News

Analyst: Look beyond tech to cultural aspects of gamification

April 17, 2013

Gamification isn’t just for fun or show — it could have business applications as well, according to the global analyst firm Ovum.

"Organizations should keep in mind that gamification is about more than just the underlying technology," the company said in a news release. "By also considering the strategic, organizational, cultural and psychological aspects of reasonably priced and low-risk gamification applications, businesses can improve productivity."

The company said its recent research shows how enterprises and the public sector can effectively apply gamification to their advantage, and recommends that organizations explore gamification for customer- or employee-facing uses.

"Gamification can help enhance customer engagement and manage employee behaviors and productivity levels, but there must be clear understanding of how such an initiative will directly benefit the business," Adam Holtby, an Ovum software and IT solutions analyst, said in the release. "However, to better support business goals, the mapping of the value of desired outcomes will be developed as part of the planning stage."

According to Ovum, social technologies and gamification work well together when points, badges and leaderboards are tied to a meaningful value system that records status and accomplishments and meets users' desire for feedback. Applied in that manner, the company said, the tools can help to change behavior, develop skills and drive innovation. Holtby believes gamification can do more.

"While much of the early coverage on gamification has focused on guiding behavior and building engagement, increasingly organizations can use the data generated by gamified systems to gain insights into the skills and reputations of both their employees and customers."

The Ovum report highlights a successful example of gamification in the SAP Community Network, where members automatically earn points for posting content but can gain additional points for the quality of their contributions.

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