When adding game elements to your site or business, be sure to incorporate a way for current customers to recruit new ones, says gamification expert Gabe Zichermann. Unlike loyalty programs, which can reinforce behaviors of existing customers, the "viral nature" of gamification can help attract new customers to your business. "At the very heart of what you're trying to do with gamification is to get people to come in, keep coming in and bring their friends to create a cycle in which your products, services and egagement drive customer adoption," Zichermann says.
Gabe Zichermann is a New York City-based entreprenuer, public speaker and chair of The Gamification Summit. He is also the author of several books on gamification, including Game-Based Marketing (Wiley, 2010) and Gamification By Design (O'Reilly Media, 2011).