According to Gartner – Gamification is the use of game mechanics to drive engagement in a non-game activity and change behaviors for a target audience. Many types of games include game mechanics such as points, levels, challenges, leaderboards, rules and incentives that make game play enjoyable. Gamification applies these to non-game scenarios to motivate the audience to higher and more meaningful levels of engagement. Humans are “hard-wired” to enjoy games and have a natural tendency to interact more deeply in activities that are framed in a game construct.
In the web conferencing context of E-Learning, Gamification is used to promote interactivity, challenges and continual feedback through concepts like achievements, point systems, and badges. At the attendee level, Gamification milestone methods have proven to garner attention, retention and decrease the tedium associated with online learning, leading to better completion percentages.
Although results vary, Gamification is proven to work across many business segments. Below are some examples of companies that have used variations of Gamification in individual segments of their business to varying degrees of success:
Deloitte Leadership Acadamy – Returning Visitors: +27%
AutoDesk – 3ds Max Trial Downloads: +19%
USA Network Club Psych – Page Hits: +130%
Stewart Agency – Sales Campaign: +7200%
These examples tell us that Gamification is not only a solution for online course study, but can also act as a vaccine to systemic productivity problems.