Gamification is taking the auto industry by storm!
Back in 2019, Elon Musk defined the goal for infotainment in cars as the ability to have the most amount of fun while driving.
A few months later, he hinted at the possibility of introducing a layer of virtual reality to the car driving experience whereby drivers could indulge in games like Pokemon Go, Pac-man, or even Mario Kart and Minecraft.
Although he clearly stated that drivers could partake in gaming while driving safely, the idea invited not only curiosity but also a fair amount of scrutiny.
Some speculated that front cameras on Tesla cars would map the road and interject virtual characters on the display, causing unneeded distractions and, consequently, an increase in traffic accidents. The concept of Full Self Driving (FSD) further augmented apprehensions amongst those who could not imagine surrendering full control to a machine while navigating busy roads.
In all fairness, FSD is not entirely rooted in recklessness. Since the feature allows the car to automatically stop at traffic lights, it can actually contribute to safer driving habits. In fact, it has led automobile manufacturers to investigate more ways in which concepts of gamification can be applied to make roads safer.
So, What Exactly is Gamification?
In the simplest terms, gamification incorporates elements of game play into a system in order to enhance interactivity between the system and the user. The end goal is to engage the user with the system and complete tasks without burdening them with excessive information-finding.
Automobile manufacturers are particularly interested in making gamification a notable component of the car driving experience. Today’s vehicle is not just engineered to transport you from Point A to Point B; it is designed to be the ultimate driving machine equipped with state-of-the-art features meant to entertain you.
What’s more, manufacturers want do their part in making roads safer. They know that gamification works because it naturally appeals to the human mind. People love to partake in activities that engage their mind in such a way that the task at hand does not feel like work. And the fun heightens when some sort of reward is introduced within the context.
It is easy to understand why automakers are heavily investing in making future vehicles more engaging. In 2016, General Motors CEO, Mary Barra, announced that the company was working actively towards introducing ‘connected electric cars.’
What she meant was that GM understood that customers were expecting a seamless integration between their vehicles and their smartphones. Millennials, after all, desire the ultimate driving experience. Their needs have evolved, given the advanced technological age they’ve grown up in.
GM takes this vision one step further by using gamification concepts that will contribute towards vehicle efficiency and safety. Nissan, Honda, and Ford too have invested heavily into finding ways that will encourage drivers to promote fuel efficiency.
The Ford Fusion Hybrid displays the graphic of ‘efficiency leaves’ that grow in number in response to the driver’s efforts to reach pre-established vehicle efficiency levels. If the driver is handling the car conscientiously, the number of leaves on the virtual plant grows… and that motivates him/her to adjust their driving behavior.
Safe Driving Apps Support Gamification
A number of apps have also popped up recently, each contributing to reducing traffic congestion and promoting safe driving behavior. Apps such as Apple’s CarPlay and Ford’s AppLink employ concepts of gamification and interface seamlessly with the vehicle to guide safe driving habits.
It is easy to see how gamification can introduce the elements of competition and social activity into something as simple as driving a car. Low-cost incentives such as stickers or the efficiency leaves mentioned above can play a major role in the transport context.
The incentives become even more appealing when they involve cash rewards. For instance, Allstate Insurance offers the Drivewise app that allows patrons to save money as a reward for safe driving behavior.
Escape Room on Wheels!
The pandemic resulted in isolation and hunkering down behind closed doors. Although this resulted in inconvenience for many, it also sparked a renewed interest in making the best of one’s time within closed quarters.
Introducing the Mustang Mach-E – an Escape Room on Wheels!
Ford masterfully integrated elements of the popular game into an app that uses specialized hardware which essentially transforms the vehicle into an interactive game room. At present, the technology is in concept phase but it has potential to be rolled out in the future for a real aftermarket application
So, what is the buzz all about?
Players indulge in the interactive experience and partake in a spy-themed concept game that tasks them with the secret mission of delivering a package. What makes this appealing to those concerned about safety is that prompts are given over the speaker system only when the car is stationary, allowing the driver to concentrate fully on the road while in motion. Moreover, the driver can enter and exit the car without forfeiting the game which is helpful because he/she is free to break into and out of the virtual experience at will.
The game uses Apple’s CarPlay to interface with the vehicle.
Aside from the fun aspect, the game can help users get familiar with the many features available to them without having to reach for the boring old user manual that nobody bothers to read. Imagine the possibilities!
Future Trends
Merging a bit of play with the driving component is not a new concept. Popular television shows such as ‘Cash Cab’ and ‘Carpool Karaoke’ have long demonstrated that driving a car offers the chance to indulge in a level of entertainment beyond fiddling with the stereo system.
The car of the future certainly has a lot more to offer in terms of keeping drivers and their passengers eager to get behind the wheel. The use of game design elements in non-game contexts can be responsibly employed to entertain or educate drivers during downtime at charging stations.
It is important to point out, though, that gamification has its limits. It should not be used to produce a full-fledged game as the end product. Maybe this is the reason why Elon Musk earned some flack from critics who imagined his version of the smart car as some sort of an arcade on wheels!
Gamification should be used as a catalyst for encouraging positive behavior on the road. Self-driving cars have seen an uptick in popularity which can only mean that we are a few years away from the autonomous vehicle becoming our primary means of transportation.
But even when the time comes when driving evolves fully into an experience that is interlinked heavily with wireless connectivity, the premise of safe driving should be strongly adhered to.
This offers a big opportunity for app developers to design games that focus on journey planning, safety, and eco-friendly driving. It also offers a wide landscape for automakers to incorporate these apps into vehicles seamlessly in order to promise a driving experience worth indulging in.
Is there another industry that is benefiting from gamification? Comment below.
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