Gamification has been a buzz word for many years but what does it actually mean? And how do businesses use this within the workplace? BI WORLDWIDE takes a look at how gamification is an effective tool to drive engagement and influence positive behaviours to meet business objectives.
Definition of Gamification
The concept of Gamification is not simply adding a game to something; it applies gaming elements such as point scoring, competing with others, introducing rules of play to a traditionally non-gaming activity, which encourages user engagement with a product or service.
How does this apply in the workplace?
In today’s world, we face many digital distractions which can often result in business leaders finding it difficult to find ways to keep their audience engaged and thriving to achieve their goals. Gamification can be used to engage individuals and drive communication in a fun and meaningful way.
BI WORLDWIDE incorporates various gaming elements such as badging, scoring, leader boards, and level completion, into client programmes and events as a way to incentivise, drive positive behaviours, and enhance the participant’s experience, which ultimately will meet the client’s objectives as a result. Humans are naturally competitive creatures, so providing them with gaming elements to compete whilst performing their expected tasks is very likely to prove successful.
Examples of incorporating gamification elements in to client programmes
Working with a global pharmaceutical brand, BI WORLDWIDE incorporated gamification into the client’s event in order to tackle the following identified challenge. Delegates were reluctant to complete pre-event research before attending educational sessions each day which meant interaction levels were low and there was a lack of understanding of the client product. To increase engagement and enhance knowledge, individuals were entered into competitions, competing with other delegates. This incentivised them to complete the learning ahead of the event each day.
In just 10 days of launching this approach, 90% of delegates had engaged and completed the required sessions, exceeding expectations. Not only had this encouraged people to complete their expected research, but people came to the sessions eager to earn more points and be recognised on the leader board amongst their peers and other regions. These types of gamification elements meant the competition and incentive continued after the event.