Gamification

Daily life is full of transactional moments—seeing something, learning something, being in a new place, moving from place to place, doing a variety of activities—all moments that can be enhanced by a gaming experience. Gamification uses game design principles to engage audiences and solve problems, and works by making technology more engaging, and by encouraging users to engage in pleasurable behaviors. The experience includes stimuli that elicit immersive responses, allows for mastery, and sometimes it allows for strategy. The stimuli design uses the principles of play behavior and takes advantage of the human predisposition to engage in gaming. The key considerations in the design of the gaming experience are the compelling nature of the activity and its play value.

Harmonization

The harmonization needed in implementing FLIGHT is between activities that the Millennial considers to be outside the domain of a brand—shopping, travel, attending entertainment events, attending school, dining at a restaurant, all daily activities that one does not associate with the values of a specific brand at this time—and the activities which are traditionally associated with the brand. Gamification is an example of a harmonized daily activity in which a transaction has a play element built in. Be that a challenge, a quiz, a trivia contest, people look for triggers to manifest their play behaviors and the desires connected with it.

 
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