Google Maps — An example of gamification done right
How I got started
Google Maps is probably one of the most regularly used apps on my phone, mainly because I find it very hard to remember routes. Before I got my first smartphone, I remember having to ask for directions to the same place more than once. Now, I use Maps when I want to go practically anywhere.
Though I have been a regular Google Maps app user for over 6 years now, I wasn’t very interested in the ratings and reviews portion of it except for deciding whether to avoid a restaurant. I had sporadically rated and reviewed restaurants over the years but I never considered becoming a regular contributor for places in general.
I can’t remember exactly what it was that gave me the push to start rating and reviewing places. I think it was possibly a notification informing me that I had reached 100 points. But whatever it was, I liked the idea of getting points for reviewing places. I also liked the idea of documenting my experiences through my reviews, kind of like what happens on social media I guess.
Becoming a regular contributor
I think Google Maps is one of the best examples of gamification done right. Pretty much every contribution earns you points. This includes ratings, reviews, adding photos and videos, answering questions and adding places.
There are 2 levels at which you get rewards. There are levels and you cross a level after reaching the minimum number of points for that level.
But you also have badges which you get for completing specific actions such as adding a minimum number of photos, reviewing a certain number of places, etc. And each of these badges has 3 levels. So at any point, you have multiple incentives to contribute.
Gaining followers and following others
This is a feature that was introduced in 2020. You can follow other Local Guides and vice versa.
With this, Google Maps moved a bit closer to more traditional social media. While I am not a user or fan of social media platforms, it is fun to get the notification that someone started following you on Maps. I guess I now know how that feels.
Personally, I don’t see a lot of value in following specific local guides because if you’re trying to decide whether to visit a restaurant or a tourist attraction, the average rating and the most recent reviews should tell you what you want to know.
Other applications using gamification
Once I started contributing to Google Maps, I started paying attention to other applications which use it to drive usage.
The most prominent use of gamification in an app I use regularly has been Amazon’s Audible. Audible has both badges and an overall level based on listening time but to me, it is not at the same level as Google Maps. I feel there is potential to enhance the experience there.
Benefits I have received
The first benefit I received due to my contribution was a Rs 100 voucher to be used on Google Playstore. I was able to buy a few books on discount using that voucher.
After I crossed a certain level, I received a free 3 months subscription to Google One. While I didn’t find a Google One subscription particularly useful (The main benefit I saw was getting more space on Google Drive), I got a Youtube Premium membership due to the Google One subscription which I found very helpful.
Benefits to Google
Google obviously generates a large amount of data from local guides and this data powers their search results and advertising revenues. The impact of Maps can be seen in how many businesses request you to rate them on Maps.
The rewards it gives to local guides also helps promote their services. I have continued to be a Youtube premium subscriber after my free subscription ran out.
Things I still don’t understand about it
While I enjoy contributing to Google Maps, there are a couple of things I don’t understand about it, namely how within a couple of minutes of adding a new place on Maps, it is able to approve or reject the addition. I have tried to figure it out but haven’t been able to find an explanation for this.
Key takeaways
I think one of the key takeaways from the gamification on Google maps is that you need to have at least one component that is controlled purely by actions that the user controls. This can help give the user a sense of control and progress. The points and levels represent that in Maps.
Additional incentives can drive interaction between users such as followers and likes on reviews. This can focus on driving the goals of the company such as giving badges for adding new businesses, adding the first review, etc.
Overall, Google has had a massive impact on the world and has facilitated applications in many industries such as food delivery, logistics, etc. It will be interesting to see how Google Maps evolves in the future.
Do let me know your thoughts in the comments.