Facebook, Ebay, XBox Live, Starbucks, Nike, FourSquare, Linkedin, Hallmark and many more big companies have done it successfully – Gamifying their websites in order to increase the time spent on their website and return visits and as a result foster customer engagement and loyalty which often turns into higher sales.

In 2010 67% of U.S. households played video games and the average gamer spent 8 hours a week playing video games. The number of online shoppers is constantly increasing, amounting to 87,5% in 2011 in the U.S. Looking at those numbers, I think it was only a matter of time that marketers find a way of combining those activities and provide an unique online experience to internet users and specifically their company’s customers.

Gabe Zichermann, the author of the new book Gamification by Design defines Gamification as „the process of using game thinking and game mechanics to engage audiences and solve problems“. It is important to add the 3 Fs (Feedback, Friends, Fun) to a customer online experience in order to keep customers engaged, motivated and coming back to a company’s website.

In this context Feedback is the process of providing users information on how they are doing. I personally think it is a great and motivating way to be shown collected points, a progress bar or popup notifications that make you want to „work“ even harder! Another way of engaging community members is to offer real-world rewards and perks. But it is not only motivating to receive (positive) feedback but also to share achievements with your friends via social networks. It is also fun to invite friends for a specific activity as part of the gameplay and share the experience, joy and exitement of playing or „running online“ as it is the case with NikeiD! Another way of connecting with people (or sporty fellows ;)) online is via User Generated Content like uploading pictures, video or posting comments on the webpage. All this is part of viral marketing and represents a powerfull tool to increase brandawareness.

Regarding Gamification from a marketers point of view, the challenge is to find a balance between providing unexpected delight to customers and long-term, results-oriented fun because – I think that is something we all can agree on – games and fun in general is a powerful force for behavior change.

In case you haven’t already been confrontated, overwhelmed or have even become addicted by some „gamified websites“, take a look at 5 brands with winning gamification strategies – I’m sure you will enjoy it!