Gamification-Bring it On!!

Gamification – What is it?

Whenever someone uses the word ‘Game’, the first few things that come to the mind are the target, levels, competition, fun, etc. However, Gamification is beyond all this and still very much this. Gamification is the usage and application of these game elements in situations where they are not used or encountered.

Gamification is a concept that is used to introduce certain core elements of games (generally referring to video games), the introduction of which assists in increasing operational efficiency and increases the output of the organization. It does so by inducing a culture which assists in improving the measurable parameters such as throughput and non-idle work hours. It also enhances other work parameters that do not measure directly but are a key aspect of improving the overall efficiency of the organization in terms of the output generated.

Non-measurable parameters may include:

– Motivation
– Contentment levels
– Sense of achievement
– Self-Actualization

Gamification inculcates a spirit of positive competitiveness among coworkers and is also expected to introduce a sense of camaraderie into the participants or ‘players’, as they are known.

It should be however noted that these benefits cannot be generalized and will apply only to certain gamified implementations, depending not only on the context but also on the game elements themselves. The design and implementation of a gamification system appears like a cakewalk; however, it is far from it. There are many parameters that come into play and only an expert in the design of ‘gamified’ system design can take care of all of them.

 

Types of Gamification?

Gamification can be broadly classified into two parts:

Structural Gamification:  This is the application of game-elements in the content, without any alteration in the content. The structure around the content is laced with the elements of a game to make it more appealing. The focus of structural gamification is to motivate the person to go through the content and easing out the process of learning through points, badges, achievements, levels et al. The knack of unlocking the achievements maximizes the interest of the player and forces him to learn as the game progresses.

Content Gamification: This is the alteration of the content by the application of game elements and making it more ‘game-like.’ These elements enhance the way of explaining the content by providing certain contexts and activities being used in the games. Content gamification integrates interactive elements of the game to content as a means of increasing user engagement.

 

Gamified systems: Why do we need it in a business setting?

The reason is simple. Humans are erratic. This implies that human resources are difficult to control. There are times when they tend to lose focus and motivation to move ahead. A degree of stagnation may ensue because of this, both on a personal level as well as an organizational level

This discussion only proves the fact that the unlike machines, human resources can sometimes lose sync of the organizational goals. Also, it may be a tad bit difficult to analyze and correct the reasons for the same irrespective of the time and resources put into it. Hence, there has to be a system in place that minimizes the chances of this behavior and makes sure that the actions of the resources are aligned to the business goals. This is where gamification comes in.

 

Why Gamification works?

The video game industry is booming like never. The primary reason for the same is the retention of the gamers and the emergence of new ones. There are many reasons for the same. One is that the quality of games is in pace with the technology which improves the experience. This motivates them to play and once the people are hooked, there is no coming back. The games are designed in such a way that it keeps the gamers craving for more. The sense of achievement that it introduces, the storyline it presents and the feeling of superiority it gives are the reasons why gamers come back to do the same thing over and again.

An ideal Gamification system in an organization should inculcate the same sense among the employees. If the gamification system is in line with the business goals and is well taken up by the employees, it behaves as an incredible tool that not only improves the output from the employee that assists in business growth, but also give a sense of personal achievement to the employees that makes them want to come back for more.

 

Implementation of Gamification:

Gamification can be as simple as setting up points based reward systems in organizations to complex systems that integrate every aspect of the organizational employee experience into an all-encompassing system that immerses the employees in a world that is not that far from a video game world, full of story-line progression, levels, reward systems, skill progression and much more.

The implementation though is not as easy as it seems. There are multiple factors that come into play. There are multiple questions that arise.

– What is the plan to phase in the system?
– How do you communicate about the game?
– How will this be received by the ‘players’?
– Is the incentivization methods adequate?
– Why Assessments on Gamification?

As the industries move towards gamification, a plethora of questions, like the ones mentioned in the previous section, will arise. If they are not answered in the initial stages, there are high chances that gamification may backfire. Hence it is of paramount importance to assess the system and its stakeholders before going ahead.

This calls for a comprehensive assessment item that helps you predict an outcome of this implementation. An assessment is also needed for the receiving end to check how will their reaction be to the new system. Moreover, the designer also needs to be assessed to ensure his understanding of the implementation with your business in perspective.

 

WeCP’s Gamification Assessments

The gamification assessment that WeCP provides is centered around your business and is an adequate method to assess the system and its stakeholders. Our offerings assess:

  • Roots of Gamification
  • Deconstructing Games
  • Motivation and the Psychology behind it in an organizational perspective.
  • Business applications of Gamification
  • Assessing a business with the compatibility for Gamification

 

Type of assessments that WeCP offers:

1. Product Gamification

Sample Problem: An online food delivery giant wants to implement certain game dynamics/components in its online ordering system in order to increase order size and frequency in the current customers and, at the same time inspire hunger among new users.The organization expects you to figure out and implement certain game elements like award points, badges, leader-board and incentivizing points/benefits by social media share. Explain in detail the pipeline of implementation and the gamified components/dynamics which you can add to meet the company’s demands.

 

2. Marketing gamification

Sample Problem: A world class brewing company is a major sponsor of UEFA Champions League.They want you to implement certain game elements and plan out a marketing campaign on a global scale to elevate the company branding and user engagement by exploiting the association with UCL. The company expects you to publicize the incentivization for rewards on the certain predictions given by users on the gamified platform designed by you. They basically want you to promote betting and channelize it to the customers in a very attractive and user-friendly manner. Explain the process in detail, highlighting the prominent use of leader-board.

 

3. Organizational gamification

Sample Problem: There are certain game dynamics/components that need to be applied for a gamified system in an organization that works as follows: The organization wants a certain team based atmosphere to be created, to move towards goals together, upgrading skills along the way. The overall goal is not a head to head competition, but the gamified atmosphere can work as such.There is a predefined final goal to be reached, with a set of milestones. Explain in detail the gamified components/dynamics that you can add that would work in such a scenario.

 

4. Practical gamification

Sample Problem: In the recent times, The Delhi-Jaipur highway has become a dangerous drive. To overcome this grave situation, GOI wants you to implement a gamified system in all the automobiles which encourage the drivers to maintain speed on the highway. Although the highway looks smooth yet the reports say that accidents happen because of overspeeding and under-speeding.Use the game elements of rewards for slow speed and incentivize it further with some achievement to encourage the habit of slow driving and thus reducing the accidents. Explain in detail the gamified components/dynamics that you can add that would work in such a scenario.

On a concluding note, Gamification can be an outstandingly effective methodology when used appropriately by skilled talent who can survey, assess, design and implement such systems in various contexts. Such systems can result in immense benefits for business stakeholders, and there is a huge need (and scope) for administering assessments in the field of gamification in order to justify the investment of time and money into the talent that creates such systems.

We at WeCP deeply understand this both from the business perspective as well as from an assessment design perspective and would provide our specialized expertise in the creation of problems for such assessments.

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