THE SCIENCE BEHIND VOCO

WHAT IS GAMIFCATION?

Gamification is the integration of game thinking and game mechanics into non-game experiences to motivate increased levels of engagement.

Gamification is being applied to many different processes and tasks to enhance the enjoyment of the people involved in doing them. Enjoyment is created by making tasks more engaging, fun and interesting to complete, which in turn increases people’s motivation to complete them.

At 3radical we mix the best of gamification with the tried and trusted techniques powering loyalty schemes to create interactive experiences that both intrinsically and extrinsically motivate audiences to act.

Unlike traditional loyalty schemes, we look to reward more than just purchase. Instead, we see every interaction between your brand and audience as a chance to initiate a value exchange for both parties.

Little Book Of Gamification

HOW DOES IT WORK?

With Voco you can present audiences with a simple three-step engagement cycle proven to boost response rates:

  1. Challenge – invite your audience to take up a challenge that is tailored to their interests and that encourages their participation
  2. Achieve – provide fast and frequent feedback on their progress and confirm completion of each challenge
  3. Reward – reward audiences with intrinsic and extrinsic rewards to recognise their accomplishment and encourage sharing with peers

This cycle delivers a value exchange between you and your audience that can be used to incentivise the completion of multiple activities – each interaction delivering a positive outcome for both parties. 

 

Customer success examples

WHY DOES IT WORK?

Gamification works today, as audiences are increasingly fatigued by traditional approaches to engagement and are looking for a more rewarding and enjoyable experience. Gamification creates intrinsic motivation, with individuals engaging for the inherent satisfaction of taking part. When intrinsically motivated, a person is moved to act for the fun or challenge entailed.

Extrinsic motivation, in contrast is reward-driven behaviour, where audiences are motivated to act order to receive a positive reward or avoid negative outcomes separate from the activity.

3radical believe that audience engagement can only be truly optimised when both approaches are combined.

“We have seen a 30% increase in daily active players.”

Kim Eaglestone, Manager Bingo, GVC Group

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