Gamification, or utilizing game mechanics to increase employee and customer engagement, has become a leading practice among organizations across the world. Companies such as Google, eBay, Boston Consulting Group, Accenture, Cisco, Huawei, Samsung, AIG, Fidelity Investment, UPS, Nike, Tesla and more have utilized gamification to drive massive ROI by understanding how the brain works and the behavioral science behind it.
This includes internal gamification that allows employees to become more creative, competitive, collaborative, or engaged, as well as external gamification to motivate customers to purchase more, buy faster, refer their friends, and come back continuously.
An engaged workforce pays dividends! Reductions in absenteeism and turnover decrease costs, while the increased productivity and sales positively impact individual and team performance.
Gamification is everywhere around us. Just a couple of interesting examples include the Speed Camera Lottery, Piano Staircase and the World's Deepest Bin. From your gaming app on your phone to eCommerce platforms, social media sites and reward programs as well, gamification comes in all shapes and forms. It entices the-end user to perform a certain action faster than he or she would have otherwise.
Researchers have ventured to break games into inherent parts and a number of them have identified eight elements: rules, goals and clear outcomes, feedback, rewards, problem-solving, players, safe environment, and sense of mastery.
Gamification looks to implement game aspects into day-to-day business activities – connecting with the next generation in their native language and tapping into a passionate older segment that has grasped gaming. As the bridge to the post-digital era is being built, organizations are capitalizing on this transformation.
It’s about competing in a rapidly evolving world, but it is also about the people and creating a genuinely innovative and engaging environment that drives them to spend more time and interact with the brand.
Like any project, the success is based on utilizing qualified and knowledgeable resources to plan, execute and deliver the expected results. These resources must understand the unending number of advantages that Gamification offers and how they differ according to the type of business, group, objectives, etc. A qualified team can implement the game logistics and elements that are designed to boost certain metrics. The main metrics of prosperity include engagement, influence, loyalty, user generated content, time spent, and virality.
Gamification designs should be tailor-made according to the needs of your players, whether they are employees or external users. Furthermore, these needs evolve over time and hence it is of utmost importance to create the right strategy that takes this into consideration.
Regardless of the approach you take to build your strategy, we recommend you start with Strategy Design Workshop at a minimum so that you can correctly create a sound Gamification strategy and which will enable you to develop and build upon this strategy over time. We will provide you with the tools required to increase your success rate as well as understand how human motivators work.
Now that you have a better sense of what Gamification is and how you can benefit from it, scheduling the Strategy Design Workshop is a good start. You can then move onto the other workshops, to gain more tools, knowledge, and understanding of how to gamify your environments and drive that engagement to new highs!