Taking a Cue from Pokemon Go: Reinventing User Engagement

by Shantal Erlich
Blog Post

Cracking the code to user engagement is key to avoiding the mobile app graveyard. From your app’s first impression, to your product offering and on-boarding process, every aspect plays an important role when it comes to keeping your users engaged and coming back for more.

In fact, the rise of mobile applications like Nike+ or even the Pokemon GO phenomenon has reignited the discussion around the gamification trend and whether it can truly work to increase engagement and drive sales.

Pokemon Go Reinventing User Engagement

Despite its name, gamification is much more than a game. As digital media consultant John Boitnott puts it, “It’s the practice of synthesizing the best ideas from gaming, loyalty programs and behavioral economics, with the aim of driving user engagement over indifference.”

Take that, and add it to the fact that gamification was inspired by the data, game mechanics, and design behind video games, and you have your answer.

Yes. Gamification is a great force to keep users engaged with your app.

In fact, according to Giga Information, gamification increases customer activity online by an average of 68%, and social sharing by 22%.

So how does it work?

Gamification applies the game mechanics and design techniques, in order to engage and motivate people to achieve certain goals.

It taps into the basic needs and wants of the users, allowing them to enhance their sense of competitiveness, status and achievement. It is keeping users hooked within an app and coming back time and time again.

Also, it doesn’t hurt that it is entertaining and rewards users in the process.

Better Customer Experience

Customer standards are higher than ever. Therefore, companies are trying to go the extra mile to offer the best experience possible for their customers. Gamification offers the obvious advantage of making participation fun and rewarding. An enjoyable in-app experience can lead to more returning customers, positive brand awareness, and ultimately business growth.

Differentiation

Competition in the app world is stiffer than ever, and customers are being pulled in many different directions at once. Gamified engagement activities help brands stand out in a crowded space and differentiate from competitors in the field. Additionally, it makes for a more memorable experience, which makes it more likely for customers to use it again.

Increased Loyalty and Retention Rates

Loyalty and retention rates are key metrics to determine the health of businesses. A study in the Harvard Business Review noted that increasing customer retention by 5% can generate a 25%-95% increase in profit.

Gamification offers customers a goal-oriented approach that gives them a sense of completion and fulfillment, which will give you the opportunity to build long-lasting relationships with them. Ultimately, more engaged customers are more loyal.

Do you want to implement gamification in your mobile app? Shoot us an email at mvp@koombea.com and let us know!

by Shantal Erlich
Blog Post