If there was one word getting thrown around with absolute abandon during SXSW 2011, it was gamification, a newish word to describe the addition of ‘game mechanics’ such as rewards, levels and status to the interaction between (in most cases) a brand and a consumer.
At least half a dozen panels were devoted to the topic, as well as the Keynote on day 3, where Seth Priebatsch, Chief Ninja of SCVNGR, tried to push through the hype and talk about ‘the game layer’ that is coming to, well, just about everything. In the aftermath, a lot of commentators pointed out that these ‘game mechanics’ are already well embedded in everything from Frequent Flyer programs to your driver’s licence, but that hasn’t stopped the gamification buzzwagon from picking up speed.
Need to rewind? Catch the previous episode, where Ad Agencies learn “How to be useful”.
Watch the next episode, when ad agencies learn “How not to pay for anything” – a skill they are already pretty good at.