Refybe Podcast

Welcome to the Deep Dive

Benjamin: Welcome to the Deep Dive. Today, we're diving into gamification, this really interesting trend of using game-like stuff in places you wouldn't expect.

Fenna: Yeah, it's not just video games anymore.

Benjamin: Exactly. You see it popping up everywhere now, right? Like marketing surveys, even science, education. And people say it really works, boosts engagement, gets people to do stuff.

Fenna: Absolutely. And often, those little nudges online. To keep clicking, fill out one more thing, that's usually It's really not an accident. So it's deliberate? Oh, very much so. It's applying these principles from game design that have worked for decades. So our mission today is really to unpack some of those core ideas from gaming and see how you listening can maybe use them in marketing for building data, getting audiences involved, that thing. Right.

Benjamin: And if you're listening, maybe you're deep into marketing strategy or you run a business, or perhaps you're just curious about what makes people click online, this is definitely for you. We want to I'm going to cut through the noise and get to the practical stuff. The actual insights from my gains are just so darn engaging. Let's do it. Okay, let's jump in. Where do we even start with this? So many elements.

The Power of a Good Storyline

Fenna: Well, let's start with something fundamental. The power The power of a good storyline.

Benjamin: Storyline, okay.

Fenna: Think about why we binge watch TV shows. Stay up way too late. We all do it. It's that narrative poll, you just have to know what happens next. And games, they are masters of this. Think Super Mario Saving Princess Peach. Classic. Or the missions in Grand Theft Auto. There's always a reason, a story driving you forward.

Benjamin: Right. That just one more level or one more mission feeling. So how does that translate to marketing? I mean, we're not usually sending customers on an epic quest, are we?

Fenna: Probably not for a coupon code, no. But the core idea, creating that sense of progression, of anticipation, that's still really powerful. So a marketing game, even a really simple one, if it has a mini story, it can It actually make people more willing to share info they might otherwise skip.

Benjamin: Interesting. How so?

Fenna: Imagine a multi-step form or interaction. Each step reveals a tiny bit more of a story or unlocks a piece of a puzzle, these little cliffhangers. They create that desire to see it through. It shifts the focus, you see, less about I'm giving data and more, I'm following this interesting little thread.

Benjamin: So you're framing it differently. It's not just a transaction, it's an experience It begins with a bit of intrig. Makes sense. Okay, so story pulls them in. But what keeps them going?

Reward

Fenna: Good question. That brings us straight to reward. Well, it's fundamental to why we do things.

Benjamin: We like getting stuff.

Fenna: Exactly. And in gamification, rewards can be instant. Points for filling a field, or maybe you unlock some cool content right after you do something.

Benjamin: That little dopamine hit.

Fenna: Precisely. That immediate positive feedback. It encourages you to keep going.

Benjamin: Okay. Instant gratification. What else?

Fenna: Then you got the longer term rewards. When you think about finally beating a tough game, that satisfaction, the achievement, maybe bragging rights for a high score. Loyalty programs are a perfect marketing example. You get those small rewards, like points for shopping. That's your immediate hit. But the real driver often is saving up for that bigger prize, that free flight or whatever, or getting to the gold tier. It's about keeping people engaged over time.

Benjamin: The classic point system. It's so common you forget. It's basically gamification one-on-one. So So okay, stories draw us in, rewards keep us going. What other psychological buttons are being pushed?

Collecting

Fenna: Well, think about collecting things. It seems almost like primal, doesn't it? Maybe taps into our old hunter-gatherer brains or something. Collecting? Remember Pokémon Go, the craze. Oh, yeah.

Benjamin: People walking into the lampe was trying to catch a Pikachu.

Fenna: Exactly. People went to incredible lengths to catch them all. That desire to complete a set, it's a huge motivator.

Benjamin: It really is. That urge to fill the Pokédex was intense.

Fenna: Right. So If you give people something to collect in your marketing virtual badges, points towards different levels, maybe entries for a draw, they start setting their own little goals.

Benjamin: Micro goals. I like that.

Fenna: Each item collected gives that little buzz of progress, of accomplishment. And then there's often a social bit, too. People showing off their collections, right? Comparing badges, checking leaderboards.

Benjamin: The virtual trophy room effect.

Fenna: You got it. Online, you can link activations, have a public Hall of Fame. It gives people goals and status, this, taps into ambition and that social comparison thing.

Progress

Benjamin: So playing on completionism and a bit of friendly competition. Clever. Okay, let's shift gears a bit. Think about those endless online forms or surveys. How does gamification help there?

Fenna: Yeah, that speaks right to the principle of progress. Honestly, one of the quickest ways to make someone just give up. Give them a task that looks like it goes on forever with no end in sight. People need to know roughly how long something will take and that they're actually making progress.

Benjamin: Those surveys with no progress bar, they feel like a black hole you might never escape.

Fenna: Totally. And that's why their completion rates are often so low. Gamification says, be transparent. Break big things down into smaller, manageable chunks, like little content snacks.

Benjamin: Snacks.

Fenna: And crucially, show the progress. Visual indicators, progress bars, levels ticking up, steps on a timeline.

Benjamin: Yeah, you see where you are.

Fenna: Exactly. When people see they're moving forward, they're much more motivated to finish. It reassures them their effort is counting and the und is actually coming.

Unpredictability

Benjamin: Makes total sense. Make the goal feel achievable, not overwhelming. Okay, but what about keeping things interesting? If it's the same thing over and over, we tune out.

Fenna: That's a great point, and it leads us to unpredictable. Unpredictability. Think about watching the same episode of a show again and again, even one you love.

Benjamin: Gets old fast.

Fenna: Right. Because you know exactly what's coming. Games are the same. If every single interaction is totally predictable, boredom sets in fast.

Benjamin: Familiarity breeds clicking away in this case.

Fenna: Pretty much. So while you want to start simple easy rules for newcomers, you need to gradually mix things up. Introduce little surprises, maybe add new rules, put a time limit on something occasionally, vary the content.

Benjamin: Okay, so keep them on their toes a bit.

Fenna: Yeah, but in a controlled way. It keeps it fresh, adds a bit of challenge, makes people re-engaged. It's that balance between comfort and novelty.

Benjamin: So not constant chaos, us, but enough variation to prevent monotony. Got it. Okay, last one, and maybe the most crucial. What actually makes a game fun at its core?

Gameplay

Fenna: Yes, gameplay, the absolute bedrock. Gameplay. Look, you can have the most amazing graphics, brilliant story. But if actually playing the game feels clunky or confusing or just not satisfying, people are out.

Benjamin: Yeah. If it's frustrating to control, forget it.

Fenna: Think about the original Super Mario. Graphics are, well, basic now. Sure. Pixels. But it's still fun because the core mechanics, the jumping, collecting coins, navigating, it just feels good. It's intuitive. The challenge ramps up nicely. Yeah.

Benjamin: There's just a joy in the basic interaction.

Fenna: That's it, exactly. And for marketing gamification, same logic applies. The actual interaction needs to be smooth, intuitive, engaging in itself. Fancy graphics are a bonus.

Benjamin: But they can't save bad gameplay.

Fenna: They absolutely cannot. Gameplay how the user actually does the thing is just as It's important, maybe even more important than how it looks. If it's not immediately easy and fun to grasp, none of the other stuff matters much.

Recap & Final Thoughts

Benjamin: Okay, so let's quickly recap then. We've dug into these core principles from gaming. We talked about storyline, that narrative pull.

Fenna: Yes, drawing people in.

Benjamin: Then reward, both the immediate buzz and a long term goal. Keeping them motivated. The urge to collect, completing sets, gaining status.

Fenna: Tapping into that collector instinct.

Benjamin: Showing clear progress, breaking down big tasks.

Fenna: Making it feel achievable.

Benjamin: Using unpredictable ability to keep things fresh and engaging.

Fenna: Avoiding monotony.

Benjamin: And finally, absolutely crucial, enjoyable, and intuitive gameplay.

Fenna: The core experience has to work.

Benjamin: So pulling it all together. Yeah. These aren't just tricks, are they?

Fenna: No, not at all. When you integrate these principles thoughtfully, ethically, the potential to seriously lift conversion rates, build real audience interaction, create stronger brand connections.

Benjamin: It's segmental- I'm not baking those online interactions less like a chore and more, well, engaging, maybe even fun.

Fenna: Dare I say it? Yes. That's fun.

Benjamin: So a final thought for you listening. As you go about your day online, maybe start noticing, where do you see these gamification ideas popping up? Are they done well or maybe not so well? And maybe think, what could be the next cool way to use these principles? Where haven't we seen them applied yet? It definitely gives you a new way to look at things. Absolutely. Thanks for joining us for this deep dive.