A notable example of gamification is The 39 Clues series from Scholastic. In order to progress through the online missions users must read the books for helpful clues. This method of combining two modes of entertainment allows publishers to reach a wider audience, specifically those consumers who are more interested in games than books.
Some consumers worry that technology has destroyed our attention span. We no longer have to spend hours searching for information. Almost everything we need is at the tips of our fingers (Critchley, 2013). However, as The 39 Clues series demonstrates there exists a middle ground that can simultaneously promote sit down reading and user interactivity.
As Gabe Zichermann, a published author on the topic of gamification, states, “…three generations of kids have now grown up playing video games as their primary source of entertainment — outstripping movies, music and books — and so the experience of playing games has ‘changed their brains’ and style of ‘interaction with the world.’ This being the case, if a publisher wishes to retain or grow market share he must engage with the phenomenon of gamification.” (Kalder, 2011). Businesses appear to have taken this advice to heart and are adapting, none more so than children’s publishers. For example Ladybird has begun adding impressive gamified material to their lists. Some of their titles include, Peppa Pig Me Books and Topy and Tim Start School. These and many others are sold in the form of apps rather than enhanced e-books.
Given the superior programmability of Apps they are better suited to present gamified material than enhanced e-books. However, applications are sold through Google Play and the App Store, which may not provide the desired visibility for bookish products. On the other hand enhanced e-books have the advantage of being sold through well-known e-book distributors including, Amazon, Barnes & Noble and BAM.
Gamification is intended to motivate users but publishers are concerned that gamifying content will generate dissatisfaction in users who fail to progress through the material (Nawotka, 2011). However this opinion is likely unfounded as gamifying books is designed to make them more interactive and inspiring, not discouragingly challenging. Successful gamification can be done in a variety of ways for example, a progress bar, point system, awards and competition. Nevertheless publishers may wish to be aware of possibly alienating consumers and ensure their content is purely supportive.
Future publishers may find themselves cultivating less traditional manuscripts and more storytelling material. Although gamification moves away from traditional publishing it presents an exciting opportunity to evolve the industry into a more interactive and broader business. In order to succeed publishers have to ride the waves of a changing society.
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Bibliography
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