Dave Harries: One of the things you talk about in the context of content, is gamification. What on earth does that mean?
Grant Leboff: One of the things you can do with content sometimes is, you can use gaming architecture as you were, to make it a bit of fun and a bit of a game. Sometimes that can be against other people, and sometimes it can be actually against yourself. I’ll give you a couple of examples. Nike had an app, where for the people that use the tray and go running, you could see other runners in your local area that would share data, and have local competitions with them, and see what running times were, and everything else. That was gamification. It took something very basic, which is, “I justwant to improve my own fitness,” but by combining that with sharing, where you could share data with others, with friends, with people in your area or whatever else, other runners, then suddenly, it became a game. Suddenly, you’re up against others and it becomes a bit of a competition. For some people, that becomes really interesting, and makes something a bit more fun, and gives you a bit more of a zest for doing it in the first place. A bit more motivating. That’s an idea of gamification.
Another example would be when you often go onto a social media site. Linked In would be an example, where it might say, “Your profile is 70% complete.” What does that mean? It’s using gaming architecture to try and get you. “Only 70% complete, but if you do this, congratulations. You’ll be on 80% complete.” There’s a sense of achievement. “I must fill in my school and my educational background, because now I’m on 80% achieve completeness.” That’s gaming architecture, to motivate people to complete things, to fill things in, and it’s very useful when you’re producing content sometimes, just to get engagement and to get people … keep them engaged and keep them motivated.
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