Gamification uses elements from games (such as leaderboards, points, and levels) to engage and motivate your audiences towards a specific goal in a fun, competitive, and different way. In other words, it is using these gaming elements to improve upon your bottom line. You haven’t thought much about it, but you see this throughout your everyday life-online, on vacation, at work, at school, and many others. That 10th sushi roll free from Sushiteria in Midtown Manhattan, the Delta tier upgrade after qualifying purchases, Chip Whitley winning employee of the month, again. These are all examples of gamification.
In a previous post, I briefly spoke about the corporate gamification I have personally seen throughout my own life; Monopoly at McDonald’s and loyalty rewards at Starbucks in order to advance their own strategic organizational goals. These goals can vary in scope and depth, but the engagement and hype gamified elements provide remain the same. My examples are obviously by no means exhaustive, in the sense that gamification can be used by organizations to advance goals across their organizational spectrum, and, is beneficial in many industries.
For example, while doing the research for this piece, I learned about a small haircare business in Northern New Jersey offering their 10th haircut free. Here we see a different industry, and we see a service rather than a product offered, illustrating the versatility behind gamification. Presumably, said salon ran this promotion in order to generate more recurring visits and to increase their customer wallet share. I know, the beauty industry business in Northern New Jersey doesn’t quite convince you about the strategic benefits of gamification, so, what about these:
1) For the organization looking to find qualified talent:
Consider how the UK Government Communication Headquarters (our United States NSA equivalent) uses gamification throughout their application process. In the past, they’ve used code cracking and puzzles to lure and segment talent to make the process cheaper and more efficient. These puzzles not only eliminate non-competitive applicants immediately, but they also make the process more unique and fun.
2) For the organization looking to curate specialized skills:
Consider when the Siemens brand created a mini-game Plantville to introduce factory life to those that wanted to learn more. The company developed an interesting and interactive game that introduced people to real life situations such as evaluation of factory KPIs, a dynamic workflow efficiency process, and staffing/budgeting as a Plant Manager. All these incorporated elements require the player to adapt to dynamic conditions, consider employee well-being, and learn industry specific knowledge while playing the game.
3) For the organization looking to motivate their ecosystem:
Consider how Uber incentivizes both riders and drivers to use the app. Riders are motivated to use the app because of a cheaper price tag, mobile ordering, and point of sale efficiency. However, Uber uses gamification at the partner and consumer side by allowing all users to follow their location along on the map and a point rating which creates a hierarchical structure, and therefore breeds competition. Competition in your ecosystems can be organized and leveraged via elements like leaderboards. More game elements are seen on the partner side, as drivers see areas of high demand on their maps and also have tier levels that allow them to earn rewards like higher pay.
WorkStride’s channel incentive software allows you to run promotions that include gamification elements, including games of chance and lotteries. Schedule a demo to see it in action!