The first gamification : the case of United Airlines
Gamification is a topic known to many today. Whether in the field of marketing, human resources, training … A good number of companies have embarked on it in order to improve their offers, differentiate themselves from the competition or even build customer loyalty.
Many believe that gamification systems were born with the advent of digital and online platforms. However, the first gamification systems appeared much earlier. Historically, Americans are the first to have embarked on this, and with a very specific goal : loyalty.
1981: The Aadvantage program
The first concepts of gamification were born in the early 1980s. In 1981 exactly, United Airlines launched its AAdvantage program. The principle is quite simple, drawing inspiration from video games, and in particular the point system, the American airline is launching the first loyalty card. Flying with the company allows you to earn points. In the same principle as a lambda video game, where, over the actions performed, you earn points in order to unlock new levels.
The United Airlines card therefore allows you to accumulate points as a traveler. On each flight with the airline, and depending on the distance traveled, you earn a certain number of points. Each point is tallied and kept on the map. The goal of this gamification is quite simple : encourage customers to travel with the same company all the time, in order to unlock benefits over time.
To launch and test its AAdvantage loyalty program, United Airlines created a database with its 150,000 best customers. They were the first members of this loyalty club and their enthusiasm for the company continued to grow over the years.
The principle of the first loyalty card
Points are the first element of gamification used by United Airlines. Obtained with each flight according to the distance, they allow to unlock the statuses “silver”, “gold”, and “platinum ”. These points therefore allow you to obtain rewards.
These badges (“silver”, “gold”, “platinum ”) obtained after several flights give the customer a “VIP” status. They make the traveler feel special in the eyes of the company. Indeed, a traveler with a “Silver” badge has a special status where he does not need to queue on the boat. A “platinum” traveler will have a priority pass to get on the plane, but also to bring his suitcase to the boat, passing in front of all other customers.
Each badge brings its share of “prestige” rewards for the customer who will really feel valued by the brand. The strong point discovered by the airline was that beyond the fact that travelers were loyal to the company, they even went so far as to promote it to those around them. Indeed, feeling considered and “special” in the eyes of the brand made beneficiaries want to talk about it and let others benefit from their “good deal”.
The success was it, that in a few years all the airlines copied this system, as well in the United States as in the rest of the world ! Unlike many modern businesses that misuse gamification : Points are not gamification. United Airlines, using points and badges intelligently, invented the first loyalty card.
But what is gamification ?
United Airlines is historically the first case of gamification. But gamification today can go beyond the use of points and badges : Gamification to solve problems. Gamification is a tool that must be well studied, understood and analyzed before it can be used effectively. But once the subject is well acquired, it brings more significant value to the company. Exactly as we have just seen with the Aadvantage program. It is not without reason that all airlines have ended up copying this system.
