Gaming is a $60 billion a year industry that is only growing. The secret of its success, the fulfillment of fundamental desires for reward, status, achievement, self expression and competition. Gaming has been such an integral part of life in today’s world that people today have come to accept game mechanics as part of their lives. But can gaming strategy be used for non gaming purposes? Unequivocally YES.
‘Gamification’ employs game mechanics to persuade, engage and motivate people.
Its applications are widespread – as it can drive participation and engagement, from something as simple as watching a video or looking at a photograph, to making a purchase or taking a quiz. However, there are few examples of gamification being used effectively in real-life. In the education space, Duolingo, the highly popular app for learning languages has eschewed traditional online learning strategies by putting the end users, and not the administrators, front and center – a strategy that is paying rich dividends. In a recent survey, over 80% of learners said that they would be more productive if their learning was game-like. Yet, it remains a largely untapped sphere, which analysts predict is soon going to change– as gamified strategies will soon be the order of the day to drive engagement and foster loyalty.
So how does current LMS & LCMS platforms support the required creativity is the question.
Usually, the structural LCMS has the following High Level Functionalities, where it needs improvements.
- Template-driven, Collaborative Content Development (This needs major overhaul for gamified content creation)
- Facilitated Content Management (version control and distribution) ( Adding personalization can be a factor)
- Workflow Integration
- Automated Interface with a LMS
Existing LCMS platforms are sometimes traditional. It has to support the fluidity of the following learning situations, mechanics and content game elements.
So what should one remember when looking to gamification to drive motivation and engagement – in the education and training space?
- Understand your user group
- Build engaging content
- Offer recognition or rewards
- Track engagement and results
This is essential as a poorly designed or badly conducted strategy could not only fail to deliver expected results, but also affect the quality training of the organizational, which points to constraints in content creation platforms. Many gamification initiatives today use a point-based system to get their intended audience to behave in a specific way, often relying on a social community and analytics to measure the activity and desired outcome. Implementing flexibility and improvisation in content creation, bridging newer technology systems will enable the desired creative methods to present the content.
The bottom line, where there is need to educate and provide training in an organization, there is potential for a gamification strategy, which drives the need to re-configure and evolve the LCMS platforms. And in today’s largely digital landscape, it is becoming increasingly difficult to engage and persuade people using traditional means. The trick then is zeroing in on the right gamification strategies, right developments in LCMS and making them work for you – for the long haul.