Rajat Paharia’s (2013) chapter four of How to Revolutionize Customer and Employee Engagement with BIG DATA and GAMIFICATION Loyalty 3.0 introduces “The Engine of Loyalty 3.0” (Paharia, p.65) Gamification. Paharia describes the five attributes of gamification as “Measure and motivate, recognition and rewards, Loyalty, Reputation, Guiding and amplifying high-value activity” (Paharia, p.65) all of which utilize intrinsic motivators.
Paharia states that there is a “Difference between Games and Gamification” (Paharia, 2023, p.68). Gamification is adding game-like features to products and services to keep customers wanting more, not just making a game to go along with your business. Paharia brings up the five intrinsic motivators “Autonomy: I control., Mastery: I improve., Purpose: I make a difference., Progress: I achieve., Social interaction: I connect with others” (Paharia, p.69 – p.70) each of which have been utilized, in some form, within classic games. Promoting each of these aspects in marketing is what creates gamification. Adding these pieces of gamification is what can spur great success with advertising, in conjunction with big data. Paharia goes on to state the ten key mechanics of gamification Fast feedback, Transparency, Goals, Badges, Leveling up, Onboarding, Competition, Collaboration, Community, and Points. First Fast feedback is described with the intrinsic motivators of mastery and progress. Paharia states that in video games users are given instantaneous feedback for their actions, which is what keeps players intrigued and committed to the game. Transparency promotes both progress and social interaction. Paharia explains that video games are a “statistical heaven” (Paharia, p.74) as users and makers can view progression and use it as a social badge to show towards others. Goals utilize purpose, progress, and social interaction. Paharia states that a goal will have 5 key parts, a description of the goal, an indication of progress, a reward, a time limit, and awareness of others’ progression. Paharia emphasizes the importance of personalization for goals as it keeps relevance and importance clear for consumers. Badges are motivated by mastery, progress, purpose, and social interaction. Whether they are physical or virtual consumers love being awarded for their efforts. Paharia states that consumers love being able to show others their reward even more. Badges can be used in various ways which Paharia explains four, desires and collections, the ability to showcase favorite badges, showing badges without knowledge of attainment, and creating mystery badges for consumers to find. Leveling up taps into mastery, progress, purpose, and social interaction. Paharia explains that leveling up makes these games into easy bite-sized pieces so that consumers can easily lose how much they have consumed. These levels are what separates propriety and exclusivity from the dedicated users and new users. Each of these mechanics ensures intrigue from consumers and are utilized by the most popular games in the modern day.
“Whatever you do, work heartily, as for the Lord and not for men, knowing that from the Lord you will receive the inheritance as your reward.” (English Standard Bible, 2001/2016, Colossians 3:23-24). While utilizing and participating in various forms of games and gamification it is important to realize that our ultimate goal is to serve the Lord, in everything we do. Knowing the difference between showcasing achievement or looking toward others in admiration and idolatry is very important for Christians. The world desperately wants us to only focus on our own wants and desires no matter the cost, but this will only end in a finite worldly reward.
References
English Standard Bible. (2016). Literal Word. https://esv.literalword.com/ (Original work published 2001)
Paharia, R. (2013). Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification. McGraw Hill Professional.
—–Next part is not to be graded—–
Kat’s Soliloquy Section
This won’t be long as I girl bossed a little too close to the sun. I also will be adding a soliloquy section to my previous blog post, chapter 3, I unfortunately was just so sick after an allergic reaction I barely was able to write the post. (I have a latex allergy and attended an event with balloons) This knocked me out with the worst migraine I’ve ever had, for 3 days straight- I may have been in class, but I was not present. I did go the student health center and they were kind and gave me medicine that helped, but ya girl was basically operating with a concussion.
Anyways actual relevant content, I love game making and game design so talking about gamification principles is really exciting. This has been a passion of mine since I was young. It’s such an interesting form of storytelling and community, which has spread across the world. While Parharia takes the principles and showcases their usefulness within marketing, I feel that not enough credit is given to these developers who started popularizing these methods. While definitely not new, in any sense, the way in which these attributes of gamification Paharia describes are exactly what is utilized within the modern-day gaming community. Developers have gotten people not just to spend their time, but investing money and interest in these ultimately “worthless” pursuits. Which, no offense, is exactly what we want to happen when we are pursing Loyalty 3.0 or just and type of reward/loyalty program with brands.
Also to my dear grader, I understand this could be a part of my assignment but I have used all my mental energy trying to write the actual summary I cannot bring myself to make sure I use proper grammar when writing my already scattered personal thoughts, though I wish I thought in APA my life would have many less headaches. However I do enjoy putting my thoughts to paper (or I guess screen) as it allows me to flesh them out better for class discussion and further my personal understanding of these topics.