Gamification

As previously discussed, virtual worlds are now becoming more popular and businesses are beginning to use virtual worlds to their advantage. However, another technique which has been taking place is that of Gamification. Gamification is the process whereby a game is used for a non-game context. This concept is becoming increasingly popular in terms of organizations and their promotional techniques.

 One of the most common Gamification techniques seen by a business is Tim Horton’s annual “Roll Up the Rim” contest whereby customers have the chance to roll up their coffee rim and win prizes. This game has become one of the most anticipated annual promotions around Canada.

I think that Gamification works, in this case, because consumers are given an opportunity to win something with a greater value than what they purchased. This is a smart strategy for Tim Hortons because they are further engaging their consumers from being coffee drinkers to invested players. 

Gamification can also be seen in a number of different situations such as through apps (Foursquare) and video games (Guitar Hero). Overall, it is a tool for customer engagement and what I believe to be one of the most effective engagement techniques.