‘Gamification’, hey what is it? What is its meaning? I didn’t hear this term before… Gamification – a word that the marketing services world will become more familiar with as its popularity continues to rise. Although the term “gamification” was coined in 2002 by Nick Pelling, it did not gain popularity until 2010. The term “gamification” first gained widespread usage in 2010, in a more specific sense referring to incorporation of social aspects of games into software. The technique captured the attention of venture capitalists, one of whom said he considered gamification to be the most promising area in gaming. Gamification now has come to signify a new way to create value for their companies, customers and employees, among others.
Gamification is applicable not only in games like Farmville but also within enterprises. We’re now seeing consumer businesses start to adopt gamification, and as more of them achieve success through the implementation of game mechanics, they will serve as an additional set of role models for the late-adopters. “Just give them their quota, territory, price list, and phone, and they’ll either sink or swim as a sales rep.” Gamification systems work because managers endorse and support them as a metric for desired behavior. Gamification is the use of game mechanics and game design techniques in nongame contexts to design behaviors, develop skills or to engage people in innovation.
The commonly accepted definition of gamification is “… to apply game dynamics and game thinking to non-game environments to increase engagement, loyalty and fun”. The companies deploying gamification techniques grow annual revenue and average deal size faster on a year-over-year basis, and also show forward progress on lead conversion and closure ratios in comparison with non-users.
New methodologies like gamification seem to follow a fairly predictable adoption curve – one which we were unaware of at the time. First, a large, high-visibility, successful role model for the methodology appears in the consumer world. Then, mainstream media, entertainment businesses and consumer communities adopt the mechanism a few years later. Gamification is ideal for enterprises, it is ideal for research. With Gamification analytics, researchers can track activities and sort the data in record time.
Are you trying to convert a boring activity to a fun, through gamification?
Will it enhance workforce management or sales performance management?
What are the outcomes?
Is it really helping with improved performance or is it diverting from the goal?
It is important to distinguish games from gamification, and they often do get mixed together. Gamification specifically is about taking things from games and putting them into things that are not games. Gamification needs to be considered as part of an integrated strategy with holistic objectives in order to succeed. In the future, gamification will play a key role in innovation management, both internal and external to organizations, by engaging a target audience and leveraging the collective intelligence of the crowd to implement new ideas. Gamification analytics seem to suggest that it would be entirely possible to build a system build to track and analyze data associated with literally every aspect of our day to day lives.