But if 2010 was the year we make contact, 2011 promises to truly be the year when game mechanics take over: a potential roller coaster of exciting product, company and organizational launches. And so, here are my predictions for the breakthroughs we’ll see in game-powered enterprises.
1. Health Gets More Fun
Getting fit and staying healthy are some of the hardest things to do. Games like Brain Age and Wii Fit have emerged in the past few years, making headlines for their ability to turn exercise –- mental or physical –- into something fun. But while these games haven’t yet had much of an impact on our health, hundreds of startups and established companies are leveraging the lessons of those games to create real change.
In 2011, we’ll start to see the first successful examples of game mechanics used for health — largely around big data streams and mobile, building off Fitbit, Nike+ GPS and other monitoring and measurement ecosystems. “Gamified” health will look less like games, however, and more like apps that make fitness fun — for example, tying Xbox achievements to gym-based treadmills instead of creating virtual treadmills to run on.
2. Education Hears the Bell
Almost everyone agrees that education needs reform. But most efforts to use games to educate children have been failures, largely as a result of designers having to please parents and teachers before kids’ needs are served. With the advent of devices like the iPod touch and tablets however, a new generation of education companies can reach kids with less friction and more feedback.
I believe we’ll see the first “trans-institution” apps that connect students across different schools. We’ll see the first “gamified” textbooks from publishers while federal and state governments will continue to innovate and support initiatives in education. For adults, applications like MindSnacks, an iPhone app that makes learning languages more fun, will transform how we engage with continuing education. Expect an explosion in apps and services for language, food, finance and geo-location that manipulate game mechanics.
3. Blue Skies Ahead
Although a number of games have been made to help people change their environmental behavior, few have had much long-term success. More subtle experiences, however, like the “health meters” in the Toyota Prius and Nissan Leaf are proving to be a hit with drivers through ambient feedback, like a plant that grows when the car is driven in more environmentally friendly ways.
Companies like RecycleBank have had early success convincing customers to recycle by giving them rewards, and a whole host of electricity and carbon-offset startups are emerging to help consumers reduce their consumption. Big and small companies alike will continue to innovate here, with the support of energy companies and progressive governments; the stakes couldn’t be higher.
4. Loyalty Programs Get More Virtual
Airline frequent flyer programs are among the best examples of successful game systems. United Mileage Plus and American AAdvantage together count more than 100 million active “players.” Recently, these programs have become more game-like, adding progress bars and competition to their mix to improve user engagement.
At the same time, major online gamification players like Zynga and TopGuest have been striking deals to break down the walls between virtual activities (like checkins) and “real” rewards. From hotel chains to credit cards, reward programs will continue connecting with game-like experiences online. Plan to start earning points and miles in unexpected places and redeeming those points for virtual goods.
5. Big Brands Get Involved
Startups drive innovation, and game mechanics are ripe for exploration with exciting technology and service companies emerging almost weekly in the space. Big brands also understand the need for game-like connections. Traditional advertising continues to lose effectiveness with younger consumers, and customer acquisition costs remain stubbornly high.
Some of the world’s biggest brands have taken notice of how game mechanics can help their strategies. In 2011, we’ll be likely to see a handful of major media companies and consumer goods brands launch gamified experiences, with even more to follow in 2012. Expect to see the most innovation in finance, travel and TV.
Next year will be a very exciting year for gamification and customer engagement overall. From small startups working on energy consumption to the world’s biggest media properties, tools like points, badges, leaderboards and challenges will be increasingly deployed to create emotional and brand loyalty. That’s a fun future we can all look forward to!
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