In today's world, games are literally at our fingertips. Whether
testing your mental dictionary on Words with Friends, embracing
your inner artist on Draw Something or downloading the latest
distraction to your smartphone, there is no shortage of methods for
virtual competition. Over the past few years, the practical
application of gaming has carried over into the workplace through a
trend called gamification, and the benefits are numerous. The idea
of blending work and play was once daunting to the majority of
business leaders, but recent research shows that gamification
is helping employees become more productive while keeping them
engaged.
Gamification is the concept of
applying elements of game design to non-game contexts. A great
example of a company that embodies the gamification model
internally is Yahoo! The company created a campaign called "On the
Road With the Code," integrating Yahoo! culture with messages
about ethics and ethical decision-making. Through
visual storytelling and animated gaming sequences, the training
module enhanced employee awareness of the Yahoo! code of conduct
and behavioral expectations in an interesting and relatable
way.
Companies like Bunchball, an
established leader in gamifaction, have
found that using game mechanics helps organizations
receive real-time feedback and transparency from employees
while providing them with opportunities for
achievement.
UPS began using video games to train new drivers
after finding that 30% of candidates failed the company's
traditional training program. Hilton Garden Inn developed an
interactive game that places its employees in various
situations in a virtual hotel. All it takes is computer
access and a desire to make work fun.
Thinking about embracing gamification in your workplace? Here
are some key considerations:
- Create a program that encourages social
interaction. Most games are designed with multiple players
in mind, and workplace gamification is no different.
Healthy competition among employees can boost motivation, which
is why it's essential to allow employees to visibly share
accomplishments with one another. It keeps participants engaged and
encourages them to continuously check in and provide updates.
- Offer goal-centric badges or prizes. Put a lot
of thought into the reward aspect of your game, and employees will
appreciate it all the more. Tie badges and prizes directly into
business goals and concentrate on what employees care about most.
For example, if you want to reward your team for embracing
environmentally-friendly office practices, create a "green" reward
such as an outdoor picnic, an extra day off to volunteer with a
local environmental project or the ultimate way to give green: a
cash prize.
- Provide multiple ways to "win." A recent
case study on Accenture found that employees were more likely
to visit the company intranet when given badges for accomplishing a
variety of tasks, from specifying how long they've worked at
Accenture to publishing a blog post, commenting on a fellow
employee's blog or adding keywords to their employee profiles.
Incentivizing employees to acquire as many badges as possible
creates a well-rounded game that inspires continued play.
Gamification is rapidly becoming commonplace in organizational
culture, but there is still a lot to be learned in terms of how to
use it most effectively. Companies who embrace its core elements -
fun, motivation and play - set themselves up for a competitive
future. Are you game?
Have you embraced gamification at your company? If so,
how?