Attended a gamification seminar

Nice to meet you.
I'm Matsuyama from the Yokohama Office Development Department.

I attended a gamification seminar
entitled "The future of the expanding gamification market and development efforts through Game Commune,"

GameCommune https://www.gamecommune.jp/

What is gamification?

I think the concept of gamification has been around for a while (about 10 years ago)
.

"Applying game design and gaming principles to things outside of games"

The idea is that adding a game element to anything can improve motivation and persistence.
It is actually used in work, learning, evaluation, etc.

Speaking of which

To digress a bit,
I ride my bike as a hobby.
On rainy days or in the middle of summer, I stay indoors and ride my rollers, which is quite tiring.
I keep pedaling alone in a room with no changing scenery... I feel like a hamster ^^;
I've been seeing a lot of information about a service called Zwift lately, which apparently
allows you to do bike training as an MMO. There are

many motivational features implemented, such as the ability to choose a virtual course, ride with other users (apparently there are professional riders),

This reminded me of the

above and I thought adding a game element to training might also be a form of gamification.

I've gone off topic quite a bit.
Let's get back to the topic.

In this seminar

This seminar introduced specific examples of the gamification market.
Rather than examples of adding game elements to existing activities like concepts or Zwift,
the talk focused on how games can be used in areas other than games, such as advertising and attracting customers.
All of the examples introduced are public, so if you're interested, try playing them for yourself.

Case Study 1

Japan Post Kids Site

First up is Japan Post's kids' site. It
was the smallest in scale, taking just three months to develop.
It also has educational elements, allowing parents and children to learn about postal services in a fun way.
We often hear that people are increasingly turning away from postal services, so the aim seems to be to get people interested in this sort of thing.

The mini-game "Crawl Game: Post Bear and the Winding Road" is a nostalgic tick-tock-bang-bang type game.
It's quite difficult.

Case Study 2

U-CAN Quest

The second one is U-CAN.
It took six months to develop.
It targets young men and is an RPG (pixel art).
After clearing the game, your occupation (in the game) is diagnosed based on the choices you've made up to that point, and
recommended occupations (in real life) are displayed at the end, encouraging you to obtain qualifications.
It takes about 30 minutes to complete the game.
By the way, my results were

[Your and your friends' types]

[Recommended occupations]

he's a monk type.
Looking for a warrior type colleague!

Case study 3

Nippon Toter (Step Ride)

Lastly, there's Nippon Toter.
They're a company that runs publicly managed racing events.
This time, the game was based on Keirin.
The aim was to attract interest from women who don't have much interest in Keirin.
The game system is based on a novel game for women that I'm personally familiar with from my previous job.
The development period was 12 months, and it seems like a lot of effort went into making it. They
've even added storylines and developed merchandise.

summary

As seen in the examples introduced here,

it seems that a market is growing that utilizes games as an experience
, rather than simply providing information, as a new form of digital marketing , without being constrained by the payment strategies of social games up until now,
is also attractive as a job.
Also, the fact that the development scale is not particularly large
seems to be an opportunity for young employees to hone their skills.
It would be fun if Beyond could take on more projects like this in the future.

lastly

I have opened the system development service site "SEKARAKU Lab" to which I belong.
Beyond is a one-stop service for everything from server design and construction to operation, so if you have any trouble with server-side development, please feel free to contact us.
SEKARAKU Lab: [https://sekarakulab.beyondjapan.com/](https://sekarakulab.beyondjapan.com/)

Well, that's all for today. See you next time
.

P.S

I would like to introduce Zwift, but I'm worried about the significant initial investment required