Gamification is a technique that uses game design elements in non-game contexts to motivate and engage users. It has been used in various industries to drive behaviour change. But what is the psychology behind gamification, and why does it motivate?

Breaking Down Gamification

At the core of gamification is motivation. Games motivate us because they provide immediate feedback, clear goals, and a sense of progress. Gamification leverages this motivation to encourage users to complete tasks or achieve goals. One way gamification motivates behaviour change is through reward systems. Rewards provide a sense of achievement. It provides satisfaction that motivates users or/customers to continue engaging with the desired task. These rewards can be intrinsic or extrinsic.

Intrinsic rewards are effective because they tap into the user’s internal motivation. This leads to sustained behaviour change. For example, a fitness app that encourages users to exercise regularly can offer badges or points for each workout completed. These tap into the user’s internal motivation to stay healthy and fit, leading to long-term behaviour change. Extrinsic rewards can also be effective in motivating behaviour change, but in most cases it is short-term. They can lead to a decrease in motivation once the reward is no longer available. To mitigate this, gamification designers can reduce the frequency of extrinsic rewards gradually.

Another key element of gamification is feedback. Feedback provides users with information about their performance and progress. This motivates to continue engaging with the task or behaviour. Feedback can take many forms, such as progress bars, notifications, or status updates. Personalizing it can also be a great option, like providing users with specific feedback based on their individual performance. Progress tracking is also an important aspect of feedback. By tracking progress, users can see their accomplishments and feel a sense of satisfaction and motivation to continue. Progress tracking can also provide users with a sense of control, this shows them how their actions and behaviour are contributing to their goals.

Gamification can also leverage social influence and competition to motivate behaviour change. Social influence refers to the impact that others have on one’s behaviour and attitudes. By incorporating social elements into gamification, designers can tap into this to motivate users. For example, a fitness app that allows users to connect with friends and share their progress can increase motivation and adherence to exercise. Leaderboards and other forms of competition can also be effective in motivating behaviour change.

Gamification can motivate behaviour change by setting challenges and goals. By setting clear and attainable goals, users can feel a sense of direction and purpose. This also motivates them to continue engaging with the task or behaviour. Challenges can also be effective in motivating behaviour change. By setting challenging but achievable tasks, users can feel the motivation to continue engaging.

One example of gamification’s effectiveness in behaviour change is the Duolingo app. Duolingo is a language-learning app that uses gamification to keep users engaged in learning a new language. The app provides a sense of progress through progress bars and rewards, such as points and badges. It also leverages social influence by allowing users to connect with friends and see their progress. This social element creates a sense of competition and social pressure to perform better.

A gamification is a powerful tool for guiding behaviour toward a more desirable goal. By providing clear goals, feedback, progress tracking, and social influence, with a fun and engaging experience, gamification can increase loyalty, and engagement in a significant way.