Integrating Gamification into Sports
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There has been a definite rise in info-communication technologies, and the effect of globalisation and digitalisation is not to be taken lightly. It calls for more innovative and evolved elements in the much-loved pursuit of gaming. Gamification is the process of adding games or game-like elements to other areas of activity, especially an online marketing technique which drives up engagement. It is essentially a strategy and an attempt to enhance the responses received by a system, service, organisation, or activity. It encourages participation and excitement among users which results in enhanced engagement.
The psychology behind gamification is that of repetition in order to gain success. Games increase the probability of replaying and repeating since they have a tendency to make people improve their game every time they play. There is the element of reward involved and the people participating have to make an effort to gain this reward. It requires commitment from the players and hence it results in higher returns on investment: whatever the investment might be.
Adding gamification to sports adds value to both, the inactive and the active fans. In a non-active way, one can be sitting in their chair and playing a game. In an active way, the game is integrated into sports. Both ways increase brand loyalty and commitment. Traditional methods of engagement cannot sufficiently match up to this trend. Gamification proves that technology has no boundaries as it is a globalised element of sports. For example, an individual in Japan can be playing against an individual from France. There is no physical presence required to connect with and compete with an individual of one’s choice. No one is bound to a physical location and thus, when it is online, it is easier to simply log in and begin where it was left off.
The newer generations, that is the youth, are the tech generations. They have been brought up with technology and gaming is extremely popular among them. Sports cannot afford to be entirely traditional in nature while the majority is looking for innovation, evolution, and interesting propositions. Sports have to keep up and there is no better alternative to this. Gamification not only prompts for better performance but also makes it easier to learn a new sport and improve technical skills. Enjoyment is maximised and engagement through capturing the interests of learners and competing to get better is wonderful.
With the onset of integration gamification, it is observed that in such areas of media and commerce, especially in the digital area, there is a dramatic growth in the gaming industry itself. It is anyway considered one of the best advanced technologies to take engagement to the next level.