"Ultimately, "games" such as Instagram are a model for business interaction with customers and employees. "Of course Instagram is a game," writes Bergmann, cofounder of Solsten, a previously with Boston Consulting Group. "It's experience consists of five core elements that make up the user cycles through: goals and objectives; rules and instructions; interactions; challenges; and outcomes; rewards and feedback. The goal is to have other users follow you and interact with your content.""
"There are a lot of gamers now in the world, exceeding three billion by some counts. And this is spilling into mainstream commerce and corporate cultures - gaming strategies are now used by a growing number of companies - including Peloton, Burberry, the New York Times, BMW, and Chipotle, Bergmann pointed out. Gaming is more than simple fun and games - it has transformative power, Bergmann added."
Instagram and similar platforms operate like games, with user cycles defined by goals, rules, interactions, challenges, outcomes, rewards, and feedback. Gamification emerged over a decade ago as a method to motivate employees and customers by applying game mechanics to non-game contexts. More than three billion people engage with games in some form, and gaming strategies have entered mainstream commerce and corporate culture at companies such as Peloton, Burberry, The New York Times, BMW, and Chipotle. Gaming can transform engagement, increase loyalty, and drive digital revenue even among casual players who do not self-identify as gamers.
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