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Our Blog
Oct 18
2016

Curious Cases of Gamification

By zealousys
Sawubona SA!

In this post, we will cover some stories about Gamification across Africa and how it can be used to address problems in an interactive fashion. Let’s start by a few FAQs about Gamification.

What is Gamification?

Gamification is the application of game-like mechanics in a non-game like environment.

What are its applications?

The applications of Gamification are countless. From training farmers about good agricultural practices to spread awareness about retail banking services among rural masses, its applications can be broadly grouped in the following areas:-

  1. User Engagement
  2. Organizational Productivity
  3. Workflow Improvement
  4. Education
  5. Crowdsourcing
  6. Ease of Use and System Usability
  7. Fitness Tracking

and other innumerable things not listed here.

Is Gamification a new concept?

No! Absolutely not.

sh-stamp-book

The first instance of Gamification can be traced back to 1896 (US) when Sperry and Hutchinson better known as ‘S&H green stamps’, started selling stamps to merchants, who in turn passed it for free to the consumers with every purchase. The consumers then used the collected stamps to get rebates and discounts at the S&H redemption centers.

In other words, world’s first loyalty program was born.

Gamification across Africa

Farm Defenders

A farm simulation game where the user runs a farm and deals with variables such as soil type, weather, and natural challenges.

farmdefenders-1

farmdefenders-2

Purpose:

-Gamify economic development in Africa by realistically simulating local conditions

-Provide a training platform for people aspiring for a career in economic development

-Generate insights to increase the profitability of small agricultural enterprises

-Spread awareness among farmers about the right agricultural practices

Absa Bank, South Africa

The bank faced a repeated weekend and month-end crunch when the low-income customers used to flood their banking halls.

Reasons:-

-Low-income customers perceived it expensive to manage their bank account

-Frequent travel for even simple account inquiries

-Only 50% low-income customers had registered for mobile banking.

-The usage among the registered ones was 20%

mobile-banking-absa

 

What Absa did?

Gamification in Action.

Absa conceptualized a mobile quiz game using the Simple Messaging Service (SMS).

The game had 2 parts:-

Part 1 =>Q&As about checking account balances with an airtime prize

Part 2 =>Participants were asked to put the knowledge received in action e.g. Call to action for mobile banking

Incentive =>  Entry into a draw with large cash prize

Result

Increased awareness about mobile banking among low-income customers

Sidekick Cycle

sidekick-cycle

An App by Global Gaming Initiative, Sidekick Cycle is a downhill racing game where players ride a bike on a progressively difficult terrain.

Objective:-

Make gaming purposeful. Bring a purpose to entertainment.

How does it help?

-Half the proceeds go to World Bicycle Relief

-For every 387 games sold, a bike is given to a disadvantaged child

-Users can track the no. of bikes distributed so far via the game app

Discovery Vitality

discovery-health-insurance

Run by South African health Insurer Discovery Health, the Vitality program enables its members to earn vitality points by:-

-Engaging in activities relevant to risk profile

-Tracking Gym Visits

-Providing rewards in form of discounts on health products, gym subscriptions, air fares and travel

-Enabling members to share and compete on their respective vitality points

vitality-app-screenshot

 

The Takeaway

Gamification, if done right can lead to marvelous results. It is more than a concept. It is an approach to problem solving.

gamepad-oscilating-73308

If you wish to implement a gamification strategy for your business, connect with us at Info@zealousys.com

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