The impact of gamification on human behavior

Non compliance Compliance

For centuries, game makers have studied human behavior. And their observations have led to the invention of game mechanics—things like points, levels, challenges and leaderboards—in an effort to keep their players playing.

Healthcare marketing is no different. There are certain behaviors we want people to continue, and others we want people to change: Exercise more. Smoke less. Eat better. Take your meds.

Historically, marketers have tried to solve these problems with one-way communication. Gamification provides an alternative. It turns the mundane into an engaging experience.

Shaun Quigley, Can Games Fix American Healthcare? MediaPost October 2011: http://www.mediapost.com/publications/article/160620/can-games-fix-american-healthcare.html

Game mechanics change behavior by satisfying fundamental human desires

Graphic: bunchball.com

Challenges = Achievement

Challenges = Achievement

Levels = Status

Persuasive Technology

Gaming Trends 

Game Dynamics

MotivationsAbility

Triggers

Satisfyfundamental

human desires

Behavior Change