Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Join 296,118 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Get answers to common questions about Trend Hunter.
Stay on the cutting-edge with the help of the Trend Hunter community.
Meet the team trusted by hundreds of leading businesses worldwide.
Find opportunities to accelerate your career with the #1 Trend Firm.
Catch up on noteworthy Trend Hunter news and media mentions.
Build a portfolio and put your trend-spotting abilities to the test.
Supercharge your marketing by partnering with Trend Hunter.
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 394,935 cutting edge ideas.

Gamification in Business: How Game Dynamics Affect Consumer Behavior

August 13th, 2012
Game dynamics have become the focus of many marketing activities, as more brands begin to understand the value of using gamification in business. At face value, gamification draws attention and engrosses people, helping brands heighten customer engagement. On a deeper level, gamification affects behavior: through engaging action, it elicits positive response -- especially when rewards and recognition are involved -- and increases an individual's desire to return for more, thereby creating long term interest in a brand, product or service. As the article 'The Principles of Gamification' by PlayGen states, "By attempting to alter and understand consumer reaction and behavior, a product can begin to reap the benefits of long term interest whilst simultaneously reaching a whole new audience."

In terms of behavior, gamification rests on emotion. The positive feelings associated with rewards, entertainment and having fun are what stoke consumers to continue playing, whether or not they realize they are even playing a game at all. At the same time, a gamified marketing strategy allows a brand to create interest in a product or service without having to use direct advertising, which is more likely to turn off today's consumers. However, brands must keep in mind that game dynamics in business means creating gameplay that appeals to audiences who typically do not play games online, via computer or on a gaming console. Therefore, gamification in business must be simple and possess an easy-to-understand reward system, but also provide enough entertainment and engagement value to encourage repeat participation.

What's more, the value of gamification is enhanced when a brand goes further to analyze their customers' gaming behavior, tailoring future promotions and creating more targeted incentives based on user preferences. Kris Duggan, the CEO of the global gamification company Badgeville, stated, “Smart gamification is fundamentally a data challenge, where the more information you are able to track on user behavior, the more powerful your program becomes at moving the behavior needle."

Trend Hunter has featured a vast assortment of examples showcasing gamification in business. These range from social media campaigns, such as Clif Bar's recent MojoGo campaign, which rewarded users for tweeting about their outdoor adventures, to crowdsource feedback platforms such as Krush, which helps brands determine what to produce based on feedback from customers, who are rewarded for their contribution. This latter example, in particular, offers evidence that gamification in business does not always have to be about explicit competition or achievement -- instead, offering an opinion and being given a "voice" may be enough to entice individuals. Other recent examples of game-based marketing strategies include Volkswagen's Street Quest campaign and the Google News badge system.

For more examples of gamification in business and marketing, visit the Trend Hunter PRO database, which includes trends like Manufactured Addiction and Participatory Advertising. More gamification examples and information on how gaming dynamics are changing business today can be found in Trend Hunter's Games Trend Report and Marketing Trend Report.