Building, romping, hiding, giving free rein to ideas, performing somersaults in our minds: as children, we played games. And we were happy to. Especially when we played together. We imagined new things, flew in our thoughts to undiscovered universes, created our very own worlds with all our senses. Play connected us.
Then we grew up and the seriousness of life took over from playing. How quickly we have forgotten how important play is – also as an act of freedom. That this form of arrangement is valuable and enriching and moves us forward. The fact is, playful elements are linked to positively charged memories. And positive memories find their way directly into the subconscious. How would it be if these playful elements once again penetrated upwards from there, with new rules for our product and media jungle?
Gamification is the transfer of typical game processes and elements into new environments. Relevant design alone will make your mind turn somersaults again and find ways to play online, offline and between the lines. This starts with catchy symbols, emoticons or animations that reduce the likelihood of abandonment during a shopping process, emotionally reward the shopper or convey the security of a password. It continues with surprising stagings, unconventional forms and purposefully used materials that transform architecture and spaces into sensual worlds. Well implemented, gamification is not an annex to existing concepts, but may become their very core … because in the end, people are only fully human when they play.