It involves the application of educational game mechanics in context and outside games environments with the aim of resolving situations, achieving a greater commitment or inducing certain behaviors, following a series of guidelines to achieve business success.
Based on the creation of compelling and motivational user experiences in order to get involved all participants and generate “engagement”.
In recent years the gamification has experienced a strong expansion towards the corporate context, which turns it into a trend on which a multitude of interests and expectations converge.
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It involves the application of educational game mechanics in context and outside games environments with the aim of resolving given situations, achieving a greater commitment whilst inducing certain behaviors, following a series of guidelines to achieve business success.
The “Gamification” is based on the creation of compelling and motivating user experiences in order to involve all participants to generate “engagement”. In the past few years the gamification has experienced a strong expansion towards the corporate context.
The first companies to take up gamification hail in its majority from the entertainment and publishing field, adding 60% of the total.
Organizations are using the gamification for:
· Internal clients: such as IBM, this has a simulation game to show how IBM impacts effectively throughout the business ecosystem.
· External customers: As is the case of BBVA, which provides an on-line services for their customers in Spain to demonstrate in a fun way the features of their website and scores their clients´ loyalty.
In order to optimize the development moments, there are some companies that bestow gamification “turnkey” solutions, which allow the organizations to initiate gamification projects on packaged and customized tools.
The keys to success in the design of gamification business solutions are:
- Direction: should connect with something that makes sense to the user, with a story or metaphor that supplies them with meaning.
- Expertise: there is a need to address goals nested in the short, medium and long terms, so that there are always new difficulty levels to be overcome.
- Autonomy: the space must provide the player freedom to explore and express themselves.
How to build a “gamification” project in the company? It would be necessary to analyze the following variables:
1 First Steps:
1.1 What do you want to achieve? What are the objectives?
1.2 What is the audience?
2 Designing the solution:
2.1 How to make the design keep its authenticity?
2.2 Who should contribute to the game?
3 Results measurement and process improvement:
3.1 How do you track the effectiveness of the game?
3.2 What is the plan to update and create new contents?
An example of a company that uses the “gamification” is the Santander Bank.
You can download and complete the following trend infographics
In the following video, Esther Peña explains a clear example of gamification: