It is like people to grow up playing. When you are born, you are given a rattle and a stuffed animal, when you are 3 or 4 years old, we have the first doll or the first plastic car to throw you down the stairs and make you hit the walls of the house. We continue to grow, and the game is still linked to our lives, we play in the playground of the school, on birthdays, with friends or even alone with our console. Sometimes, we are so in the game that we make the mistake of taking life as such.
But all that does not stop there, the game as life also evolves, thus reaching the working world of people. And this is where I start talking about the main theme of this post, the GAMIFICATION.
There are many who still do not know this term or that includes under his name, that is why I will start with a brief definition:
What is Gamification?
“Gamification is a method that integrates different game strategies in non-recreational environments, whose main objective is to motivate and make more enjoyable the work of employees of a company.”
The gamification was born in the digital media industry in 2008; it began to be used in the education sector where teachers sought to make more bearable fun and to learn for their students. It was a tool that favored both students and teachers since what was achieved was to enrich teaching and improve academic results. Now it is in the big companies where this strategy of making work compatible with fun is being implemented.
What is intended to achieve with gamification?
It is very simple, the companies that have implemented this method are looking to motivate the work of their employees so that they are more efficient, through games in which they can get rewards, scores, be in the top of the ranking and thus get more recognition within the entity.
The gamification follows a course of three steps that also follow the traditional games with which we have grown all our lives. They are the mechanics, the process and the components of the game.
- The mechanics of the game: consists of making the user get involved in the game in a dedicated and fun way to level up, earn points, get medals and prizes, etc.
- The process of the game: here are the personal motivations of each that are fed by the rewards, the prestige achieved and the recognition achieved.
- Components of the game: they are the avatar of the different players, the accumulated points, the badges, etc.
A company has two ways of approaching gamification, one is towards employees, and another is towards customers. What does the company want to achieve with this tool? Engagement.
The company seeks several things with this strategy, among them are to improve the brand image in social networks, optimize interdepartmental processes and retain both employees and customers.
Gamification focused on employees
Through gamification, we can motivate employees in daily work and increase their competitive spirit, which usually results in good results for the business. In return, workers will receive a unique identity, an approach to others, improvements in their learning, prestige, and recognition within the business.
Gamification focused on users
Some clear examples of gamification focused on users are those carried out by Foursquare and Line.
What Foursquare does is intensify its use with the badges that are unlocked as the user registers in more places. The more, the better.
The line uses techniques that consist of making users download and actively use other Apps, and as a reward, Line gives them stickers or coins of the application.
Why is a gamification strategy so important for a company?
Today almost all people have a very close link with our Smartphone, this means that the mobile environment offers many possibilities for a company to interact with employees or customers, with some to increase sales and others achieve loyalty, respectively.
An estimate was made, and it is expected that in 2015 more than 40% of large companies will use this technique. In this year gamification has found its place in the mobile channel since many multinationals find in mobility a new opportunity to be able to grow their business and in apps the perfect base to be able to carry out those processes that improve the performance of your employees.
Finally, I will tell you what some of the keys to knowing where the mobile channel can fit in your company are. The first thing that the company must do is identify the objectives that it intends to achieve within this type of channel, that is, that it searches with this strategy, because it considers the possibility that the world of mobility can bring positive results, etc.
The most common objectives
Objectives that entities seek in this type of expertise are:
- Branding: create or improve a powerful brand image on the internet and innovative.
- Engagement: provide value to clients in order to achieve their loyalty.
- Increase in sales: a very recent study states that 75% of companies declare that they have made more sales thanks to mobile. And it was estimated that mobile sales would be more than half of online sales in 2018 and so on for 2019.
We can conclude by saying that gamification is a very innovative activity capable of achieving very positive results for a company. It is an almost sure bet for the growth of companies, employees, and customers. Everyone gains motivation, learning, and satisfaction.
Thank you to all for reading us. Hugs!