Why gamification works
Gamification works because people love to play. We are all naturally inclined to compete and to want to resolve challenges that we encounter. Playing games is known to activate the brain’s pleasure circuits, and cause the release of dopamine, the neurotransmitter that is associated with recognising rewards. So not only do customers enjoy the experience, but their brains confirm that the experience is pleasurable.
Gamification works because it relies on our natural human compulsion to play, rather than trying to coerce people to engage with our content. Gamification makes brand experiences fun and compelling. Instead of resisting our content, customers are more likely to willingly choose to engage – and spend far longer with our content than they would otherwise.
Gamification is not about manipulating customers, it’s simply a way to motivate customers by giving them a positive experience.