Proceeding with the previous reflection (read here), in which we approached the fantastic world of games and how brands are dealing with this universe of new possibilities, now our gaze turns to the engaging mechanics of games, known as gamification. They represent valuable opportunities for brands and agencies to create new experiences in research, innovation and design processes and methodologies.
We can define games as something we do to entertain ourselves, with a clear goal, and challenges along the way that affect our performance. That is, when we talk about gamification, we are approaching these three key elements: pleasure, objective and interactivity. What is behind these elements and why are all spheres of society trying to apply them in different ways?
The principles behind gamification have always existed, so why is this phenomenon now gaining ground? For Vicente Martin Mastrocola, assistant teacher at ESPM where he teaches digital platforms, Game Essentials and Game Design, “companies have begun to understand the motivational techniques used by video game designers and apply them in other contexts. These techniques include goal design, badge recognition, team collaboration, stimulation of competition via rankings and points accumulation.”
Just as with the porn industry in the 80s, the game industry in times of pandemic seems to be the driving force for the implementation of emerging technologies such as augmented reality, virtual reality and mixed reality, accelerating their use outside of it. There are plenty of examples: The New Yorker magazine has just released its first animated film in virtual reality; the 2021 edition of the SXSW festival was all online and interactive; Folha de São Paulo newspaper conducted a survey on the impact of the pandemic in an immersive game format; The Black Mirror series produced an interactive episode with multiple endings.
For brands and agencies, we see some opportunities to apply these experiences in processes and methodologies, and in how to interact with the public. For Carina Benitez, designer at CBA B+G, bringing this kind of dynamic to the corporate context makes the contact between all participants more enjoyable. “When we gamify the process, people instinctively want to participate more. This way, something super-ordinary and mundane in their routine ends up gaining a new look.”
Video games and immersive technology possibilities promise to revolutionize the way we consume and interact with brands. However, it is important to keep in mind that we are also experiencing a technological fatigue: excess screens, confinement and social distancing can lead people to seek a reconnection through physical contact. That’s why we bet that, in the future, brands should invest in gamer culture beyond pure digital, with playful experiences that mix digital and real, such as augmented reality. Our Branding for the future playbook and our article on empathy are good reading tips for those who want to delve into the importance of brands’ online presence and use of hybrid features.
Contact us if you want to chat about the challenges and opportunities for your brand. And if this topic inspires you, and you are or know business professionals, strategists and designers who are interested in being part of our team, write to firstname.lastname@example.org telling us about your expectations, goals and history. We are always in search of talent!
This article had the contribution of: Carmen Beer, Ana Cerqueira, Giuliana Sanchez, Thaísa Miyahara, Ana Paula Moreno, Fabiele Nunes, Carina Benitez, Fabiano Naspolini, Vicente Martin Mastrocola, Josy Lamenza, Daniela Irrazabal, Rosario Maglione, Renato Storni and Luis Bartolomei.