2012 TRENDS: Gamification, the new seed of all digital strategies

Dennis Crowley once explained that he had the idea for Foursquare when walking over a chalk mushroom drawn on the pavement - as an avid gamer, he immediately thought: “Hey, I should get a reward for that!”. Almost three years and over 10 million users later, his initial inspiration has become a pervasive trend with a name: gamification.

Despite taking the cake as the most overheard buzz word in 2011, gamification still has many glorious days ahead. Based on the idea that rewarding the user is fundamental in creating an engaging digital media experience,  numerous cutting-edge media campaigns, crossplatform projects and transmedia productions are now putting this concept to work.

Although facilitated by social gaming, the proliferation of mobile apps and inspiring success stories of companies such as Zynga, gamification strategies should not be limited to producing games to complement a media franchise.  Progressive structures, rewards systems and other “funware” features are being implemented left and right into non-game projects, and consumers are playing along.   The future of gamification is actually about extending these mechanisms to a diversity of activity sectors (health, government, services...), business processes and working structures and to broaden brand-engagement strategies -- just like what Samsung has started doing recently with Samsung Nation.


Catalina Briceño
Renowned for her outstanding communication and engagement skills, for the past 20 years, Catalina Briceño has helped companies in the media and cultural sectors develop and deploy digital transformation, innovation, and diversification initiatives. Among her main accomplishments, she contributed to the growth and the international success for Têtes à claques (Salambo Productions) and founded and managed the Canada Media Fund’s Industry & Market Trends department (2010-2018). As a visiting professor at UQAM’s École des médias, she today shares her passion for industry and market trends and forward thinking on the future of television and media with her students and industry colleagues.
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