What Is Gamification and Is It The Future?

Gamification: a fun buzzword

Gamification refers to using game mechanics and elements in non-playful contexts to improve engagement, loyalty and enhance the messages transmitted. The general idea is that such tools can facilitate people's attention and make daily tasks more effective and interactive. Although in the marketing field, directing people's choices is predominantly the objective.

Engagement is the focus!

Take a moment and reflect on the many times you have caught yourself being bored at the office? The numerous times that you were not able to incorporate the words of a professor. And I think we can all agree that we have spent multiple hours in which you promised yourself and others to start running, but it never happened. Gamification could be the answer! Gaming motivates us, involves us, improves us. The explanation is psychological tricks, which encourage constructing a deep link between the individual and the game. How may you ask? Our core is being intrinsically motivated, leading us to do specific actions, transforming us from individuals to players.

Gamification in HR

Gamification practices today are well seen in many sectors, especially in marketing. But also in health sectors, schools, and we are beginning to see gamification in eco-sustainability. Some examples include using game elements and dynamics to involve and improve the experience of their interlocutors and the surrounding world.
The recruiting world is also making room for this trend, creating virtual simulations that allow a realistic experience of a job activity where the user brings out their skills through playing. This allows for more accessible resume screening work and a better understanding of candidates' skills.

Gamification comes to life!

The large hotel chain Marriot hotel has developed an actual video game to improve its recruiting processes. The game is called 'My Marriott Hotel' and can be accessed via Facebook, using the exact mechanisms as known games such as Farmville and Cityville. It allows candidates to manage their virtual hotel, meet customer needs, hire staff, and create new areas. If customers are happy, they will earn points; otherwise, they will lose the points if they fail to guarantee a quality service. By bringing new candidates into an immersive and engaging hiring experience, it is possible to assess their natural interest and participation more accurately in the job they are applying for.

The international IT giant T-Service has made a business game called "I KNOW IT", which aims to test candidates within the four macro-areas of service desk, support/operation, testing, and project management. The results are collected, and the HR department then contacts the best candidates/players for an interview.

Fresh works, a service software company, used gamification to solve their customers' needs faster and smarter. The Freshservice Arcade version was designed to transform any support into a challenge between IT, incentivise and motivate employees, and guarantee better customer service. It is structured on points, ranking & rewards. Each task performed rewards you with points and allows you to climb the rankings.

Play to learn, learn to play!

When it comes to hiring new employees, gamification can have a crucial role in employee and company integration. Gamification can motivate employees, retain them, and facilitate training courses, often which are demotivating and boring. In 2014, McDonald's introduced a new checkout system to make the ordering and checkout system faster and less tedious. A game was created, which re-proposed a simulator of the new system. The training processes were speeded up and the results obtained were surprising.

Gamification could change our world, but...

Gamification could be a valuable tool to make the world a better place. But it is crucial to understand how to use this tool most appropriately. Gamification is not only about points, badges, and rankings. A mistake made by many and is the main reason why many gamified systems are not winning. We think exclusively of the product, without paying attention to the person; the real protagonist of this Is the process! Points, badges, rankings are only a medium, but to convince individuals to play, you must focus on the intrinsic motivations that move them, and people are not all the same. Meaning the projects must be diversified and adapted according to the target that you want to achieve. Gamification is not just another game that you can find in your local video store. It comes from intensive work that requires multidisciplinary skills like game design, psychology, and marketing.

Written by - Concetta Carotenuto