Gamification tactics are transforming the fitness industry, making workouts engaging, fun and rewarding. Utilising psychological principles and social competition, fitness apps like Zombies, Run!, Fitocracy, and Sweatcoin are motivating users to exercise regularly and intensely, turning traditional calorie burning into a thrilling point earning experience. Despite skepticism, evidence supports the effectiveness of this approach, and the uptick in demand, evidenced by the expected 22.4% annual growth of the fitness app market, confirms the commercial viability of this game-changing strategy.
In a society where digital integration is the norm, gamification – the application of game-design elements and principles in non-game contexts – is no longer an alien concept. Many industries have embraced it with open arms, using it to tackle problems and increase user engagement. Its latest conquest may appear surprising to some: the fitness industry, specifically, fitness applications.
The marriage of fitness and gaming might seem unusual, but it carries a unique appeal. Fitness can often be seen as a daunting task, especially for those with packed schedules or lack of motivation. In an increasingly sedentary society, making physical activity fun could be the key to getting more people off the couch. This is where gamification begins its role.
Fitness applications are beginning to employ gamification tactics to encourage users to lead healthier lives. Take for example, apps like Zombies, Run!, Fitocracy, and the latest sensation, Sweatcoin, all leverage on the concept of gamification.
Zombies, Run!, as the name implies, turns your regular morning jog into a heart-stopping escape from flesh-eating zombies. Fitocracy, on the other hand, grants you points and badges for the exercises you do, allowing you to level up and compete with friends. Sweatcoin combines fitness and finance by rewarding users with digital currency for each step they take, which can later be redeemed for goods and services.
Interestingly, it’s not just about making exercise fun. Gamified fitness apps also subtly utilize psychological principles to encourage more frequent and strenuous workouts. They provide instant gratification with points, badges, levels, and rewards, presenting users with continual goals to aim for. Social features like leaderboards and challenges spark healthy competition amongst peers, pushing users to exert more to rank higher.
There are casual skeptics who question the effectiveness of these strategies, but research is already offering supportive arguments. A Stanford study involving Zombies, Run! revealed that the game managed to make casual joggers run longer distances and more frequently – the very essence of successful fitness promotion.
Admittedly, some may argue that external motivation like points and rewards might wear off over time. However, the developers aren’t blind to this fact and continually work on providing additional features and fresh challenges to keep the users engaged and motivated. Sweatcoin, for instance, is now developing a marketplace to incentivize users to convert more steps into Sweatcoins.
On the commercial front, businesses are also starting to see the potential returns of figuratively turning ‘burning calories’ into ‘earning points’. According to data from Statista, the global fitness app market was worth 3.31 billion dollars in 2020 and is expected to grow at an annual rate of 22.4 percent from 2021 to 2027.
Apple, in a bid to penetrate this thriving market, recently launched Fitness+, a personalised fitness programme powered by Apple Watch. It aims to capitalize on its synced platform and quality content to keep users hooked to its fitness vision. With a dynamic workouts app and the possibility of earning awards for reaching fitness goals, Apple has certainly dipped its toes into fitness gamification.
As fascinating as these paradigm shifts are, it’ll be essential to bear in mind that the end goal of fitness gamification isn’t to replace traditional workouts or to create a virtual reality where actual physical efforts are deemed unnecessary; instead, its mission is to change mindset, to evolve the way people perceive fitness as more than demanding reps and sweat. It’s creating a world where fitness can not only be rewarding but also, enjoyable and engaging.
Sources:
1. https://www.zombiesrungame.com/
2. https://www.fitocracy.com/
3. https://sweatco.in/
4. https://news.stanford.edu/2013/11/14/jogging-video-game-111413/
5. https://www.statista.com/statistics/625034/mobile-health-app-revenue/
6. https://www.apple.com/apple-fitness-plus/
