Gamification is one of the latest online trends. Why so? There are several reasons why gamification increases engagement:
- Personal interaction.
- Emotional engagement.
This process includes crucial game aspects such as play, fun and challenge. These help staff works more efficiently, and users, in turn, become more loyal.
Research on this topic started in 2006 when gamification started trending. Industry leaders have used it to attract new clients, nowadays firms are using gamified business processes to motivate employees and make them data-driven.
Gamifying Big Data
Speaking about data-driven business, we can not forget about the use of data by non-analysts.
While data-scientists and professional analysts have worked out how to browse through data sets and find needles in haystacks, business users can’t afford to spend time on analyzing large amounts of data.
Rajah Paharia, a Product Manager at Google, says: “Big data is such a vague term and people don’t know what to do with it. Gamification is an easy way of understanding how to automatically, scalable and repeatedly use big data being captured and generated by all my systems”.
Paharia defined a set of gamification mechanisms: fast feedback, goals, badges, levelling up, transparency, community, onboarding, collaboration, competition and points.
The same described in the examples above, right? This becomes more widely used not just to engage customers and keep them addicted to a service or product, but to motivate employees and set ambitious goals.
Naturally, people assume big data is something complex and hard to use on a daily basis. However, adding elements of gamification to your workflow will help employees to become more focused and to start analyzing data on a daily basis.
As a business owner, you should practice with gamification as it’s one more step to becoming data-driven.
Pitfalls & Mistakes
Gamification is a strong tool in right hands. But, as Brian Burke, the analyst of Gartner.Inc, says companies may face pitfalls while creating and implementing their gamification concepts:
1. They confuse activity with success
Creating gamified landing pages is great, but companies shouldn’t forget about their business goals, as game elements are added to the process. The same is acceptable for the inner business processes, as employees must grow, not entertain.
2. They treat the audience and employees the wrong way
People are subjects, not objects, so they should be treated as active players and not puppets. Engage your audience with incentives that make sense, don’t try to introduce gamification elements just because your competitors have done so.
3. They forget about business goals
The gamification process always needs to adhere to your business objectives. Otherway, it will be just a waste of time and money. It should be based on meaningful data, up-to-date stats and targeted needs.
4. They ignore player-centricity
Gamification leaders always put the player in the center. This way, players’ goals are achieved along with business goals. Creating the right motivation is the key to this point.
Final recommendations on gamification
Make sure that this tool is in the right hands. As Brian Burke who we quoted earlier says: “Most attempts at gamification currently miss the mark, but successful and sustainable gamification can convert customers into fans”.
In the business context, the gamified experience has to be insightful, useful, valuable, or your other way employees won’t be motivated enough to analyze data in the long term. Respect your co-workers, their time, make their working experience both fascinating and cognitive, and build loyal teams with like-minded employees.