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Engagement & Performance

How to get the most out of Gamification in the workplace

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.

"To incentivise your audience, we believe you must have the right solution in place which offers a balance of rewards, technology, communication and reporting".

Gamify something and create a competitive environment to drive results.

Badges are a great example of gamification. You may be more familiar with the following brands which have seen success from utilising badging functionality. LinkedIn gives you a percentage completion score when setting up your LinkedIn profile, comparing your score against other users. This mechanism encourages you to input as much as data as possible in order to achieve an ‘All Star’ badge. 

Fitbit uses gamification to motivate and engage users to enhance their workout regimes and increase daily exercise. This includes rewarding users on their progress with milestone badges and setting challenges to compete with other Fitbit enthusiasts. As a result, users become loyal with their product in a fun and exciting way.

Badges are a great tool to outline and reinforce positive behaviours which your business is trying to achieve. BI WORLDWIDE has used badging functionality on incentive programmes to encourage individuals to register, participate in an online training quiz or encourage recognitions.

Gamification should only be used if required.

Gamification is one of many functionalities BI WORLDWIDE uses and it’s only used if it will help meet the client’s objective.  To enhance a client’s programme or event, it’s important to identify the business’s objective first.

Not all individuals work in the same way or are motivated by the same outcome. We’re aware that one size doesn’t fit all, and applying gamification to your business objectives is just one of the many outputs to drive engagement and brand loyalty. To incentivise your audience, we believe you must have the right solution in place which offers a balance of rewards, technology, communication and reporting. If personal goals overlap with clear business objectives, this will achieve true success.

BI WORLDWIDE can offer you a wide range of long term sales incentive solutions that will help you achieve your targets and business objectives. By using the principles of behavioural economics, we know how to increase engagement and drive behaviour change that will give you the results you're looking for. Contact our team today to find out how we can help you.

Watch BI WORLDWIDE’s Vice President of Learning Peder Jacobsen talk more about the successes of Gamification here.

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