Growing need for gamification

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Growing need for gamification

Aptara Editorial | Posted on 11th Aug 2017

Companies are regularly faced with the need to adopt innovative yet cost-efficient solutions for driving revenue and improving functionalities. One approach gaining significant popularity in this digital age is gamification. This practice involves taking game-like elements and strategies and using them for real-world application.

Research and Markets recently released its Global Gamification Market 2015-2019 report, which revealed that the gamification industry is expected to see a growth rate of at least 48 percent over the next three years with the United States estimated to account for 52 percent of the total share.

How it works

"It turns otherwise boring material into an interactive experience."

Gamification takes the delivery of information and materials that would otherwise be boring and dense and transforms it into an interactive and entertaining experience. Integrating gaming technologies into an educational setting is becoming even more relevant as micro and eLearning platforms become the go-to format for education delivery. But it isn't just the education industry that can take advantage of the benefits offered through gamification technologies.

The use of apps, quizzes, points, challenges and rewards can be leveraged to improve the bottom line of a company, boost productivity and performance and significantly enhance important metrics.

Better engagement and performance
When it comes to the success of a business, high levels of engagement for both employees and customers is essential. To reduce high turnover rates and retain top performers, it is important that companies implement comprehensive engagement and reward programs - a process that is made a lot easier with gamification strategies. Managers can leverage content technology resources to create better programs for health and wellness initiatives, sales incentives and rewards and employee training and development.

Gamification can also be used to improve performance; a survey conducted by Talent LMS indicated that 79 percent of participants felt their productivity would increase if there was more competition in the environment.

Figuring out the right approach to ensure the successful execution of a gamification strategy can be difficult. There are a number of important factors companies must take into consideration. As Rachel Serpa, a content marketing manager at Gigya, pointed out, "With gamification, the main objective isn't to turn your entire site into a game; rather, it's about incentivizing the behaviors that are most closely aligned with your business goals."

Gamification can be used to fuel learning programs.Gamification can be used to fuel learning programs.

Types of gamification
In a different Talent LMS article, Aleksandr Peterson explained that there are different tiers of gamification programs that can be used, depending on the specific needs and goals of an organization.
For example, progress-based modules can be particularly motivating for workers because the virtual rewards, such as badges or points, they receive when they accomplish something gives them a feeling of reward that satisfies their need for instant gratification.

Another way to boost recognition and engagement is to focus on gamification learning that is more social-based, Peterson added. The effectiveness of this approach is evident in social media networks, where individuals are recognized and validated through the interactions and approvals something they post receives. This exemplifies how developing an internal, company-wide gamification strategy can increase engagement and interaction between coworkers.

Developing a custom solution
To ensure the adoption of gamification modules that are sustainable and cost-effective, it is highly recommended that companies work with third-party providers who specialize in learning strategies and technology.

Companies serious about taking their organizational performance to the next level can't afford to waste any unnecessary time or resources. Working with a content development firm that has its own team of developers and industry expertise will provide businesses with everything they need to plan, develop, optimize and measure the right gamification practice.

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Corporate Learning & Performance, CRM Services (Customer Relationship Management), Digital Content Development, Mobile Readiness