19 lis 2020

Gamification – not “just a game” but a hype as well

Gartner predicted that by 2014, more than 70% of global organizations will have at least one gamified application – did your organization gamified their processes?

Most people assume gamification is a bunch of games put together so people have fun and a good laugh. Well, it is that, but it is much more than that – gamification can be a ‘win-win situation’ both for employees and employer if strategically implemented. Additionally, it adds up to a good employer brand among Millennials, not to mention that it helps HR folks to think about the processes from a strategic viewpoint. It is then no surprise that large companies such as Accenture, Deloitte, GE, Ford, Google, and Microsoft use gamification principles to change the way they work (1). So, what is gamification?

Gamification is the use of game-thinking and diversion mechanics in non-game situations, for example, business condition and procedures, explicitly in hiring, on-boarding, training, and development; so as to draw in clients and resolve issues. Gamification applies conduct spurring strategies from traditional and social games to non-games conditions. A successful gamification program really looks increasingly like a loyalty program supercharged to help accomplish genuine business objectives when it is extended past focuses, identifications, and leader-boards.

The HR function of any business can use gamification procedures to boost and reward workers to complete vital, however frequently ordinary, assignments. Business can undoubtedly transform the recruiting procedure into a gamified experience by compensating prospects with both affirmation and substantial advantages for completing each progression, from application to the job starting date. Many companies are replacing their paper-pencil psychometric tests with online tools, and those more open for adventure targeting Millennial workforce recruit via gamified recruitment tools such as Knack.


Multipoly online game


PWC Hungary launched its Multipoly online game in 2015 to boost recruitment and retention (2).







Another great example is Marriot International Inc. Marriott International Inc. was an early implementer to test how gamification can be used in hiring the perfect individuals. It built up a lodging themed internet game like Farmville or The Sims, to adapt planned workers with the Marriott as an association, the organization culture, and the inn business.




Giving such stimulus cannot just help draw in qualified applicants from the start but can likewise drastically increment on-boarding proficiency as applicants are propelled to finish different strides to win rewards. In on boarding process, Deloitte digitized and gamified the whole process as well (3).

Digitized and gamified Delioitte’s onboarding process


HR can also use gamification to motivate top selection workers and boost workers to allude top applicants. The open door for a worker to win “Referrer of the Year” status can urge workers to play a progressively dynamic job inability procurement and even help alleviate a portion of the weight from the HR office itself. Badgeville and Bunchball Nitro are simplest platforms used for employee motivation, and they as many other platforms come with possibilities to integrate with communication tools such as Slack or Asana.

Obligatory HR training, similar to badgering, diversity, and other programs for compliance are frequently not high on most employees’ need records, particularly when they don’t see a relationship to their everyday job activity obligations. Motivating them to remove time from their bustling day to finish these projects in a predefined time span can be a challenge.


L’Oreal uses a gaming platform, complete with avatars and rewards, to test candidate knowledge and skill sets. The game offers much more than a vetting system, however. It also teaches individuals about the business, the organizational structure, and team members who work on new products (5).





Interestingly, gamification in education will plateau in about couple of years from now according to Gartner’s research (6).


Adding a gamification experience to the web-based learning project can provoke actions. Workers who acquire rewards and acknowledgment for having completed these undertakings, or missions in the gamification vocabulary, are unmistakably bound to make it a need. HR profits by the capacity to check those chores for consistency in a convenient manner, without the weight of harassing workers to finish the projects.

The market for gamification is relied upon to develop essentially in the following coming years. The Gartner report shows that by end of 2019, half of the associations that manage development procedures will gamify those procedures and that by 2020 over 70% of Global 2000 associations will have at least one gamified application (7).

By utilizing gamification, HR officials and their groups can make an increasingly intuitive, fulfilling and mindful workforce. It can help avoid laborer disquietude by utilizing intrinsic motivators to drive alluring workers conduct and improve productivity and ROI while lessening turnover and agitate costs.

P.S. Look at some great examples of gamification here as well.


Preuzeto sa: https://www.linkedin.com/pulse/gamification-just-game-hype-well-mirna-korican-lajtman-phd/

Autor: dr. sc. Mirna Koričan Lajtman