To give context to the concept of Gamification... Let's first recall the moments when we play... As a recreational activity aimed at having fun and enjoying ourselves, awakening the instincts inherent in us as humans. These instincts are what truly captivate us and motivate us to bring out the best in ourselves.
The Oxford Dictionary defines gamification as "the application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage customer loyalty to a product or service."
The most widely accepted definition, as stated by Wikipedia, is that "Gamification is the use of techniques, elements, and dynamics inherent to games and leisure activities in non-recreational contexts." Its objectives may include improving employee productivity, encouraging physical exercise, enhancing learning in schools, or reinforcing positive behaviors for society.
"Gamification is 65% about keeping the competitive spirit alive and 35% about achieving goals."
Game mechanics are the rules that make an activity resemble a game or recreational activity, as they engage and involve users through a series of challenges and obstacles that they must overcome. There are many different game mechanics, but some noteworthy ones include:
Since the year 2008, the business world has embraced the concept of GAMIFICATION, and its dynamics and evolution are now a prevailing trend. In fact, according to data from the Statista website, the global implementation of gaming tools is expected to represent a worldwide investment of 11.1 million dollars for businesses by 2020. In 2015, this figure stood at 1.65 million dollars.
Since 2008, gamification has continued to grow, and currently, the question for businesses is how to use gamification techniques in their learning processes to engage employees and align them with the organization's outcomes.
My experience of over 20 years in the world of Organizational Learning has allowed me to leverage gamification as a technique in online marketing and in improving employee productivity. Specifically:
As a technique in Online Marketing
Engagement. Companies face the challenge of enticing their customers and consumers. Gamification, with its system of points, levels, and rankings, has proven to be effective in motivating customers, enhancing their commercial commitment to the organization.
Customer Loyalty. Everyone enjoys having fun. What if they could do it with your products? Game dynamics allow you to engage and build loyalty with customers, encouraging repeat purchases and fostering a stronger connection with your brand.
Digital Transformation. The vast majority of gamification initiatives are digital, contributing to the modernization and image of the company. Not only that, but gamification provides a wealth of data and statistics resulting from interactions, helping you to understand your consumer more each day.
Frugal Innovation. Organizations need to create interactive spaces to stimulate opportunities for consumers to change their social behaviors in areas such as the Environment, Civic Culture, Health, among others. Gamification, supported by a points system, can accompany them in generating innovative ideas.
As a technique to improve productivity
Emphasizing that a gamification strategy within the organization should be framed within a Profitable Learning model aimed at addressing dynamic capabilities. Dynamic capabilities refer to the organization's potential to continuously modify its resource base and capabilities, ensuring it remains adaptable to rapidly changing environments.
The dynamic capabilities required to systematically address problems are:
Ability to learn quickly to build strategic assets.
Creating new strategic assets, such as the ability to retain and provide feedback on knowledge regarding customer relationships to integrate them into the company's productive ecosystem and adopting technology to enhance overall performance.
Finding the capacity within a dynamic process of transformation and reconfiguration concerning existing strategic assets.
Gamification offers a world full of possibilities for the company.