What is Gamification and its context in HR Services

Gartner predicts that by 2015, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay, or Amazon, and more than 70% of Global 2000 organizations will have at least one gamified application.

So, what’s Gamification ?

Gamification! (1)

Gamification is all about using game design techniques, primarily meant to engage and retain people to achieve their goals.

Gamification was a term that was first coined in 2003 by Nick Pelling, but did not gain popularity until 2010.  The term gamification began to gather interest and a following in 2010 when companies such as Badgeville started using it to describe their behavior platforms. Gartner spurred the popularity of gamification by saying that “More than 50 Percent of Organizations that Manage Information Processes Will Gamify Those Processes” – Wiki

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 engagement with a product or service: gamification is exciting because it promises to make the hard stuff in life fun – Oxford Definition 

Here is detailed definition as per Gartner, the key elements of the gamification are:

  • Game mechanics describes the use of elements such as points, badges and leaderboards that are common to many games.
  • Experience design describes the journey players take with elements such as game play, play space and story line.
  • Gamification is a method to digitally engage, rather than personally engage, meaning that players interact with computers, smartphones, wearable monitors or other digital devices, rather than engaging with a person.
  • The goal of gamification is to motivate people to change behaviors or develop skills, or to drive innovation.
  • Gamification focuses on enabling players to achieve their goals. When organizational goals are aligned with player goals, the organization achieves its goals as a consequence of players achieving their goals.

Where can I learn more ?

Participate in Gamification Workshop here to accelerate your knowledge, Wiki defines Gamification here or you can read this book by Brian Burke.

Impact of Gamification  Technology in Human Resource Industry

Gamification in HR industry will have equal an importance primarily in people management and retention, to further scale up the existing programs.

In a research paper published by Accenture,  Changing the Human Resources Game: How Serious Games and “Gamification” are Disrupting Human Resources, the concept and real time were conceptualized in detail.

Gamification and HR Services

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