From Game Design Elements To Gamefulness Defining Gamification
Gamification has become a buzzword in recent years. It is the use of game design elements in non-game contexts to increase user engagement, motivation and loyalty. In Indonesia, gamification has been used in various fields such as education, marketing, health, and customer service. This article will explore the origins of gamification, its principles, and examples of gamification in Indonesia.
Origins of Gamification
Gamification has its roots in game design, psychology and behaviorism. In the 1960s, B.F. Skinner, a behaviorist psychologist, came up with the concept of operant conditioning, which involves shaping behavior through rewards and punishments. This idea was applied to video games in the 1970s, where players were rewarded with points, badges, and levels for achieving certain goals.
In the 2000s, game designer Jane McGonigal popularized the idea of gamification in her book "Reality is Broken", where she argued that games have the power to solve real-world problems by harnessing the collective intelligence and motivation of players. This idea was further popularized by the success of social media and mobile games, which have millions of active users.
Principles of Gamification
Gamification is based on several principles of game design, such as:
- Goals and objectives: Games have clear goals and objectives that players can achieve.
- Rewards and feedback: Games provide immediate feedback and rewards for achieving goals.
- Challenge and progression: Games provide challenges that become progressively harder as players advance.
- Social interaction: Games allow players to interact with other players and compete or collaborate.
- Fun and engagement: Games are designed to be fun and engaging, with appealing graphics and sound effects.
These principles can be applied to non-game contexts to increase user engagement, motivation, and loyalty.
Examples of Gamification in Indonesia
Gamification has been used in various fields in Indonesia, such as:
Education
Several Indonesian startups have developed gamified e-learning platforms, such as Ruangguru, Zenius, and Quipper. These platforms use game elements such as points, badges, and levels to motivate students to learn and track their progress.
Marketing
Several Indonesian companies have used gamification to promote their products and services, such as Coca-Cola's Happiness Machine, which rewarded customers with free drinks for performing certain tasks, and Telkomsel's BIMA+, which gave customers points for using its mobile app that could be exchanged for prizes.
Health
Several Indonesian startups have developed gamified health and fitness apps, such as Halodoc, Fitmeals, and Adidas Runtastic. These apps use game elements such as challenges, rewards, and social interaction to motivate users to exercise and track their health goals.
Customer Service
Several Indonesian companies have used gamification to improve their customer service, such as AirAsia's Big Loyalty program, which rewards customers with points and discounts for using its services, and Gojek's GoPoints program, which rewards customers with points for using its ride-hailing and delivery services that can be exchanged for rewards.
Conclusion
Gamification has become a popular trend in Indonesia, with many companies and startups using game design elements to increase user engagement, motivation and loyalty. By applying the principles of game design to non-game contexts, gamification can be a powerful tool for solving real-world problems and improving user experience. As gamification continues to evolve, it will be interesting to see how it is applied in new and innovative ways in Indonesia and beyond.
