Many individuals get confused by the word "gamification." The "game" section of the dictionary-recognized word can be viewed as somewhat of a misnomer. Many associate gamification with gaming (the type that entails either gambling and/or extended hours in a dark room).
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Gamification, however, is in fact quite different and a lot more scientific than those activities: It’s the practice of synthesizing the very best ideas from gaming, loyalty programs and behavioral economics, with the purpose of driving user engagement over indifference.
Gamification’s appeal derives from memories and skills many folks have learned from games since childhood. The same fundamental motivations, choices, engagement and rewards constitute today’s sophisticated gamification applications: Salespeople, for instance, can win rewards if they reach certain goals, and contend with one other to realize those rewards.
Recognition and a feeling of competition are strong motivators, and gamification works since it taps into most of these to keep sales teams engaged.
In a few industries, gamification has begun replacing long-standing marketing and educational techniques which have lost effectiveness in areas like organizational performance, social change, brand relationships and talent development.
That is turning gamification itself right into a massive industry likely to grow to $2.8 billion by 2016, according to experts.
The movement is a worldwide one. India recently established its National e-Governance Division (NeGD), inviting digital media and gamification agencies to greatly help transform that country right into a "digitally empowered society and knowledge economy." And social meetup groups are thriving: Holland’s “Gamification World Meetup Netherlands” boasts a lot more than 250 members either employed in the field of gamification or wanting to implement it of their organizations.
The Gartner Group, actually, projected that 50 percent of corporate innovation will be "gamified" by this season. All this interest is happening as the concept has shown to motivate employees and customers. SAP, for just one, is using gamification to improve just how it engages its 282,000 customers.
"Gamification in the task environment is really about how exactly to create people’s jobs better and steps to make people’s work life better," Gabe Zichermann, industry expert and chair of the Gamification Summit, explains. "We often hear, ‘You must do everything you love and follow your passion.’ Almost all people don’t actually reach do that within their work life."
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Gamification can be being found in the organizational work place to help with making training, feedback and processes more engaging, improving the product quality and efficiency of work. Concurrently, it really is transforming productivity into something a lot more fun.
The Advanced Learning Institute identified eight ways organizations are employing gamification, to:
- Increase employee engagement: Using gamification technology to help expand engage employees within their everyday tasks.
- Increase morale: Programs that bring productive fun in to the workplace.
- Recruit and onboard top talent: Creating a far more enthusiastic and highly engaged workforce, leading over time to raised productivity and retention rates.
- Build brand loyalty: Making employees feel just like they are part of something important, so they tell others and be brand ambassadors.
- Create better employee training programs: Gamifying working out process to re-engage and re-energize the training process.
- Increase healthy workplace competition: Being truly a catalyst for creating healthy competition and driving higher productivity.
- Promote and influence desired behaviors among employees
- Improve employee collaboration: Driving user-adoption of tools, for both customers and employees
At the enterprise level, effective gamification integrates engagement software into existing tools and processes. “We be prepared to see more companies adopt technologies that integrate gamification with platforms like Salesforce since it provides incentives and employs the same techniques game designers use to keep players interested, as a way to achieve the engagement necessary for sales teams to exceed their quotas," says Jonathan Gale, CEO of NewVoiceMedia.
The gamification industry is becoming an extremely hot topic among the luminaries attending leading conferences, like Dreamforce, the Gamification Summit and Gamification World Congress, which lately have already been useful vehicles for spreading the term on guidelines and services.
But what could be the biggest factor driving gamification’s business adoption is how it can help solve some deep-seated problems in modern office life. Folks are overwhelmingly distracted with today’s social and mobile toys, and, meanwhile, work entails a whole lot of tedium. One is a lot more appealing compared to the other, and gamification has been used to transform that.
"Among my favorite examples originates from Delta Airlines," Zichermann says. "That they had a project called ‘Ready, Set, Jet’ at Delta, where Delta on-shored their call centers and had a need to discover a way to get call-center employees to accomplish more training also to find out more." The company’s campaign featured mini games, called "Ready, Set, Jet," that got Delta employees to accomplish four years’ worth of trained in an individual year.
With results like this, I have without doubt we are reading far more about gamification in the coming years.
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