The ugly and semi-worthless QR code,
The basic and efficient text,
The untested but cool Augmented Reality innovation,
Near Field Communication (amazing when you Google NFC and the National Football Conference is five rankings from the top – oh those mobile geeks are so smart…),
Apps, unless they are utilities, then don’t even go there,
The tried and true WAP “landing page” ,
Dial **, innovative and picking up steam,
Or, anything else that has been shoved down your brands face.
The “Game” begins with the psychology of the user and a virtual contract.
The Psychology of the User
The user wants something in return. The user wants to be rewarded or feel like they are valuable. For too long Apple, Google, Facebook and others have used the customer’s information and made a killing off of them. The master’s of the web have pre-sold the users information and the users have reluctantly had to deal with it. Right now, users have lost the battle by succumbing to the tortuous rabbit hole of relentless untargeted ads push upon them wherever they go on the mobile web.
They have been siphoned off to the web giants who have pre-sold their data to marketers who then market crap back to them. The users data, location, surfing habits, videos views, the time the user wakes the phone up, the time the users battery goes down, etc. has been pre-sold over and over again. As the user moves from one mobile page or app to next they’ve been pawned off for virtually nothing.
The Virtual Contract
The “game” is changing as mobile becomes the only player in town. The user will take back their “brand” and look at their data as a valuable asset. The “user” has information that companies will pay dearly for. The best part is that each user will have a different price – a different tipping point where they will hand over that valuable phone number in order to gain the reward or premium.
And the payments? They should be in offers or premiums, invitations and premieres, even cash!
So the mobile game is pretty easy. If you have the right content, the right reward, the right premium, then the user will give up their value in return – in essence, they’ll contract with the brand and each will give and get proportionally.
Brands needs to stop tyring to trick them into some convoluted mobile tactic that takes more steps then a simple text. Stop trying to fix a problem that doesn’t exist with stunts that act like big clouds with no rain and focus on the content and contract you have with the user.
Why Gamify? Because people deploy game mechanics in non-game based applications every day. We have ringtones to achieve status, we use our American Express Cards to level up for “cool things”, and we become members of the million mile clubs just to use the lounges. Our lives utilize ‘gamification’ mechanics every day, and this has been true since the dawn of mankind. Why Gamify? intends to break down non-traditional applications and introduce leaders in these fields to comment on what has worked, what hasn’t worked, and their best guess for the future of ‘gamification’ in their fields. Why Gamify? intends to bring together their insight on how ‘gamification’ and new technology will impact the way the average individual, teacher, business leader, entertainer, athlete, student and beyond thinks about ‘gamification’ in their lives.