In 2011, the word “gamification” was nominated to the Oxford English Dictionary’s word of the year list. Since then, it has become one of the concepts that their players create programs that mix their motivational goals. Many gamification projects were not successful because they were planned correctly, their fictions were not developed well, and they were gived up. The 2014 report by Gartner stated that more than 80% of gamification projects will fail by 2020. Today, we see that these figures are both on project basis and on budget basis.
As Motivist, we have gathered together the five most common mistakes in this 10-year gamification journey. Our aim here is to enable and support the implementation of more successful gamification projects in order to achieve human-oriented goals in institutions after 2020.
1. Not Clarifying the Business Goals in the Gamification Project.
In the gamification project, many players will be given in-game awards, as well as external awards at the end of the game; however, these will actually only be statistical. The main purpose is how many of the stated behavioral changes in the target audience are achieved. The measurement of every project started without clarifying the business objectives remains incomplete.
2. To Leave the Gamification Project by Applying it Once.
Gamification projects are a business model that needs to be improved and developed regularly, just like mobile applications and games, and updated according to the business goals of the period.
3. Not Including the End User in the Gamification Project.
Unlike other technological projects, gamification projects require improvements by making interviews with the end users we call “persona” before and after the project is opened. This is done in all business models that put people at the center and target their motivation.
4. To Focus on Extrinsic Awards in Gamification Projects.
In gamification projects, rewards should be given in a way that targets the game within the scope of feedback throughout the process. External rewards can be given in a ceremony at the end of the game; however, rewards such as gift certificates, devices, or cash that are given during the game and that trigger extrinsic motivation push the player out of the flow and into externality.
5. Thinking Gamification Consists Only of Technology.
Digital platforms are of course crucial for better measurement and analysis in gamification projects. However, it is necessary to support and improve your gamification editing with fiction such as persona interviews, story design and stages of the player’s journey, as well as technology investment.