Gamification is a buzzword, acknowledges Forrester Research emerging media analyst Elizabeth Shaw.
But that doesn’t mean it can’t work. “By offering rewards for user actions, consumers are more likely to engage with a brand—that is, visit the site more often, register, linger and invite friends,” she writes in a column at Mashable.
Using games to engage with customers isn’t necessarily a new concept, but there are four main reasons why it’s such a hot trend, she writes:
People want games. Surveys show about 40 percent of U.S. adults want new ways to entertain themselves online, and 60 percent of adults have played an online game in any given week.