7 steps for marketers to best utilise gamification


Erica Swallow  wrote an article about a gamification framework created by Dustin DiTommaso, design director of design studio Mad*Pow, where he spoke about  designing meaningful interactions through game design thinking.

DiTommaso explained his framework for gamification and dished out seven essential steps for approaching the subject.  Seven questions that will help you and your business create more meaningful interactions. Let us know your thoughts on his method in the comments below.

1. Why do you want to gamify? 

Consider if the gamification will benefit your users and provide an enjoyable experience.

Identify the goals of your business and figure out how to fulfill them through your users (what actions do you expect them to take).

Is gamification the best way?

2. Who are your target audience? 

Identify your users, their needs and goals, the reason they are playing, and their playing scenario. Brainstorm any constrains which might hold them back, social actions they enjoy, metrics they care about.

Determine if your audience is motivated by:

  •  Achievement or enjoyment
  •  Guidance or freedom
  •  Control or connect with others
  •  Self or social interest

3. What are this game’s goals and objectives? 

Try to think about exciting and inspirational long-term and short-term user goals. Start with the long-term goal which is difficult to achieve but can represent the peak of personal growth, and then break it into short-term milestones to encourage users to continue.

4. What kind of skills and actions do users need? 

List all the skills users need in order to win, and they can be physical, mental, or social. Then decide how these abilities can be measured and try to find out if there is any technology that can help monitoring.

5.What are their possible perspectives of interest? 

View your games from the different perspectives including Competition Type, Time Pressure, Scarcity, Puzzles, Novelty, Levels, Social Pressure / Proof, Teamwork, Currency, and Renewals and Power-Ups for new thoughts.

6.What are their expected outcomes? 

Brainstorm the rewards and punishments that will be triggered by users’ actions or the game’s time frame. Show them their progress towards the long-term goal to motivate them.

7. How to make the experience better? 

After the game is created, test it to see what are (not) working, what you might have missed, if the users’ needs can be met, and how to keep it interesting. Do not test it too many times yourself, and let your users do it.

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