The concept of gamification is a powerful method to attract audiences and increase their involvement. It creates a unique experience by motivating players to compete and excel in particular tasks. Educators apply various games in order to enhance creativity and increase retention. Gamification is also used to engage people to act which is why it has wide application in marketing and advertising.
With the rapid development in digital technologies, gamification is gaining momentum and spreading to various business and leisure activities. Gamification, or otherwise called funware, is now converging with augmented reality software to deliver the ultimate experience for users. These converging industries offer endless opportunities for innovation in the event industry, allowing companies to reach and communicate with target customers more effectively.
Attracting traffic & engaging with attendees
Games can attract people and increase engagement, which is exactly what event planners pursue. Augmented reality gamification allows exhibitors to turn each contact into a personalised, memorable experience with unique outcomes.
“People have fundamental needs and desires for reward, status, achievement, self-expression, competition, and altruism among others. These needs are universal, and cross generations, demographics, cultures and genders.”(Bunchball). In August 2010, one site, DevHub, announced that they have increased the number of users who completed their online tasks from 10% to 80% after adding gamification elements.
Combining education with fun
Companies and associations also organise meetings to educate their members. How to make the time worthy instead of attendees counting minutes during sessions is a big task for event planners. Gamification in meetings, such as rewarding participants for answering questions correctly or providing creative ideas, can help attendees learn faster and deepen their knowledge. Augmented reality apps allow for higher levels of interaction which can be particularly effective during brainstorming sessions.
Enhanced networking opportunities
Games provide participants with the opportunity to compete but not necessarily get to know each other. You may probably want to meet the guy who is on the top position of the leaderboard. It’s hard to achieve in “Candy Crush” but it’s easy when you two are both at the same event. Augmented reality allow for distance and face-to-face interaction, which can be effectively used during events. Some apps allow for personalised design which enhance the networking experience when forming groups, collaborating on tasks etc. In the fall of 2011, SAP’s TechEd user conference invented a game called Knowledge Quest, which successfully attracted 884 teams completed over 55 000 missions. This game encouraged attendees to talk to others and make new contacts.
Event design & demos
Augmented reality can be the perfect tool to customise each event and boost creativity of both exhibitors and attendees. New software products can be used during the conception design stage of exhibitor stands as well as for optimised demo capabilities during the event itself. It allows exhibitors to illustrate conceptual ideas, thus inciting people to interact with their surroundings in a new way. Moreover, augmented reality experiences during events provide an opportunity for instant, genuine feedback.
Co-creation opportunities
In the past, marketers have successfully applied gamification to the co-creation philosophy of products and services. Today, augmented reality offers much more sophisticated tools for engaging with customers. Enlightened companies do not want to control their customers but to influence them and inspire them to act.
Retention & continuous engagement
If applied properly, augmented reality gamification is a recipe for success with long-term effects. Customers can be delighted by the experience and increase their engagement with the company beyond the event. They can become loyal customers or passionate advocates of the brand.
But more importantly, augmented reality and gamification empower individuals to pursue new heights in innovation, science and development.
This is a new vision of the world which allows people to experience things in a more advanced way which marks the beginning of a new era in education, health, art, media, entertainment, retail, manufacturing, brand engagement, transportation, travel and urban design.
For more information, visit Augmented World Expo 2013 - the largest exposition demonstrating how these technologies come together to change our lives and change the world.#
Knowledge Quest game for SAP TechEd 2011 - Las Vegas
SOURCES:
http://augmentedworldexpo.com/are-is-now-awe-augmented-world-expo/
Written by Lilyana & Shirley
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