GAMIFICATION

Games are an activity that all human beings attached to for ages and create happy memories. This is because a game always goes to the motivational heart of the human psyche.

For children, the game is a means to explore the world, for adults it's a stress buster and for an organization, it is a strategy to increase revenue.

What is Gamification?

When kids hate to eat veggies, mom always comes up with some creative ideas to make veggies more appealing and tasty.

Similarly, Gamification is about making concepts interesting by adding game mechanics, game elements, and rewards and ultimately giving an engaging game.

According to Gartner Glossary, " Gamification is the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals. It is important to distinguish gamification from video games and loyalty programs, as gamification uses techniques from behavioral science to "nudge" people into achieving their goals.”

Why Gamification?

According to (Arikan and Knoben, 2014) research, the essential aspect of technology companies is "Knowledge Creation". Enhancing knowledge creation at a fast pace needs employee engagement and employees' engagement can be improved by gamification (Landers et al., 2018).

Gabe Zichermann, author of Gamification by Design, mentioned that imbibing gamification in work and training routines will help the mundane tasks fun, increasing employee skill retention by approximately 40%.

Lists of companies that make use of Gamification to increase their productivity

CUSTOMER-CENTRIC

Starbucks

The game is based on rewards the customer receives during their frequent visit. Customers moved to the higher level of the game will receive free coffee, birthday gifts, or any personalized gifts. This has enhanced the revenue by 30% in off-peak visits.

NikeFuel

An app that motivates customers to stay fit by sharing their fitness achievements with groups. Customer challenge peer participants and can observe high user engagement and improvement in customer fitness. This kind of motivation helped Nike fuel band to achieve 11 million fuel band players in a year.

KFC

In Japan to promote shrimp-based food items they launched a game called "Shrimp Attack". The game is about protecting the KFC castle from shrimps by slicing them. Earlier, the game was not much noticeable to the customers but suddenly there was a hike of 22% in registration. Eventually, the sales growth was 106%.

EMPLOYEE CENTRIC

DELLOITE

NTT DATA and Delloite used gamification to let them know their employee that what it means to be a leader and engage them in the training program.

The results were amazing out of 70 leaders who completed the training 50 leaders took up the team leadership role.

47 percent increase in the number of users returning to the site each week.

CISCO

Social Media Training- This program is meant for employees in different departments to enhance their skill set in Social Media.

The game focuses on the company's goal, that is, progressive progression, teamwork, and staying motivated.

In the journey of gamification in CISCO about 650 individuals had completed 13000 courses. Still, the numbers are increasing.

GOOD GAMIFICATION STRATEGY - BETTER BUSINESS PRODUCTIVITY

A Company should always remember that gamification is not a virtual game just to engage the employee but it is a process of engaging, training, and motivating the employee in their learning process in long term.

 Things to remember while gamification

1. Influencing the Thinking and Decision Making: The game mechanics should harness the tendency to influence one's thinking and become an effective problem solver in the real world.

2. Building Empathy: Game designing should help them to show empathy towards the team player. It should help to master leadership and work independently and should maintain a healthy relationship with the team members.

3. Break the problems into chunks: Always find a solution to a big problem it has to be solved in chunks. The company should not overdose on concepts in the game. Instead, small chunks of games for 3-4 minutes can be created which will not be mundane and employees will be eager and engaged to play the game.

4. Centric towards reward: Competition itself is a motivating factor in a game. So, more focused on rewards like fancy gifts will make the employee win more virtually than in the real world.

5. Level Playing Field: To make the learning process long-term it has to be upgraded to different levels. Levels should be personalized based on the employee's project.

APPLICATION FIELDS OF GAMIFICATION

 According to statistics, 90% of employees' gamification makes them more productive. 60% say they are more engaged. Companies that implement gamification have increased by 7 times in profit.

So, Gamification can be concluded asprofit-drivenn strategy.