How Gamification Transforms Business

According to Kevin Werbach, an associate professor of legal studies and business ethics at the Wharton School at the University of Pennsylvania, “gamification is the use of game elements and game design techniques in non-game contexts.”

In other words, gamification is a strategic and thoughtful approach to enhancing non-game contexts by incorporating relevant game elements and game design techniques with the aim of addressing real-life customer problems.

What Gamification Is and How It Works

There are several key principles of using gamification:

1. Thoughtful Application: Gamification isn’t just about tossing in game elements without a plan. It’s more about carefully and purposefully weaving game mechanics into a setting that’s not typically associated with games. Let’s imagine a company wants to increase the number of pages customers view on their website. In this case, they could design a game that offers rewards to customers each time they visit different pages on the site. Or if the purpose of gamification is to encourage website visitors to make a purchase, a spin wheel can be used to achieve the target.

Therefore, when applying gamified elements the aim of their application should be considered in order to drive the best results.

2. Real-Life Problems: Gamification should be focused on addressing tangible, real-world issues faced by customers. It should provide solutions to their problems or needs in a manner that is measurable and impactful. If the effects of...