Business gamification

Gamification is the application of concepts used in games in out-of-game environment. It is one of the forms of motivation and engagement of people in achieving their goals. It finds application in various environments e.g. business environment (business gamification – on which we focus in this blog), social environment (improvement of life environment Recyclebank, support for solving big world problems Evoke).

Particular examples of use of business gamification

internal company use:

– employee recruitment: recruitment to the U.S. Army
– management: management skills improvement Virtonomics,
– knowledge management: Bluewolf,
– sales: simulated training of salesforce, increase of performance of sales reps – nitro for salesforce,
– performance management (suggestion of KPIs, streamlining): The E-mail Game, restaurant staff objective logistics, performance evaluation (Lee Sheldon’s grading procedure in learning)
– support: Freshservice, Freshdesk
– RaD. (employee support, customer innovations): Tongal, Progress Wars
– support for doing ordinary, less interesting tasks: Chore Wars

external (company-customers) company use:

– used mainly in marketing, in customer life-cycle phases
– acquisition of new users: referral registration on Airbnb, Samsung notion, burger building on 4food,
– cross-selling, upselling, retention: e-learning: Treehouse, Kaplan University; personal finance management: Mint; fitness programmes boosting sport performance: Jillian Michaels, Nike+, Zombies, Run!;
– loyalty programmes (gaining points for buying a product and exchanging these points for other value e.g. discount, getting badges for sharing knowledge that satisfies the need for status afterwards, etc.): Teleflora, Tesco Clubcard, Verizon Insider, Samsung Notion, LinkedIn endorsement (increase of status for expertise), 4food, Carwings by Nissan, knowledge sharing: Engine Yard, Stack Overflow, The Giffgaff Forum, The Sap Community Forum;

Why should gamification work?

There are some similarities between real-life environments and game environment. It is obvious and proven that players are happy at the time of playing and they are highly engaged in playing games, therefore it makes sense to transfer some principles from game environment to real-life environment. Gamification is based on game design and specific scientific findings, especially proceeding from psychology (needs and motivation, neuroscience). Gamification is supported by successful practical applications.

Basic gamification pillars

1.context

environment
– analysis of target environment: type of environment (cooperative vs. competitive); organisational structure (hierarchical vs. network structure), and other aspects of company culture e.g. value system, innovations, transparency, etc.
personal aspects
Motivation: if we support a person motivated by inner motivation(like doing job) with extrinsic motivation (external incentives, e.g. money) then his/ her response can be negative, or he/ she will be doing required activity until getting those external incentives
Neuroscience: accounts for a lot of aspects of people’s behaviour.
Change management: how people respond to change, what they gain from change,process of change,.. .

2.game design

– identification of suitable game elements:
– techniques (PBLs – points, badges, leaderboards)
– principles (engagement loop, progression loop, rewards)
– models (e.g. MMOG model)

3.gamification process

There are multiple gamification frameworks nowadays, and some of these frameworks will be presented in one of the blogs released later.

marek malý

marek.maly@ambiso.sk

Like helping people, Business & IT, research & innovations, nature, travelling, sports(bike, mountaineering, ..)

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