Companies should be very careful about how they gamify experiences
Save time by listening to our audio articles as you multitaskSuch cheating is pointless but not uncommon. Blog posts run through ways to trick a Fitbit into recording exercise, from strapping it to your children to swinging it on a piece of string. Strava is an app for runners and cyclists to record their times; becoming the fastest rider on a course segment is a lot easier if you use a motorbike.
Such features are powerful, even if their effects often fade over time. Just as gamification can lead some people to cheat, it can help others stay motivated in pursuit of a goal they find difficult to stick to. When Duolingo, a language-learning app, went public in 2021, its prospectus was clear about the importance of game-like features in keeping its users engaged.
One is the customer. The obvious dangers—badgering people with endless notifications about streaks, say, or demotivating them by showing how low down a leaderboard they sit—are not the only ones. Gamification can work with the grain of a product, or against it. Apps that are designed to encourage people to save money can happily use gamified features like totalisers and money jars to track progress: the technique fits the product snugly. But some activities really don’t need added “fun”.
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