![]() A touch of playfulness can be added to each of these components to create an overall fun experience. From a game design perspective, one needs to consider *the story, the mechanics, the aesthetics, and the technology behind the game. Too simplistic and people will be bored too hard to win and people won’t be motivated to continue. Csikszentmihalyi.) In order to generate the flow state, a game needs to provide just the right amount of stimulation, interaction, and challenge. (You can read more about flow in * this book by Dr. An important part of that playful experience is a mind state called flow, where one loses oneself in a fully engrossed experience with the task at hand. Playfulness makes people concentrate on what they are doing, makes them curious and gives them an overall enjoyable experience. The biggest lesson learned from this research is how important playfulness is in driving people’s reaction to gamification. What Does This Mean for Marketing Practice? Not surprisingly, people preferred self-benefit rewards than other-benefit rewards. Interestingly, the importance of playfulness doubles when the reward involves self benefits (i.e., free coffee and food) versus when it involves benefits for others (i.e., donation to the community). Gamification increased program loyalty and participation through two ways: (1) by making the program seem playful to consumers and (2) by making people have more favorable feelings toward the program. Program loyalty and participation ratings were higher for the gamified programs than for the no-gamification programs. They randomly showed one of the four versions to each of 200+ consumers and asked their opinions about the program they saw.
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