what is gamification and its impact on real-world issues

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Gamification and its impact on real-world issues
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In 2019, GPay launched a StampsWaliDiwali campaig
n where 67 million users tried to collect all 5
Diwali stamps and win ?251 cash reward. Last
year, eCommerce startup Pinduoduo reached 868
million active buyers to overtake Alibaba as
the 1 eCommerce platform in China. Starbucks
has a gamified loyalty program in its App that
generates 50 of the companys revenue (roughly
8 billion). There are many such examples of
companies using Gamification for customer
engagement and growth. However, one question
that a lot of people keep asking me - Can
Gamification be used to solve real-world
problems? Here are 4 examples for all of them to
understand how Gamification has contributed
towards a better future.
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Gamification to help children fight cancer
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4 lacs children suffer from cancer every
year. To diagnose them better, doctors ask them
to maintain a journal and measure their pain
levels. The problem is - Cancer is a very lonely
affair for a child. They are often extremely
exhausted after chemotherapy and the last thing
they want to do is update a journal. Dr.
Jennifer Stinson from SickKids Hospital in Canada
found the perfect solution. She developed an App
called Pain Squad. Pain Squad is a murder
mystery game that turns cancer patients into
detectives. As the name suggests, the biggest
villain in the game is Pain. Cancer patients
aged 8-18 fill out a pain report that helps the
squad solve a murder mystery. The more reports
kids submit, the more they are rewarded with
higher ranks as a detective.
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The App hired actors to record motivational
messages when they reached a new milestone.
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Result? Kids no longer saw themselves as victims
but heroes in the fight against cancer. In the
old journal method, 11 of kids were maintaining
a journal. With Pain Squad, 90 of the kids were
actively reporting pain. The data helps doctors
tell the difference between acute changes in
pain and ongoing pain, so they can be on the
lookout for problems and provide the best
treatment. It was a massive success in Canada
has moved to other hospitals to help more kids.
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Gamification to save lives
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In 2010, a man named Kevin Richardson won the Fun
Theory Award by Volkswagen for designing the
concept of Speed Camera Lottery. His idea was
simple - Make road-safety fun. Stockholm, Sweden
implemented this idea since it faced
over-speeding issues, like any other city. When
a car passed by, traffic cameras snapped a photo
of it and measured its speed. If someone was
driving over the speed limit, a fine was
imposed. Drivers under the speed limit were added
to a virtual leaderboard. The most obedient
drivers were rewarded with concert and movie
tickets.
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Heres the most interesting part - Fines
collected from over-speeding drivers helped to
pay for these rewards. In the test run, 24,857 ca
rs passed by the cameras, and the average speed li
mit was reduced from 32 km/h to 25
km/h. Rewarding good behaviour worked better
than punishing bad behaviour.
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Gamification to save energy
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The connection between saving energy and saving
lives isn't as obvious, but climate disasters
are a growing threat. On average, 115 people
have lost their lives and 200 million worth of
property was damaged worldwide for the past 50
years in weather-related disasters, like floods
and hurricanes. Gamification can't change the
weather, but it can nudge us in the right
direction by helping us reduce energy
consumption and slow climate change. Opower adds
a bit of fun and competition to the problem by
- Providing households with data on how much
energy they are consuming How they match with
their neighbors, and If they are close to any new
milestone
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IWhen families make efforts to reduce their energy
usage, Opower rewards them with points and
badges. Opower had a massive contribution in
energy saving. In 2012, people consumed 2 less
energy on average. This is equal to 1 Terawatt
of energy saving in the world. 120 million saved
in utility bill. Keeping 100,000 cars off the
road over a one-year period.
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Gamification to fight depression
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450 million people currently suffer from mental
health issues. And 67 of them never seek help
from a professional. Self care is
difficult. There are tons of wellness Apps
designed to nudge people toward healthy habits,
but they aren't very effective. Only 3 of users
with depression actually stick with such apps and
get the benefits of a new routine. However,
people with severe depression enjoy playing games
as much as everyone else. So, what if you could
get addicted to healthy habits by playing a video
game? Craig Ferguson and his team from MIT Media
Lab developed a mobile game called Guardians
Unite the Realms. Its similar to Clash of Clans.
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In Clash of Clans, users make numerous in-app
purchases to level up their characters. These
in-app purchases are huge. Clash of Clans users
made purchases worth 7 billion in the last 7
years. Ferguson takes a slightly new approach. In
stead of making the users spend money on
microtransactions, the game urges them to perform
healthy real-life activities. For example,
players could level up by - Watching an online
class Taking a walk in nature Knocking things
off to-do list The purpose of the Game is to
engage players in their own well-being.
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Conclusion
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Gamification can be a really powerful tool. Its
about tapping into the intrinsic motivation of
the people. The challenge however is that most
people look at it just in terms of badges,
points, leaderboard.
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