Why Gamification?

The opinion that computer games are used exclusively by young people is long outdated. The average age of console, online and computer gamers is now 37. In particular, the prejudice that games make people "aggressive" and unproductive has turned out to be the opposite. The gaming instinct can definitely be used productively and integrated into a company. The "how" and "where" gamification can be used is discussed in the following article.

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What is Gamification?

Gamification refers to the introduction of game-typical elements into non-game areas. Such elements can be, for example, experience points, high scores, ranking lists, progress bars or virtual goods. These are used to increase the motivation and productivity of employees, hereinafter referred to as "players".

Examples for successful implementation of gamification

The picture shows two young men and women wearing mouth guards. They are gathered at a table looking at their gamification app on a cell phone. There are three laptops on the table.

Quizzes for sales staff

One company that has implemented gamification very well is SAP. The company engages and motivates their sales people so that they always know about the latest products and services. SAP uses a gamification app called Roadwarrior, which is a kind of "Who wants to be a millionaire" or "Quizduell". It is a multiple-choice game in which a "pre-call planning" session with a customer is simulated. If the questions are answered correctly, the players "level up" and get badges. Similar to Salesforce Motivation, there is a leaderboard which is structured as a zero-sum game. In addition, players can challenge others in a quiz battle and drive the top players from the top. Through this leaderboard, sales reps are motivated in a way that keeps them up-to-the-minute, making it fun to stay on top of the latest deals.

The picture shows a woman sitting in front of a table with a laptop on it. She has VR glasses on, raises her hands and plays a gamification app.

Simplified Compliance Requirements

Another well-implemented example is a gamification project implemented by Fabula Games for Bayer AG. The goal of this project was to convey abstractly formulated compliance requirements in such a way that they became very vivid for practical application. With the help of a serious game, Bayer employees were able to virtually re-enact everyday situations and practice their application. The players experience ten different game sequences (levels) from a first-person perspective and have to make the right decisions there. If the players make the wrong decisions, the consequences are vividly conveyed.

On the picture you can see a speed camera standing on the roadside in the foliage.

Lottery speed-camera

The American Kevin Richardson had a clear vision. It should be possible for drivers to reduce their speed through gamification. This vision was realized by Volkswagen, which built a speed camera lottery. The device had not only photographed the traffic offenders, but also took a picture of the drivers who obeyed the speed limit. The money collected from the speeders was collected. Everybody who drove legally had a chance to win by driving adapted. This encouraged most players to stick to the speed limit. This had the effect of reducing the average speed by 22%.

What is the best way to use gamification?

Below are six tips to explain how gamification is best used in a business.

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Communicate the process and goals of the game accurately!

Before an initiative is launched, the players should be given as much information as possible. This includes the goal of the game, the winning criteria, rewards, benefits for the company and the rules. When a gamification project is launched, all players should know the rules from the beginning to avoid unfair competition. The purpose of the game should be explained as well as the criteria and rewards.

The picture shows an old pocket watch hanging freely in the air on a chain. In the background an autumn scenery can be seen blurred. The time on the clock is 6 to 3.

Use gamification early!

Gamification should be implemented at an early stage to make it easier for future employees to get used to it. This makes it easier for the company to start future gamification projects and explain them to the employees. Here, the focus can be placed on the following features: Points: Players can earn points by completing tasks, achieving certain results, or logging onto the platform. Best List: Players have the opportunity to compete with each other here and get better as a result. Badges: Badges can be a form of reward for good work or good behavior. The badges can then be displayed virtually and can motivate other players. Rewards: In addition to badges and points, there are rewards that can be distributed in real consumer goods. These could be, for example, vouchers or monetary rewards

There are six gold trophies in the picture.

Offer desirable rewards!

Not every player wants the same rewards. Some players tend to have lower expectations, while other players expect higher validation. Small incentives (e.g. badges) will not be able to motivate players in the long run. Larger prizes (e.g. cash winnings or vacation vouchers), can increase motivation a lot more. However, since not every company has these possibilities, another middle ground could be found. Small "quality-of-life rewards" such as a day off or a voucher for lunch are small but still effective rewards. In addition, the player's successes should be posted to motivate him and the others.

There are many jungle leaves in the picture. A hand that makes the

Acknowledge the contribution of all players!

Gamification usually only makes the best players feel special and valuable. It is essential to ensure that participation in the project and winning are equally valued. This way, the other players do not feel disadvantaged. Each player should feel that it is worth making an effort and participating equally. Some kind of reward for a whole department or for a joint project is a good decision here to let everyone share in the success.

The picture shows a central sheet of paper with a graph on it. Around this sheet are two pens and a ruler. The graph shows the growth of

Track success!

With each new initiative, success and failure must be measured to improve the players and the initiative in question, respectively. Gamification can sometimes provide more benefits or more drawbacks than anticipated. A dashboard is a useful tool to analyze the gamification project for impacts that were not considered. The following metrics can be helpful: productivity, number of players, game duration, productivity, and individual metrics.

The picture shows a woman and a man giving each other a high-five. Both are sitting at a table with documents on it and a laptop. The people are very happy and laughing.

Reflect on the performance

In addition to tracking success, it is to allow players a chance to give feedback. Players should be given feedback on whether or not they have mastered the tasks. Each project should end with a summary of the data collected. This should focus on the biggest achievements and failures. The focus is on players who have done a good job, so that others can learn from them.

Conclusion

In conclusion, gamification projects can increase employee productivity and motivation. There are many types of gamification and often companies get lost in the countless possibilities. Feel free to contact us at any time with questions.

Questions

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An article by Moritz Teufel and Nikola Merkas / Status: 14. April 2021

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