Ever since gamification started to grow in popularity, there have been many who have questioned its utility. For the most part, it seems an awful lot like “fluff” without any ability to make a real impact in the bottom line of a business.
This couldn’t be further from the truth.
If done correctly, gamification can produce some real tangible benefits. In fact, some of the world’s largest companies are using gamification to their benefit. As detailed in the infographic below (originally created by onlinebusinessdegree.org), using game theory can be extremely beneficial. Companies like Nike and Starbucks are reaping the rewards of a well implemented gamification program
For example, a simple gamification component for Nike helped them to increase their market share by nearly 14% in just four years. I don’t have any numbers, but I am willing to bet that the monetary benefits of this increased market presence in the extremely popular shoe industry is very likely to outweigh the costs of the gamification program in the first place.
To be fair though, gamification doesn’t always have these stellar results. If done incorrectly, or with half an effort, the program will flounder. The most important part of gamification is the buy-in of the “players”. If you are unable to establish buy-in from the target audience, the program will never be successful.
So how do you do this?
Well, there are a variety of possibilities, but one of the most effective is to get key stakeholders inovlved in the roll-out of the program. For instance, if the CEO and high level executives are giving more than lip-service to the program (in that they are actively participating), it is far more likely to trickle down throughout.
Just as with any corporate initiative, there has to be a strategically planned roll-out, leadership commitment, and adaptation where needed.
If you have been wondering about the best way to implement gamification into your business, it has never been easier to get started!