Gamification, Big Data, and Consumers: What’s on the Horizon?

Gamification and big data are buzzwords in the tech and marketing industries. And for good reason. Where gamification and big data intersect, there is untold potential for business improvements. That’s because these linked topics complement and enhance one another.

But even if you are currently utilizing gamification and big data, how do you make the most of these tools? And how can you best prepare your ventures for the big data games to come?

Let’s start by exploring the connections between data and gamification: From here, we will assess the role of gamification in an increasingly data-driven world to determine what’s on the horizon for big data in business in 2022 and beyond.

The intersection of gamification and big data

Data and gaming are both aspects of technology, but beyond that, what do they have in common?

A lot, it turns out. That’s because both share the potential to revolutionize the customer or user experience for the better. We see this in the technology trends of the time, especially as wearables and other smart devices enable the Internet of Behavior (IoB). This extension of the Internet of Things (IoT) focuses specifically on data insights generated from user activities. With it, executives can understand their customers like never before.

But where is gamification in all this? Gamification, as the use of terms and practices common to gaming, provides users value in exchange for greater revelations about their shopping behaviors. Through points, badges, achievements, leaderboards, and more, employees can also experience greater incentives for channeling big data.

Where gamification and big data intersect, the result is a trove of valuable knowledge that grows itself. Just look at products like the Nike+ Accelerator. This gamified platform gives users shareable achievements for their running habits, providing a social space for the sport. Nike provides value with this product. Meanwhile, they get back a treasure trove of data that can help them create better products in the future.

Big data means information. Applied effectively, this tool creates a revolving door of value for businesses and consumers alike. Gamification is one way to achieve this.

The role of gamification in the digital world

Gamification plays many roles in the digital economy, and in the wake of the COVID-19 pandemic, this economy is stronger than ever. This means tougher competition from others on the market, smart adapters who will be using big data to their advantage. Luckily, however, modern technology also offers the means to seize this advantage for yourself.

That’s because all kinds of gamification opportunities abound on the internet. The rise of mobile devices makes it easier than ever to engage customers, and recent developments, like 5G wireless technology, go even further. From here, marketing professionals and business analysts have only to offer compelling and rewarding experiences to better generate big data.

Through its role in social media and online engagement, gamification is a key success strategy that can take you into the future.

Social media and online engagement

Gamification is a proven method of gaining valuable user data while promoting online engagement. This is especially true of social media platforms.

You know all those silly quizzes and games that get shared all the time on your feeds? Those aren’t just built for fun. They serve the purpose of cultivating certain shared insights per the Terms of Service agreement (ToS). Meanwhile, any gamified survey that offers incentives or loyalty points can drive similar engagement.

By using games to drive engagement on social media, you can collect social data necessary for optimizing customer service and overall business models. Important metrics to track include:

• Feedback time
• Response rate
• Inquiry volume

From here, expand on insight potential through gamified user feedback experiences. For instance, the wINput customer survey app uses gamification to incentivize feedback while giving users opportunities to earn prizes. Users simply open the app on their phones and participate in “fun” questionnaires for a chance to win.

Mutual value scenarios like this one are why the future will consist of more gamified customer interaction. But in the path of success are hurdles like data integrity. How do businesses solve the problem of users “gaming” (or cheating) your gamified system? Meanwhile, how do you adequately protect user data once you have it?

On the horizon for gamification and big data are the answers to these questions.

On the horizon

As businesses increasingly engage in a digital marketplace, they are recognizing the importance of behavioral data for the future of commerce. This information, cultivated from smart devices, lends greater accuracy and completeness to big data sets. From here, companies can provide the best possible value for their customers.

The future of gamification will be all about building value for customers in exchange for insights into their commerce behaviors and desires. In the course of this work, these are some of the trends we can expect for the industry in 2022 and beyond:

• Tighter regulations on data regulation and privacy, as governments around the globe adopt and adjust laws
• A greater pivot to gamified customer feedback experiences
• Streamlined and clarified ToS agreements
• Stronger authentication practices and gamified user authentication
• More engaging, value-driven user experiences

These trends will come about as a result of a growing consensus assembled with the help of big data. Everyone loves games. By turning data collection into a mutually beneficial game, you provide customers with the incentives needed to lubricate a steady flow of feedback. But in the process, you have to provide the integrity and clarity to cultivate long-term trust in an increasingly regulated data economy.

With this wellspring of business insights, transform your business for 2022 and beyond. Greater success awaits through gamification.