How to Invest Gamification in Business

People acquire the first knowledge of life through games.

In adulthood, love of games does not disappear because they make you focus, be more attentive and speed up the learning process.

This is the main reason that the introduction of games in different areas is noticeable today. At school, university, business trainings, or in the workplace, the process of learning and working has become more playful.

Students divide into groups and compete for spelling, law students stage prominent trials, trainers use a variety of online tools to test their knowledge, and employers get points for done work that later turn into different benefits. .

These are all examples of gamification. If you haven’t tried it yet in your business, we recommend not wasting time. It increases motivation, makes workflows more interesting and varied.

Gamification is a methodology based on increasing people’s engagement and behavior change. It implies the introduction of game elements into non-game processes.

Gamification is used for the following purposes:

  • promotion,
  • increased employee productivity,
  • increased loyalty.

Gamification can be both for an internal audience such as employees and an external audience such as clients.

Gamification in business for employees

Employees of the new generation do not choose work only as a source of income. Great importance is given to the team, opportunity for growth, comfort. In addition to salaries and certain conditions, the employer must be able to provide employees with high motivation, interest in work and healthy competition.

Gamification allows you to create all these conditions. Sales team will work even harder if they know that the winner will get a free dinner in one of the best restaurants in the city. The investment is not big, but result can be just astonishing. All team members will be eager to win the best-selling deal.

Gamification in business for customers

The business gamification enables։

  • increase sales with the bonus system,
  • increase brand recognition,
  • introduce product benefits, new products in game form,
  • increase the number of customers and their loyalty level,
  • Make communications with customers more interactive. 

Before applying gamification in business, analysing the target audience and competitors is a must. Gamification cannot be used just without a well-defined strategy. The interests of the audience need to be clearly understood to make the result more positive.

Your game must have a plan. Be sure to ask these three questions before investing gamification:

  • How is the game going to motivate people to act? Properly chosen motivation, working incentives will force people to participate in your game. For example, to make a page complete on LinkedIn you need to fill in the required fields in a step-by-step format and take some actions.
  • How will the game educate the target audience and develop their skills? Try to be guided by the usefulness principle when creating a game. Let the game educate people. Tests on business pages allow people to test their knowledge and learn something new.
  • How are you going to reward players? Always remember that the game and the prize should be of interest to your target audience. Don’t list things that are completely out of your audience’s preferences. You can reward people with a great test result with an interesting author article or useful book.

In addition to theoretical advice, we have highlighted successful examples of gamification from global brands.

Starbucks’ gamification example

The popular cafe chain has developed My Starbucks Rewards  / gamification, promoting customer loyalty and engagement. Customers register on the platform, earning points for purchases, which can later be changed with free drinks and food. The game is a three-tier that motivates consumers to visit, buy, register, earn, exchange, thereby boosting network sales and loyalty.

Nike’s gamification example

An American company that manufactures sportswear and accessories has launched a NikeFuel campaign for its Nike + community, with participants competing for their physical activity. The mobile app records all operations and converts them into units. Participants not only compete, but also provide brand visibility by sharing new achievements on social networks.

McDonald’s  gamification example

The largest and most popular fast food company put a monopoly on the tray, which will be played with matching color cards; they were also hidden in food boxes. All card collectors could win a beach ticket, game console or iPhone. People did not spare effort and money for victory by increasing the sale of food items.

It is obvious that gamification will strengthen its position over time, and the main reason for this is the change of generations. The main stuff is already the people who spent their childhood playing Play Station, and that definitely has a big impact; they are more interested in gaming, competing and winning at the workplace or seeing it at a favorite brand.

The Author: Mari Rafyan

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