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device in their pocket, which means they Crafters Guild and Managing Director of An example of gamification used
can quickly and easily download games,” Passion4Development, a company that effectively as a short-term marketing
says Jason Ried, Managing Director works in the gamification space – is that strategy – but lacking sustainability –
of George-based Fuzzy Logic. The there is limited awareness of the full is Coke Zero’s 007 campaign, which
company is an augmented reality, potential of gaming as a marketing tool challenged and filmed consumers
apps and games developer. in this country. The prevailing perception overcoming their own ‘007 missions’ at
among marketers and their agencies is the Central Railway Station in Antwerp,
Playing games has long been a that gamification centres only on product Belgium to win tickets to the Bond film,
popular way to unwind, combat stress launches which are fun and innovative, Skyfall. The viral effect of the video
and keep your brain active. The benefit of but that it doesn’t facilitate effective long- was impressive, with 7,1-million views
technology is that it has vastly increased term marketing strategies. achieved on YouTube. But, observes Van
people’s choice and access to games. den Berg, the strategy lacked momentum
Moreover, most games are free and are ? and fizzled out after two days.
frequently interesting and fun. More social media
usage encourages “Two of the best examples of more
The best ones reward gamers’ efforts more gamification progressive, sustainable gamification are
and offer varying levels of play that The Speed Camera Lottery of The Fun
keep people engaged and motivated This, says Van den Berg, undermines Theory (which challenges motorists to
for long periods of time. Gamification what gamification can do, which stay within the speed limit and rewards
also satisfies the increasing yen among includes “achieving sustained them with money amassed by fining
consumers – particularly Millennials behaviour change through feedback, others who exceed it) and GeoCaching
– for new experiences rather than friends and fun”. (an Internet and GPS-based treasure
consuming products and services. hunt that inspires physical activity
He believes gamification is seen and travel),” he says. “They are hugely
WHAT’S HOLDING SA BACK? by many as a short term, ‘in and out’ powerful and, importantly, engaging and
But, while the concept of gamification concept. “As such, many miss out on sustainable in the long term.”
is pervasive and many companies and the technique’s potential as a longer-
their agencies have begun dabbling in term process that needs to follow what Fuzzy Logic’s Ried agrees that
the technique as an alternative to other we call the ‘psychology of flow’ – where gamification is most effective when
forms of consumer engagement, only the measure of success involves applied as a process, rather than
a few South African marketers seem increased and sustained engagement as a short, tactical campaign.
to have implemented effective game- to change behaviour.”
focused campaigns thus far. “Creating a gamified system is about
designing and implementing game loops,
One of the problems, says Darryn which cater for short-term interaction,
van den Berg – founder of the medium-term achievements and longer
Johannesburg-based Gamification term engagement,” he says. “Within >>
?
Jason Ried of Fuzzy Logic … Gamers
must be continually engaged in
order to modify their behaviour
October 2016 – January 2017 strategicmarketing 47
