prompts people to play mobile games and come back for more. For example, 59% of participants in a recent study said that playing mobile games made them feel relaxed. This number is double that of social apps like Facebook, Instagram, and Twitter. The study also revealed why most mobile gaming users were significantly happier than visiting social sites.

Most users say that they love mobile games because:

  • Mobile gaming makes them feel relaxed, so they return to it to relieve stress.
  • Games on mobile are a good way to pass the time while waiting for other activities.
  • In addition, many people use mobile games to connect with other players socially.
  • The ever-evolving challenges in mobile games make people feel accomplished when they beat a certain level or complete a milestone. Shareable achievements and leaderboards have further enhanced this feeling of instant gratification.
  • Mobile games are continually adding content, so casual users are more likely to come back in hopes of new experiences. 
  • Most importantly, mobile games grant users a hyper-accessible portal into an immersive, virtual world. As a result, 38% of users said that the content in mobile gaming made them feel interested.

What has made mobile gaming so popular?

NewZoo predicts that the gaming revenue from mobile platforms will reach $90.7 billion in 2021, with a 4.4% YoY increase. This now accounts for over 50% of the total gaming market worldwide. A decade of double-digit growth for the mobile games market has been fueled by various technological and socioeconomic trends, including:

Cutting-edge mobile technology has become affordable:

The past decade has seen an astronomical leap in mobile technology. Things like 4G/LTE, the latest Wifi standards, and faster, more efficient mobile hardware development have all made their way from the flagship devices to affordable smartphones and tablets. Generational performance and durability improvements brought by these advancements, in turn, have made mobile gaming accessible to previously untapped markets and demographics.

Increased virtual presence and a mobile-driven market:

Especially in the past couple of years, there has been an increasing trend of moving from bulky software to lightweight mobile apps for everything we need – finances, work, food delivery, and even stargazing. No other industry has benefited more from this than Mobile gaming. The mobile-driven market has forced developers to create more engaging and content-rich games for their customers. The availability of this diverse array of content has boosted the mobile gaming user base significantly.

Easy accessibility and portability:

Mobile gaming wins hands down in its accessibility and portability. You can play games on a mobile practically anywhere – a distinction that consoles and PCs do not have. In addition, most mobile games these days are platform-agnostic. So it doesn’t matter whether your smart device runs Android or iOS – you get the same experience everywhere.

The rise of hyper-casual gaming:

Hyper-casual gaming has dominated the reasons behind mobile gaming’s adoption as a lifestyle companion. A trend where the user spends a small amount of time daily playing a game with repetitive levels and gameplay mechanics is often termed hyper-casual. Here, the game is addictive, and the difficulty between each level only changes mildly – so that the user is hooked yet not deterred. Games like Angry Birds, Candy Crush Saga, Subway Surfers, and Temple Run are probably the best examples of hyper-casual games – easy to get into, easy to drop out of, and fun to play.

There’s something for everyone:

Mobile gaming’s rapid proliferation and profitability have caused many traditional game developers to focus on this platform. As a result, the gaming universe in mobile now has the most diverse array of games available for you to choose from. Be it action, strategy, role-playing, puzzle, trivia, word games – if you love a genre, games from it are more likely to exist in mobile platforms than anywhere else. The sheer variety is one of the big reasons mobile gaming continues to rise in popularity.

The revival of classic games in their portable, mobile avatars has increased the overall reach of mobile gaming even more than before. Games like puzzles, board, trivia, and scrabble have been shown to bring in more new users and retain them. In addition, high accessibility fueled by available (4G/LTE) and emerging (5G, WiFi 6) technologies, immersive audio-visual experience, and instant gratification have given rise to the trend of hyper-casual mobile gaming. With the world’s smartphone users projected to reach 4.5 billion in 2024, mobile gaming’s upward trajectory is all set for another round of victory lap.

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Artículos

5 formas para mejorar las interacciones con gamificación

Como hemos comentado en entregas anteriores, la gamificación consiste en la incorporación de mecánicas, elementos y principios existentes en juegos para ser usados en entornos no lúdicos, con la finalidad de fomentar una interacción más eficaz con entre los usuarios. Toma lo divertido de los juegos… y aplícalo a otras actividades del mundo real que quizá no sean tan divertidas.

¿Cuáles son los principales beneficios de la gamificación? ¿Existe un beneficio tangible que pueda justificar la inversión de personal y financiera para realizar la gamificación de una plataforma digital?

Beneficios clave de la gamificación

  • Mayor compromiso

Hoy en día, cuando la televisión está encendida, los millennials siguen concentrados en sus teléfonos. Es seguro suponer que no están viendo la publicidad con demasiada atención cuando podrían estar jugando a Grand Theft Auto en su teléfono.

Los juegos atraen a los usuarios de una manera que el vídeo no puede. Esto es debido a su naturaleza interactiva. El tomar decisiones y accionar para abrirse paso a través de los niveles del mismo es algo que causa un impacto emocional en los participantes del mismo y los lleva a involucrarse de una manera mucho más dedicada. SI comparamos esto con la interacción ofrecida por un video, podemos darnos cuenta que no hay punto de comparación.

Cuando se trata de los empleados de una empresa o de los clientes potenciales de una empresa, la gamificación entretiene al público, y cuando la gente se divierte ven el contenido más como diversión que como una enseña o como algo que solo quieres venderles cualquier cosa.  Esto genera una ráfaga emocional que genera un vínculo positivo con la marca y con el material con el que interactúan.

  • Fomenta el aprendizaje.

Según la desarrolladora de juegos y autora Jane McGonigal, “A los 21 años, muchos varones habrán pasado más de 10.000 horas inmersos en juegos en línea”. También ha explorado la ciencia que hay detrás de “por qué los juegos son buenos para nosotros: por qué nos hacen más felices, más creativos, más resistentes y más capaces de liderar a otros en esfuerzos para cambiar el mundo”.

Los individuos, están diseñados para responder automáticamente de forma positivo cuando existen desafíos y recompensas, tal y como ocurre en los juegos. Cuando se aplica en módulos de aprendizajes, presenta un potencial demostrado de poder fomentar una mayor afectividad en el aprendizaje de las lecciones y genera una mayor sensación de logro, a la vez que fomenta la competencia y el trabajo en equipo, dependiendo de como se apliquen las misiones, logros y recompensas.

Los resultados, pueden reproducirse en el liar de trabajo, ya sea para formar nuevos empleados o para ofrecer mejora continua a los empleados existentes. Con la gamificación, puedes ayudarles a conectar con el material, pueden retener más conocimientos y desarrollar un sentimiento de logro al conseguir dominar el currículo, ideas y habilidades.

  • Provee un feedback instantáneo.

Un aspecto clave de la dinámica del juego es ofrecer un feedback instantáneo. Cuando las personas tienden a saber cómo están progresando con una actividad, se preocuparán más por el resultado. De igual manera se esforzarán por hacer las cosas de mejor manera. En un intento de recibir un feedback positivo al final de cada reto/petición/misión. Esto fomenta, una vez más, un mayor compromiso y una mayor retención y recuerdo.

  • Fomenta el cambio de comportamiento:

Como demuestran los puntos anteriores, la gamificación tiene la capacidad de cambiar los patrones de comportamiento, al menos mientras alguien se comunica activamente con la mecánica del juego. Al aprovechar esta capacidad de influir en el comportamiento, la gamificación puede utilizarse para promover un mejor aprendizaje, una mayor concentración y unos resultados más positivos, basados en las personas. Cualquier cosa, desde un estudiante más atento hasta un empleado más productivo, puede ser el resultado de una aplicación eficazmente gamificada.

Ejemplos de la gamificación en acción.

Existen diferentes ejemplos que ejemplifica la gamificación en acción:

Tinycards de Duolingo: Tinycards toma el viejo concepto de aprendizaje a través de tarjetas y lo hace interesante. Basta con elegir un tema y la aplicación iniciará un proceso de aprendizaje con tarjetas.

Memrise: Memrise es una aplicación de idiomas gamificada con una gran cantidad de elementos derivados de los juegos, y es conocida por su interfaz divertida y fácil de usar. Los usuarios toman la forma de astronautas que viajan al espacio exterior para aprender un nuevo idioma. Aprenden, avanzan en los niveles y, mientras lo hacen, están acompañados por una mascota alienígena de evolución similar.

SoloLearn: SoLoLearn utiliza la gamificación para enseñar código. Contiene desafíos para los jugadores, un Code Playground para que los jugadores muestren su código y reciban comentarios, así como una tabla de clasificación que celebra a los mejores codificadores. Puedes crear tu propio código y aplicaciones, presentarlo en el Playground, y hacer que los demás en la aplicación lo voten, lo usen y den su opinión al instante.

Goama: Goama gamifica otras aplicaciones para aumentar la adquisición y retención de usuarios, el compromiso y abrir aún más fuentes de ingresos. Hacemos algo más que insignias, tablas de clasificación y puntos cuando gamificamos la aplicación, realmente convertimos tu aplicación en un lugar donde los usuarios pueden disfrutar de juegos y ganar recompensas reales. Puede obtener más información sobre cómo gamificamos las aplicaciones aquí.

Como puedes ver en estos ejemplos, todos los beneficios ofecidos por la gamificación son imposibles de ser ignorados. Si le das a los usuarios una razón para estar interesados en una aplicación o en un sitio web, volverán una y otra vez. Los efectos en el la química del cerebro son inmesurables hasta el punto de generar un cambio en los patrones de conducta de las personas de manera positiva.

Por todo lo que hemos podido ver, los beneficios de la gamificación son valiosos y constituyen una inversión sólida a futuro para cualquier organización interesada en mejorar su desempeño y optimizar sus operaciones. Y lo mejor de todo, es que esto permitirá mantener los espacios de atención de los empleados… por donde lo veas, la gamificación solo trae buenas noticias.

¿Quiere saber más sobre la gamificación y cómo podemos gamificar su aplicación? Póngase en contacto con nosotros aquí.

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