Unlocking the Power of Purpose in Gamification

Welcome back to my series on "Unlocking the Power of Gamification"! If you've been following along, you know we've already covered the key human drivers that form the cornerstones of any successful gamification strategy: Autonomy, Mastery, Purpose, Relatedness, and Competence. We’ve delved deep into Autonomy and Mastery, and today, I’m excited to explore yet another key cornerstone with you: Purpose.

What Purpose Means in Gamification

So, what exactly do we mean by "purpose" in the context of gamification? Essentially, it’s about the deep-seated reason and motivation behind the gamified experience. Purpose ensures that game mechanics are aligned with meaningful goals that resonate with us and our teams. When we have a clear purpose, gamification transforms from just a fun activity into a powerful motivator that drives lasting engagement and positive outcomes.

Why Purpose Matters in Gamification

• Boosting Engagement and Motivation

Think about why we engage with certain activities. When we have a clear and compelling reason, we're more likely to get involved and stay involved. The same goes for gamification. If our team understands the purpose behind the gamified tasks, they'll be more motivated to participate and put in their best effort.

An amazing example of the power of purpose is when Microsoft was launching Windows 7. In order to speed up and improve the release, they created 'The Language Quality Game'. A total of 4,500 Microsoft employees took part in a collective effort to find translation errors, not just those in the group that normally translated the software. Whilst the participants competed for bragging rights by identifying and correcting the most errors, they all worked on a common purpose - speed of release and accuracy of Windows 7.

• Encouraging Meaningful Actions

Purpose-driven gamification ensures that the actions we're encouraging are meaningful and aligned with our overall goals. This means the behaviors our team engages in aren't just beneficial for them but also for our organization.

In our own implementations, we worked with a large international organization that was struggling to encourage employee participation in the company's CSR initiatives. By integrating CSR-related actions into our gamification strategy, we ensured that employees saw the benefits of their involvement. This purposeful approach motivated employees to engage more actively in CSR activities, leading to meaningful actions that supported the company's social responsibility goals.

• Creating a Sense of Achievement

When we tie purpose to our gamification strategy, every achievement feels more significant. Our team members will know that their efforts are contributing to something bigger, making each win more rewarding.

Khan Academy is actually one of my favorite examples. Khan Academy uses gamification to enhance the learning experience. Students earn badges and points for completing lessons and exercises. The purpose of mastering educational content gives students a sense of achievement and progress, motivating them to continue learning and achieving higher levels of understanding.

• Building Community

A shared purpose brings people together. When our team is working towards a common goal, it creates a sense of camaraderie and collaboration. This community aspect enhances the overall experience and makes everyone more invested in the process.

The Swachh Bharat initiative launched by the Indian government in 2014, that aimed to clean up the streets, roads, and infrastructure of India's cities, towns, and rural areas is an excellent example of how shared purpose in gamification can lead to building communities. Cities and towns are ranked based on cleanliness in an annual survey called Swachh Survekshan. This survey created a competitive environment where local governments and citizens worked together to improve their rankings, driving collective action and civic pride. For the seventh year in a row, Indore has been ranked as the cleanest city in India. Varanasi improved its rank from 418 in 2014 to 32 to become the Fastest Big City Mover in the North Zone.

• Sustaining Long-Term Engagement

Novelty can attract initial interest, but sustaining engagement over the long term requires more. A well-defined purpose provides the context and meaning needed to keep our team engaged and invested over time.

A good example is IBM's Innov8. It is a game designed to teach business process management (BPM) concepts. Players solve real-world business problems using IBM's BPM tools, earning points and badges along the way. This purposeful gamification approach keeps users engaged and helps them understand the value of IBM's solutions, leading to long-term interest and adoption.

Common Mistakes and Traps in Gamification Purpose

While purpose is crucial, there are common mistakes and traps that we often fall into when implementing it in our gamification strategies:

• Lack of Clarity

One of the biggest mistakes is not having a clear purpose. If our team doesn't understand why they are participating in the gamified activities, they are likely to lose interest quickly. We must make sure the purpose is well-defined and communicated.

• Misalignment with Goals

Sometimes, the gamification mechanics do not align with the organizational goals. This misalignment can lead to frustration and disengagement. We need to ensure that every game element directly supports our objectives.

• Superficial Rewards

Offering rewards that are not meaningful can backfire. If the rewards do not resonate with our team or feel insignificant, they won’t be effective motivators. We should focus on providing rewards that truly matter to our participants.

• Overemphasis on Competition

While a bit of competition can be healthy, too much can be detrimental. It can create a negative environment and discourage collaboration. We should balance competitive elements with cooperative ones to foster a positive and inclusive atmosphere.

• Ignoring Feedback

Not seeking or ignoring feedback from participants is another common pitfall. Continuous improvement is key to a successful gamification strategy. We should regularly solicit feedback and be willing to make adjustments based on what we learn.

How to Implement Purpose in Our Gamification Strategy

To make purpose a central part of our gamification strategy, we need to:

• Define Clear Objectives

Start by setting specific, measurable, and relevant objectives that align with our organizational goals. Make sure these objectives are clear to everyone involved.

• Communicate the Purpose

Clearly explain the purpose of the gamified system to our team. Help them understand how their participation contributes to the larger goals and the positive impact it can have.

• Align Game Mechanics with Goals

Design the game mechanics so that they directly support the achievement of our defined objectives. Make sure every game element adds value and serves a purpose.

• Provide Meaningful Rewards

Design a rewards system that reinforces the significance of achievements. Make sure the rewards are meaningful and resonate with our team.

• Foster a Sense of Community

Encourage collaboration and interaction among team members. Create opportunities for them to work together towards common goals and build a strong sense of community around our shared purpose.

• Seek and Act on Feedback

Regularly gather feedback from participants and be open to making changes. Use this feedback to continually improve the gamified experience and ensure it remains relevant and effective.

Conclusion

Purpose is the cornerstone of any successful gamification strategy. It provides direction, meaning, and motivation that drive engagement and positive outcomes. By aligning our gamified experiences with meaningful goals, we can create powerful motivators that not only enhance participation but also help us achieve our strategic objectives. Embracing purpose in gamification isn’t just a good idea; it’s essential for creating lasting and impactful gamified systems. Avoid common pitfalls by being clear, aligned, and responsive, and we'll see the true power of purpose in action.