What is Gamification? It is the use of game thinking and game mechanics in non-gaming environments to engage users in problem solving and increase their self contributions and sense of achievement.
Gamification essentially involves using an empathy-based approach for introducing and operating a system that allows the players to enter a playful and enjoyable experience to create value for both the player and other stake holders. It does not aim at creating a game but offering a playful experience to solve a broader set of problems.
Gamification has been widely applied in marketing. Over 70% of Forbes Global 2000 companies surveyed in 2013 said that they planned to use gamification for the purposes of marketing and customer retention.
Some of the primary areas that gamification has actively been used in are loyalty programs, customer engagement, brainstorming for new ideas, education and training. Employee productivity is also been a traditional problem area where gamification has been used to increase productivity.
With the overview of the gamification concept we now look at some basic steps involved to gamify enterprise applications:
Know your Audience
Gamification terms users as players. As with any other game, the design of the gamified application needs to revolve around the player. The key thing to understand is the target audience for whom the application is designed. Identify the player and customize the experience based on the players.
Define your Goals and Missions
Based on the target audience, define relevant goals and missions. For example, a sales representative may get a mission to make a sale of $500,000 to complete the mission. A trainee in vehicle maintenance may get a mission to identify the fault based on the symptoms or problems of the vehicle.
Recognition and Sharing
It is human nature to pursue excellence and get recognized. Creating a points system, badges , trophies etc is a great motivation factor in the pursuit of excellence. Gamifying the application based on these recognition factors keeps the player engaged throughout the gameplay or during the usage of the application.
Sharing the trophies earned can garner an interest of peers and create a healthy competition. These factors can increase productivity.
Measuring the outcome
Outcome needs to be measured to closely monitor the progress and make necessary changes if and when required.
