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The New York Times Discovers Gamification – Now What?

Today is a very exciting day in the world of gamfication: The New York Times has discovered it. The incredibly quick progression from concept to widespread marketing tactic will now undoubtedly kick into overdrive.

A few thoughts in response to the NYT piece:

Early Adopters Gain a Bonus Point for Innovation

The early adopters of these tactics, especially those in the Business-to-Business space, not only gain the positive effects from their gamification programs but also the bonus bump from recognition. These businesses, and these marketing functions, will be seen as innovators.


User Rewards Must Be Real, Substantial, Valuable

Points, badges, and levels are all valuable rewards–but these programs must go beyond these to deliver more substantial rewards. These rewards can be monetary but businesses must also get creative and explore other options, including early access to products/services, VIP access to events, etc.


Data, Data, Data (and then Analytics)

As with any good marketing tool, we must identify what we want to know about our audience, and build the system to suit these needs. Every badge/point/level is a new level of insight and these must be analyzed to understand how the audience interacts with the brand, and how the brand can adjust to accommodate these patterns.


The New York Times: “You’ve Won a Badge (And Now We Know All About You)”

The source of the hubbub.


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