Who are the best gamification consultants

Know-how: Gamification in companies

There is a lot of what we call a game. From board games to computer games, from slot machines to soccer games. Few characteristics apply to all. However, they all have one thing in common: A game is an activity carried out by a player that follows rules and is at the same time pleasurable. With a goal whose attainability is unpredictable. The pleasure, the "pleasure-oriented activity", is thus one of the core characteristics of a game. Gamification in companies means using such properties of games in contexts that have so far been able to do without playful elements. The aim is to make tasks more attractive and motivating. In other words, to move them from the inner must-do list to the inner want-to-do list.

Many companies have already heard of gamification. But how do you integrate game elements in a business context? In which areas can gamification be used specifically? What does successful gamification look like in companies? And how do you develop such a gamified product? We provide answers!

 

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In which areas can gamification be used?

The Urge to play is deeply rooted in people. Consequently, companies can also take advantage of this. And in very different ways and in a wide variety of contexts. Let's take a look at possible areas of application for gamification in the company:

 

Gamification in the field of recruiting and HR

When looking for the right candidate, many companies rely on standards. Namely job interviews, aptitude tests or assessment centers. However, playfully enriched applications are increasingly being used here. In the form of simulated customer contacts, for example, in which applicants playfully demonstrate their talent in dealing with people.

“Recruitainment describes the use of playful, simulative elements in career orientation, employer branding, personnel marketing and recruitment” (Wikipedia).

The aim is, on the one hand, to select applicants and companies. So that the candidate and employer find a perfect fit. In addition, playful elements can also use the Application process make it more attractive and pleasant.

More about recruitainment:

 

Gamification in onboarding

Once the right specialist has been recruited, the onboarding process starts. So the introduction of the new employee in their areas of responsibility. This process is very important. Because it sets the atmosphere with which the person starts in the company. A first correct impression, so to speak. He lays the Foundation stone for work in the company. Here, too, gamification can make getting started more pleasant. As well as making contact with other colleagues easier. (See also the following section Gamification for team building).

 

Gamification for team building

A good working atmosphere has a positive effect on the productivity in the company. If, on the other hand, there are grievances between individual employees, this can have a negative effect on the entire team. Employees become loners. Job satisfaction drops. And that also has consequences for the company's performance. Team building measures are therefore of great relevance in many companies.

Team building strengthens the sense of togetherness. Creates positive experiences and links them with the company (keyword: Employee retention). And at the same time brings the motivation of the employees to a new level. Games are particularly suitable for this. After all, the idea of ​​team building originally came from the world of sports and games.

More about team building:

 

Gamification for retention and motivation of employees

You want to retain good employees in the company. Because the knowledge and experience that the existing workforce brings with them is of inestimable value. One Gallup study According to the induction costs of a new employee, it is estimated that between half a year and a full five years of the previous employee's salaries. Retention managementThis is the term used to describe the procedure to increase employee loyalty, so it is financially worthwhile. And performance also rises and falls with the emotional bond between employees and the company.

“Employee loyalty is [...] a decisive lever for performance and competitiveness. In the vast majority of cases, a lack of emotional attachment to one's own company can be traced back to deficits in personnel management: Motivated people become objectors if their emotional needs at work are ignored over a longer period of time. (Marko Nink in the Gallup meta-analysis 2016)

With additional motivation of the employees, the Job satisfaction increase. For example, the targeted use of game mechanisms can make monotonous work processes more interesting. In addition, we can also convey new knowledge that encourages and challenges employees.

More about commitment and motivation:

 

Gamification for training within the company

Thanks to further training for employees, they always stay up to date with the latest developments. And they continue to develop. If you have fun while learning, it will also be more efficient! Games are particularly beneficial learning environments. First, they encourage intrinsic motivation. Second, the basic anatomy of games corresponds (structurally) to the process of good learning.

More about playful learning:

 

Gamification as Marketing

Difficulty attracting potential customers? Gamification can also help here. For example, to attract the attention of potential customers and thus contribute to acquisition. Brand awareness can also be increased by means of gemification. Gamified advertising campaigns create interactive and emotional ones adventures. This sets you apart from the competition and will be remembered for a long time.

More on gamification than marketing:

Gamification in the company has great potential. However, it is important to take a holistic approach. In many cases, however, gamification is reduced to "PBL" (Point, Badges, Leaderboards). Then gamification falls short in companies. Or as we do it in one interview have expressed with the opinion barometer: If the manager says, "Oh come on, let's do something with a high score now, because I had so much fun playing Gameboy", it is not a good start to the project.

 

Examples of successful gamification in companies

Gamification in companies is therefore a process and not a rush-hour act. With this insight, projects emerge that are sustainable. No ephemera, but real ones Motivation boosts for employees or customers. Then a “must-do” actually becomes a “wanna-do”. A pleasure-oriented activity. And ultimately that is a win for everyone: for the management floor as well as for the employee.

As a gamification agency, we help companies from all over different industries right there. Our customers currently include insurance companies, automobile manufacturers, medical institutes, energy suppliers, transport companies, advertising agencies and many others. Here are a few examples where we have been able to help companies and organizations:

 

In 6 steps to a gamified product

How should companies proceed when using game elements:

  • Briefing: At the beginning there is a problem, not a solution. The departments and business units that will later work with the gamified solution should already be involved.
  • Research: Then you should find out everything about the target group: needs, wishes, problems with existing processes. It doesn't matter whether the target group is end consumers, partners in the B2B area or employees.
  • Conclusion: On this basis, specific user types (personas) can then be created. You can use well-known tools for clustering. In this way, psychological individualities can be translated into player types. For example, if the target group likes to compete with others, the game solution should contain appropriate elements.
  • Ideation: Only after this preliminary work is it considered which game elements can best solve the problem. Of course, points, badges and high scores can also be used. But gamification is much more than that, and there are hundreds of effective game mechanisms. A look at best practice examples from the game universe helps to find clever elements.
  • Elaboration: It is carefully selected which ideas can be combined and pave the way for the first testable prototypes. Only now is the focus on the details: who, when, where, how often and for how long. Solutions are now being found for open problems of implementation.
  • Testing: The first prototype is shown to a group of testers and used intensively. How big this group is is different in every project. The success of the prototype will determine whether the course will be changed or maintained.

Would you like to use the advantages of gamification in your company too? We support you in developing gamified approaches and concepts according to your special needs. Contact us if you are interested!

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