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American Business Embraces 'Gamification'

Posted by Soulskill on from the level-up-your-reward-points dept.

Hugh Pickens writes "JP Mangalindan writes that for years psychologists have studied what makes video games so engrossing — why do players spend hours accruing virtual points working towards intangible rewards and what characteristics make some games more addictive than others? Now, companies are realizing that 'gamification' — using the same mechanics that hook gamers — is an effective way to generate business. For example, when Nike released Nike + in 2008, it 'gamified' exercise. 'Place the pedometer in a pair of (Nike) sneaks and it monitors distance, pace and calories burned, transmitting that data to the user's iPod. The Nike software loaded on the iPod will then "reward" users if they reach a milestone,' writes Mangalindan. 'If a runner beats his 5-mile distance record, an audio clip from Tour de France cycling champ Lance Armstrong congratulates him.' In addition, users can upload their information, discuss achievements online with other users, and challenge them to distance or speed competitions. The result: to date, Nike has moved well over 1.3 million Nike + units."

9 of 109 comments (clear)

  1. Achievements... by Jedi+Alec · · Score: 1, Insightful

    Am I only the one who doesn't need a pat on the back every 5 minutes in order to enjoy something or derive satisfaction from it?

    "Congratulations! You survived a bird looking at you! Achievement unlocked, 10 points!"

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    People replying to my sig annoy me. That's why I change it all the time.
    1. Re:Achievements... by Anonymous Coward · · Score: 1, Insightful

      It's not a matter of needing the pat on the back, it's a matter of the pat on the back being better than not getting the pat on the back.

    2. Re:Achievements... by clifyt · · Score: 5, Insightful

      "Am I only the one who doesn't need a pat on the back every 5 minutes in order to enjoy something or derive satisfaction from it?"

      No, while the vast majority of individuals out there enjoy praise as a motivator, a subset enjoy snark and haughty comments to provide their motivation.

      Then again, some us prefer both.

    3. Re:Achievements... by Jedi+Alec · · Score: 2, Insightful

      While I agree that a pat on the back can be good, doesn't getting one every 5 minutes for even the most mundane of tasks diminish the praise received for something that is actually worthy of being called an accomplishment?

      In a typical game these days you earn about a quarter of the achievements available for getting through the tutorial without uninstalling.

      --

      People replying to my sig annoy me. That's why I change it all the time.
    4. Re:Achievements... by gmhowell · · Score: 3, Insightful

      Considering how lame some games are, that IS a major achievement.

      There exists tons of research on reward systems, how large they should be, how often they should be doled out, etc. Whether psychology or HR, the info is out there. Yours is a valid concern, but it is a question that has been answered in various contexts already.

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      Jesus was all right but his disciples were thick and ordinary. -John Lennon
    5. Re:Achievements... by zippthorne · · Score: 3, Insightful

      Actually, he might be representative of "every person who plays wow." Right down to the strained justification of the particular achievement he works toward and disparagement of the other achievements and by extension the character of the players seeking them.

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      Can you be Even More Awesome?!
    6. Re:Achievements... by Anonymous Coward · · Score: 1, Insightful

      Says the person who just unlocked the First Post achievement?

      Sorry, AC, but First Post is not a recognized Slashdot Achievement, and we're all grateful.

      I'd mod the fucker up, though, because actually being insightful and getting First Post should count for something.

    7. Re:Achievements... by dintech · · Score: 4, Insightful

      Am I only the one who doesn't need a pat on the back every 5 minutes in order to enjoy something or derive satisfaction from it?

      Be honest, you've been checking back every five minutes to see if your post is +5 Insightful yet...

  2. Gamify Wall Street trading... by garyisabusyguy · · Score: 3, Insightful

    then they can run around stealing gold instead of whatever it is they do now to fleece the public

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    Wherever You Go, There You Are