Not only can gamification be applied broadly, it’s remarkably effective when done correctly. A 2014 literature review by Hamari and colleagues concluded that gamification provides positive outcomes, though it stressed the importance of context.
Gameplay elements alone don’t automatically deliver results; they must be incorporated carefully into an initiative from its inception.2 Game designers have mastered the art of providing the perfect mix of challenge and reward. They rely on game mechanics, a set of basic actions, processes, and control mechanisms that make gameplay challenging, rewarding, fun, and satisfying.
Game mechanics are at the core of how designers create an experience that hooks users into a digital experience. These very same mechanics can help marketers draw customers in, keep them engaged, and motivate them to take their medications as prescribed.
As this playbook’s co-author Gabe Zichermann has said before:
“Gamification can make the process of adherence more fun and enjoyable because even in the landscape of multiple things competing for people’s attention, we can use gamification to make taking your medicine more pleasurable.”