The gamification: applications for business

December 2016



The gamification of work processes, or web marketing strategies is a fundamental trend in today's business operations. The integration of mechanisms inherited from the video games company have made its way to several areas:
  • communication and customer relations.
  • recruitment.
  • training and learning.

What is gamification?


The gamification involves the integration of mechanisms inherited from video games in the professional workd : training and learning, websites, work situations, customer relationship.
Gamification can help:
  • To support employees in performing certain tasks, fostering their commitment to the project adding a playful dimension to it.
  • Improve collective reflection (e.g brainstorming).
  • Improve marketing strategy (e.g advertising) or customer relationship (retention).

The mechanisms borrowed from video games are:
  • Trophy and badges
  • Levels
  • Progress bar
  • Highscore tables
  • Virtual currency and gifts

Gamification and customer loyalty


The integration of gamification in commercial offers aim to foster interactions between prospects/customers and products/services offered, in order to perpetuate the brand-customer relationship.
Among the online services and tools embodying the aspect of gamification:
  • Foursquare: Via this tool, small businesses can develop and create a location-based couponing systems, a loyalty program that reward their most loyal customers.
  • Facebook: Facebook contests are another example of gamification (questionnaires, quizzes, or more elaborate gaming applications based on the competition between users).
  • Badgeville: This online service allow brands to set up online loyalty programs based on gamification mechanisms.

Serious games in the company: fields of application

Recruitment


Serious games are the most successful example of gamification in the business workd. Serious gaming is defined as "software that combines several educational, informational, communicational, marketing, ideological aspects).
L'Oreal launched some years ago "Reveal", an online recruitment game: Players (candidates for an internship in the company) run virtually in the offices of L'Oréal and earn points according to the speed they solve different types of games: puzzle, knowledge of the brand..etc

Note that: Due to high development costs, these serious games are rather reserved for large enterprises.

Training and Learning


Serious games are meant to help future entrepreneurs to understand the operation of the business: including aspects of administration, finance and marketing.
  • Cyber Budget, is a simulation game that aims to deepen your knowledge about the management of public finances.
  • Simuland is another serious game that transforms players into virtual entrepreneur. He must then make decisions in different areas relevant to this role: human resources, investment in research and development, strategic positioning of products, finances, etc..


Photo Credit: Screenshot of Serious Game by ITycom

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