Gamification (known worldwide by the English word gamification) is the use of elements borrowed from games and gaming techniques in non-game contexts.
It’s time to dispel the myth that video games are just for teenagers.
While it is statistically known that by the age of 10,000, a boy or girl will spend more than 21 hours playing games, it is also true that, according to a 2021 US user study, video games are a universal phenomenon.
In fact, the report states that there are around 2.8 billion gamers worldwide.
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What is gamification?
What is gamification?
Simply put, it is the art of applying video game elements to non-game contexts such as websites, online communities, or even everyday business processes.
By combining challenges, rewards, and competitions such as points, badges, and leaderboards, gamification increases stakeholder engagement, motivation, and loyalty.
Gamification can become the link between a company’s Purpose and its Community, which is another core attribute of an Exponential Organization.
The trend towards gamification is driven by Web3 technology.
With the advent of blockchain, smart contracts and NFTs, the scope of gamification has expanded.
This technology has opened a new era in which users can truly own their digital assets, earn income through games, and participate in decentralized communities.
Not only does this add a level of transparency and security, it also democratizes the gaming experience by allowing players to have a real “stake” in the digital world they help shape.
This has transformed gamification from simply collecting points to creating a rich and economically interconnected virtual ecosystem.
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Octalysis Structure and Epic Meaning
In his Octalysis concept, Yu-kai Chou proposes a human-centered design framework between engagement and gamification.
It explores the eight basic units that motivate human behavior, represented by an octagonal shape that we can translate as: Epic Meaning and Calling, Development and Fulfillment, Creativity and Feedback Enhancement, Ownership and Belonging, Influence and Social Connectedness, Scarcity and Impatience, Uncertainty and Curiosity, Loss and Avoidance.
Yu-kai Choi also describes Epic Meaning as a key factor in human-centered game design:
“This central engine is activated when your system inspires people and motivates them to become part of a larger plan or goal.”
Human-centered games prioritize human experience and emotional engagement.
By using these internal motivators, you can create a more meaningful and engaging experience.
Gamification can therefore be a powerful tool for enhancing epic meaning in ExOs by linking gamification elements to the larger goals and mission of the organization.
Two applications can illustrate the differences between function-oriented design and human-centered design.
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Runtastic covers from Adidas and Zombies Run!
The first is the Runtastic app from Adidas, where users can track their progress, record achievements, interact with the community, and earn badges.
On the other hand, Zombies Run! is also a running and fitness app, but it turns running into a mission where users have to run away from zombies and collect supplies to achieve the game’s goals.
From these two examples, we can see how the mechanics of engagement games use principles from motivational psychology, behavioral economics, and neuroscience.
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The Fine Art of Gamification in Switzerland
Gamification is also becoming increasingly common in Switzerland, with many companies and institutions adopting this strategy to engage and motivate their users and customers.
This trend reflects a growing understanding of the importance of interaction and engagement in both digital and physical contexts.
A prime example is the Swisscom Hero League, an initiative of Switzerland’s leading telecommunications company.
This gaming platform offers video game lovers the opportunity to participate in online tournaments, earn points and win prizes, creating an engaging and rewarding experience for its user base.
The public transport sector has also embraced gamification through programs such as the SBB Green Class, introduced by the Swiss Federal Railways, whose German acronym comes from the phrase Schweizerische BundesBahnen AG.
The program encourages travelers to choose environmentally friendly modes of transport, such as public transport over private cars, by rewarding environmentally friendly behavior through a reward system.
Swiss banks are not far behind in terms of implementing gamification.
Raiffeisenbank has integrated gaming elements into its e-banking services, offering customers the opportunity to earn badges and prizes by completing banking tasks such as paying bills and transferring funds.
In short, gamification has proven to be an effective strategy for engaging and motivating people across various sectors of the Swiss economy.
As technology advances and awareness increases about the importance of user experience, this trend is expected to continue to grow and have a positive impact on how businesses and institutions interact with their users and customers.
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How can this be applied in corporate reality?
By harnessing the human desire to compete, achieve goals, and be recognized, gamification can effectively drive behavioral change and inspire employees and stakeholders to achieve new levels of excellence.
Additionally, gamification can help create a culture of continuous improvement and innovation within an organization.
By providing real-time feedback and rewards for desired behavior, companies can motivate employees to actively seek out opportunities for growth and development.
Whether it’s learning new skills, solving complex problems, or collaborating with colleagues, gamification can provide employees with incentives to expand their capabilities and strive for excellence.
However, successfully implementing gamification in business requires careful planning and implementation.
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Consistent with the company’s values and culture
Before designing a gaming experience, it is important for companies to clearly define their goals, target audience, and desired outcomes.
Organizations must ensure that game mechanics are consistent with the company’s values and culture to avoid potential backlash or employee alienation.
In conclusion, gamification has enormous potential to revolutionize business interactions and achieve significant results.
By harnessing the power of game mechanics and dynamics, companies can create a more dynamic, interactive, and rewarding workplace that inspires employees to succeed and reach their full potential.
As we continue to embrace digital transformation and innovation, gamification will undoubtedly play a major role in shaping the future of corporate business.
