USEOF GAMIFICATION TO ACHIEVE REAL-WORLD GOALS AUTHORS ARUN KANADESYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT(SIBM)SYMBIOSIS INTERNATIONAL [email protected]+91 7385555683 SAURABH DHARKARSYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT(SIBM)SYMBIOSIS INTERNATIONAL [email protected]+91 7843029750  KEYWORDS: Gamification,Engagement, Business Goal.

         INTRODUCTIONDigitalRevolution is the move from mechanical and simple electronicinnovation to advanced software & hardware which started from the late1950s with the appropriation and multiplication of computerized PCs andcomputerized record keeping. Digital world alludes to the far reachingdevelopments achieved by advanced figuring and correspondence innovation amidthe latter half of 20th century. Gamification is theapplication of game-design elements and diversion standards in non-gamecontexts. A gathering of research on gamification demonstrates that it haspositive effects on individuals.

Gamification is the use of game elements andgame thinking in non-game environments to increase target behavior andengagement.              The market growthof gamification is expected to reach 5,500 billion in 2018. The biggest marketis expected to be the North America, followed by Europe. According to TalentLMSsurvey, almost 80% of the learners say that they would be more productive iftheir university/institution or work was more game-like.FACTSFROM TALENTLMS SURVEY:FavoriteGamification Techniques-1.      Progressingto different levels2.

      Scores3.      Avatars4.      VirtualCurrenciesLessFavorite Gamification Techniques- 1.      Competitionwith friends2.      VirtualGifts3.      BeingPart of a narrative 4.      Realtime performance feedback and activity feeds  Theincreasing popularity of games and the use of it in a business context isn’t atall surprising. It’s been long since video games were only played by kids.

Formany adults, gaming is an important leisure activity. The global games markethas grown to an astonishing 70 billion USD where console games still make upthe biggest part of the games market (43%). ABOUT GAMIFICATIONApplyingthe mechanics of gaming to non-game activities to change people’s behavior. Gamificationis an important and powerful new strategy for influencing and motivating groupsof people. The business community just started to realize the power it has toimprove cus­tomer engagement, build loyalty, and incent employees and partnersto perform at high levels. And the concept has the potential to solve a varietyof problems outside the business world as well, in areas such as:•Health & Wellness: healthcare cost containment, obesity programs,smoking cessation.•Education & Training: e-learning, corporate and vocational training,online testing.•Public Policy & Government: education reform, climate change,welfare reform.

 PARTICIPATION AND ENGAGEMENTTheobjective of gamification is to draw in individuals to take an interest them to participate, share and interact in some activity or community byoffering a compelling, dynamic, and sustained gamification experience which canbe utilized to accomplish a variety of business goals.GAME MECHANICS & GAME DYNAMICSGamemechanics are the different activities, practices, and control components thatare utilized to ‘gamify’ an activity. Game dynamics are the emergent behavior that arisesfrom gameplay, when the mechanics are put into use.   Game mechanics include Game dynamics include Points Reward Levels Status Challenges Achievement Virtual Goods Self-expression Leaderboards Competition Gifts & charity Altruism  USE OF GAME DYNAMICS & GAMEMECHANICS TO INFLUENCE BEHAVIOR:CHALLENGES,TROPHIES, BADGES AND ACHIEVEMENTS-         Challengesgive individuals missions to finish and after that reward them for doing so.Challenges give individuals objectives and the having a feeling that they’removing in the direction of something. The general approach is to designchallenges in view of activities that you’re following, and reward your clientsfor achieving turning points with trophies, badges and accomplishments.Trophies, badges, ribbons, etc.

are the visible recognition of having reachednew levels or completed challenges. One of the keys to making levels anddifficulties viable is giving a discussion to them to flaunt theiraccomplishments, like a trophy case or client profile page that shows theirbadges.LEADERBOARDS-  Mostof the successful games ever created have wisely implemented a “high-scoretable”. They bring yearning, “notoriety,” and your name in lights. Theyalso indicate individuals ranking as compared with other competitors. COMPETITIONS-     Rivalriesempower your clients to move each other to get the high score at some action.Once everybody has done the action, the client with the most elevated score winsa reward while every one of the failures get a consolation award.

  REWARDS-   Humanbeings are motivated by receiving rewards. A reward, substantial or elusive, isexhibited after the event of an activity with the aim to make the conducthappen once more. Getting virtual merchandise, leveling up, and completingachievements also satisfy this desire.STATUS-            Peoplegenerally have a need for the esteem and respect of others, for status,recognition, fame, prestige, popularity and attention.         ACHIEVEMENT-     Afew people are motivated by a need to accomplish, to fulfill somethingtroublesome through delayed and rehashed endeavors, to work towards objectives,and to win.

The most satisfying reward is the recognition of their achieve­ments.SELF-EXPRESSION-           Manyindividuals want and need opportunities to express their self-rule andcreativity, to stamp themselves as having interesting identities from everyonearound them. Utilizing virtual products is a typical path for players to maketheir own particular personality, regardless of whether they are earned throughprizes, received as gifts, or purchased straightforwardly with genuine money. Apersons avatar can frequently fill in as a rich point of convergence forexpression, and a few people update their Facebook profile picture more thanonce a day.COMPETITION-       Peoplecan also be motivated by competition. It has been demonstrated that higherlevels of performance can be achieved when a competitive environment is set upand the winner is rewarded. USER ENGAGEMENT ONYOUTUBEYouTubeis an American video sharing website, the service was created by Chad Hurley, Steve Chen, and Jawed Karim in February 2005.

 Google bought thesite in November 2006 for US$1.65 billion, YouTube now operates as one ofGoogle’s subsidiaries. YouTube offers a wide variety of user generated and corporatemedia videos. YouTube allows its users to view, upload, rate, share, add tofavorites, report and comment and subscribe to other users. It offers a richcollection of videos. The content available is TV shows, media clips, musicvideos, user created videos and many more. Registered users have access to allcontent and properties whereas unregistered visitors can only view the videocontent. Registeredusers can upload videos and share it on various social media platforms.

When a registereduser uploads a video, other users are free to view it. Users can view toparticular video as well as can subscribe the creator-channel. Through thisstudy we will look into how gamification is used as a tool by YouTube leadingto user engagement and revenue generation.YouTubehas various rewards based on subscription count 1.

      THESILVER PLAY BUTTON2.      THEGOLD PLAY BUTTON3.      THEDIAMOND PLAY BUTTON Whena particular creator-channel surpasses 100,000 subscribers that creator isrewarded with ‘The Silver Play Button’. This reward is a flat trophy in a metalcasing with a YouTube play button symbol. Trophies are of different sizes andeventually gets bigger with the number of subscribers. When a particularcreator-channel surpasses 1,000,000 subscribers then they are rewarded with’The Gold Play Button’. Similarly, when a particular creator-channel surpasses10,000,000 subscribers then they are rewarded with ‘The Diamond Play Button’. Thistiers of trophies are dependent on the subscriptions the particular channelhas.

Thisactivity of gamification creates interest among users to achieve the upper levelawards. Users are encouraged to generate more videos and are attracted toachieve more rewards. This is the gamification tool used by YouTube to attractmore registered users and developing more video content. YouTubeearns revenue from Google AdSense, a software which tracks ads according tosite content and visitors.

YouTube makes money through sponsoredadvertisements. Advertisements are played before videos as well as in-betweenvideos such that the revenues are generated according to the advertise viewersand clicks. Whenever any user views any video, several ads appear on screen,clicking to it generates revenues. This is how YouTube generates revenues andbusiness development. Part of the revenues are paid to video creator and restis for YouTube. For registered users it’s an engagement to create content andupload on YouTube whereas for YouTube it’s a business to keep users viewingvarious videos.

This is how gamification keep engaging users on website and asa tool helps in business development.   

x

Hi!
I'm Erica!

Would you like to get a custom essay? How about receiving a customized one?

Check it out