Gamification

👂️ Audio and questions

Gamification

What is it?
The use of gaming techniques in non-game situations
In business, it is frequently used for ﻿.
Uses people's desire to win a reward
Not a new idea, e.g. incentive schemes were first used by ﻿.
Uses
To get online ﻿ quickly
To persuade people to change their ﻿.
For training purposes, e.g. simulators used by ﻿ and town planners
Successful examples
Official campaigns
- Australian government: to encourage people to ﻿ more
- overseas local authority: to reward drivers for not speeding
Health
- a staircase at a station that worked like a ﻿.
- a game that helps recovery when old people hurt their ﻿ in a fall
Things to consider
It's important for gamification to be ﻿.
Need to think about the laws regarding ﻿.

❓ Transcript

Gamification

Today we're going to look at how the phenomenon known as gamification has really exploded in recent years.

So what exactly is gamification?

It has been defined as the use of games thinking and mechanics in non-game situations, such as for business.

Up to now, its most common function has been marketing.

It is extremely popular with big companies, but as we'll see, it also has many other uses.

Gamification techniques work on our natural desire for competition.

One way they do this is by providing a reward, for example, badges or points, or providing a type of virtual currency.

But don't be fooled into thinking the concept is a novel one.

Just think of the frequent flyer incentive schemes that were initiated by airlines to try and retain customers.

In fact, it's been around for years.

However, it has become more prolific with advances in technology.

So how is gamification being used?

Well, it is seen as an excellent way of obtaining almost instantaneous feedback through common social media sites.

However, there are other areas where it is increasingly being used, in particular as a means of trying to convince people through fun activities to alter their behaviour.

Another use is in education or training in the workplace, especially when it is just not feasible to train people on the real thing.

Good examples of this are the aircraft simulators used by pilots or the urban simulators used by town planners.

So let's look at a few examples of the successful implementation of gamification.

One perhaps surprising use of gamification has been in official campaigns by governments and authorities who have quickly seen its potential.

In Australia, the government developed a smartphone app called MyFitBuddy, whose aim was to help people get off the sofa and exercise.

The app provided plenty of motivational content to ensure people got the encouragement they needed to increase their levels of activity.

Overseas in one city, instead of just punishing the drivers caught driving too fast, a local authority conducted a trial where they rewarded good drivers with free entries into a draw.

The trial was so successful that it resulted in a 22% reduction in speeding.

Gamification is also playing its part in helping people make healthy choices.

In an attempt to get commuters to walk instead of using the escalators in an underground station, the staircase next to it was transformed into a piano.

It had a touchpad underneath which played notes as people stepped on it.

When it was in use, almost everyone opted to use the stairs instead of the escalator.

Another example is a medical research company in Australia.

They realised the potential of gamification to help the elderly recover much more quickly from accidents.

When the elderly fall, the most common injury is not to the arm or the leg but to the hand, so they took an already popular computer game which involved people smashing fruit and adapted it so patients could practice their fine motor skills in a fun way.

Now, there are a number of things to consider when using gamification.

First of all, there is no way it can work unless it is fun.

In fact, without that element it could have the complete opposite effect on the consumer.

In addition, as companies are often obtaining a lot more personal information and data on their customers this way, they should always be mindful of their legal obligations in terms of legislation relating to privacy.

So now it's over to you to think of other examples of gamification that you might have come across.

🔥 Answer key (đáp án và giải thích)

marketing

Giải thích chi tiết

Hello Dolbie 🤩 Cùng chinh phục câu hỏi này nhé 😁

🎯 Xác định loại từ cần điền: danh từ (dựa vào ngữ cảnh “In business, it is frequently used for ___” → cần điền một lĩnh vực hoặc mục đích sử dụng cụ thể trong kinh doanh)

▶️ Thông tin cần nghe ở: đoạn sau khi định nghĩa “gamification”, cụ thể là: “Up to now, its most common function has been marketing.”

☺️ Cùng xem giải thích nhé: Trong đoạn này, người nói đưa ra ứng dụng phổ biến nhất của gamification:

“its most common function has been marketing” → Đây là cách diễn đạt lại của cụm trong đề: “frequently used for…” → “most common function” = thường được sử dụng nhất → “marketing” chính là từ cần điền

✅ Đáp án đúng: marketing

🧐 DOLBIE lưu ý: ❌ business => Quá rộng, không cụ thể và không được nhắc là “most common function” ❌ sales => Không được đề cập trực tiếp trong bài nghe ❌ advertising => Gần nghĩa với marketing, nhưng không phải là từ được dùng trong bài

Chúc Dolbie học tốt và tự tin hơn trong bài thi IELTS nha 🥳💪

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