Gamification is the application of game-design elements and game principles in non-game contexts. It is the use of game mechanics to drive behaviour and engagement. Gamification creates a way for employees to monitor their progress at the workplace and act from a place of intrinsic motivation.
In 2017, the global gamification market was valued at $2.17 billion and is expected to reach $19.39 billion by 2023. The most significant benefit regarding gamification is its ability to keep employees engaged.
It is important to note that gamification is not the same as gaming.
When planning technology-based gamification, it is recommended to include the following, each of them for a specific reason:
- Points – tangible and measurable evidence: Used to keep score and establish status; or accumulated to purchase virtual or real goods. Users can earn points through activities, sharing, contributing or by creating something useful to others.
- Notifications – immediate feedback: Encourage users to continue or adjust their activities with onscreen notifications, text messages or emails. Congratulate a user for reaching a goal, encourage the next step to a milestone or promote a new reward.
- Individual/team profiles – transparency: Show users exactly where they stand on the metrics that matter to you and your audience. Individual and team profiles show progress in real-time and historically. Leaderboards show who’s just ahead and who’s behind as well as overall ranking on any number of metrics.
- Missions/challenges – goals to achieve: Missions or challenges give users a purpose for interaction and educate users about what is valued and possible within the experience.
- Badges – evidence of accomplishment: An indicator of accomplishment or mastery of a skill is especially meaningful within a community that understands its value.
- Levelling up – status within the community: Levels indicate long-term or sustained achievement. They are used to identify status within a community and to unlock new missions, badges, activities and rewards.
- Competition – comparison to others: Raise the stakes for accomplishing a goal by showing users how they compare to others, as individuals or in teams. Encourage competition with time-based, team and individualised leaderboards.
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