gCommerce: The Gamification of eCommerce

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Games Interpretation: gCommerce: The Gamification of eCommerce

 
Interpret Insight

Gamers are shoppers, but more than that, through game mechanics, gamers have been conditioned to be
“super shoppers” with influence. In fact, gamers are 20% more likely to be an online shopper than the
average non-gamer. Gamers are opinion leaders, 50% more likely to be influencers among their friends.
Moreover, the definition of gamers has changed – they are no longer who you think they are – in fact, they
are you and me. Gaming or gaming mechanics, whether we realize it consciously or not, has been woven
into the fabric of our daily lives. Whether it is Farmville on Facebook, World of Warcraft on the PC, Solitaire
on the iPhone, earning frequent flyer miles through American Airlines, or shopping through social commerce
sites such as Groupon, Gilt, our online and offline experiences are being “gamified.” For those taking
advantage of “gamification” techniques, it is driving greater engagement and loyalty among consumers and
is a model that can successfully be applied to most any business.

Gamer2.0

Games have been around at least as long as written history. They are archetypal human behavior, and
integral to the human condition. There is evidence the Backgammon-like game of Senet was played in Egypt
as far back at 3000 B.C., before the invention of modern reading and writing. There are eve
				
DOCUMENT INFO
Description: Over the past decade, video games have progressed as one of the most dominant forms of entertainment and engagement, and the industry has indisputably broken out of its heritage audience of “hardcore video gamer” into the general population via casual games and social games. The definition of “gamer” has broadened substantially into a “Gamer2.0.” In the process, many game environments have evolved into articulate and highly profitable “virtual economies” with virtual currencies and the attendant “sources and sinks” for players to earn value and burn (spend) that earned value. Now the inverse is occurring. Game mechanics are infecting and integrating into real-world economies—especially commerce, e-commerce and loyalty programs—and “gamer2.0” is responding. Retailers and eTailers are being advantaged by gamified engagement, loyalty and reward techniques.
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