The Future of Online Advertising: Incorporating Gamification and Human-Focused Design

The Future of Online Advertising: Incorporating Gamification and Human-Focused Design

In recent years, online advertising has become an integral part of the digital landscape. With the rise of social media platforms, search engines, and other online platforms, businesses have recognized the importance of reaching their target audience through digital advertising. However, as the online advertising space becomes more crowded, it is crucial for businesses to find innovative ways to stand out and engage their audience. One approach that has gained traction in recent years is gamification, which combines game elements with real-world activities to create a more engaging and interactive experience for users.

Hikari Senju, a renowned expert in online advertising and the co-founder of Omneky, believes that gamification is the future of online advertising. In a recent interview, she shared her insights on the potential of gamification in the advertising industry. According to Senju, when a player feels a sense of ownership, they naturally want to make what they own better and own even more. This sense of ownership can be harnessed through gamification to create a powerful motivator for users.

Senju highlighted the Gamification Framework called Octalysis, which was designed by Yu-kai Chou. Octalysis is a comprehensive framework that utilizes eight core drives to motivate and engage users. These core drives represent different aspects of human motivation and include Epic Meaning & Calling, Development & Accomplishment, Empowerment of Creativity & Feedback, and more.

One of the core drives, Epic Meaning & Calling, taps into the human desire to feel like they are part of something greater than themselves. When users believe that they are contributing to a larger cause or were chosen to do something, they become more engaged and motivated.

Another core drive, Development & Accomplishment, focuses on the internal drive to make progress, develop skills, and overcome challenges. Users thrive on the feeling of accomplishment and the satisfaction that comes with mastering a skill or achieving a goal.

The Empowerment of Creativity & Feedback core drive revolves around engaging users in a creative process where they have to figure things out and try different combinations. This drive is closely linked to the human desire for self-expression and the need to see the results of their creativity. Feedback plays a crucial role in this drive, as users need to receive feedback on their efforts and respond accordingly.

It is important to note that the Octalysis framework distinguishes between right brain core drives and left brain core drives. Right brain core drives are related to creativity, self-expression, and social aspects, while left brain core drives are associated with logic, calculations, and ownership. Both sets of core drives play a crucial role in creating an engaging and motivating experience for users.

While gamification can be a powerful tool for online advertising, it is essential to strike a balance and avoid relying too heavily on extrinsic motivators. Extrinsic motivators, such as rewards or goals, can be effective in the short term, but studies have shown that once these motivators are removed, user motivation often decreases. Instead, a successful gamified system should focus on intrinsic motivators, such as creativity, skill mastery, and a sense of meaning.

So how can businesses incorporate gamification into their online advertising efforts? Here are three actionable pieces of advice:

1. Understand your target audience: Before implementing gamification elements, it is crucial to understand your target audience and their motivations. What drives them? What are their pain points? By understanding your audience, you can tailor your gamified experience to resonate with them and create a sense of ownership.

2. Focus on meaningful challenges: Gamification is not just about adding badges or rewards to your advertising campaign. It is about creating meaningful challenges that tap into the core drives identified in the Octalysis framework. By providing users with challenges that allow them to develop skills, make progress, and contribute to a larger cause, you can create a more engaging and rewarding experience.

3. Provide feedback and encourage social interaction: Feedback and social interaction are essential elements of gamification. Users need to receive feedback on their efforts and see the impact of their actions. Additionally, incorporating social elements, such as leaderboards or community forums, can create a sense of competition and collaboration among users.

In conclusion, the future of online advertising lies in the integration of gamification and human-focused design principles. By understanding the core drives that motivate users and incorporating meaningful challenges, businesses can create a more engaging and rewarding advertising experience. However, it is crucial to strike a balance and avoid relying too heavily on extrinsic motivators. By focusing on intrinsic motivators and providing feedback and social interaction, businesses can create a gamified experience that drives user engagement and leads to long-term success. So, are you ready to gamify your online advertising efforts?