According to the study Gamification Market by Solution, According to Markets and Markets, forecasts for the growth of gamification in the enterprise and other areas of application suggest that this sector will grow from $1.65 million in global turnover in 2015 to $11.10 million by 2020. What is the reason for this extraordinary increase in gamification?
The explanation lies in the ability of this technique to enhancing interest and motivation of the participants and thus to better ensure the correct learning process.. In fact, according to the work of Michael Lobardo and Robert W. Eichinger, adults acquire knowledge under the 70-20-10 rule, i.e. 10% of their development occurs through traditional training initiatives; 20% is obtained through social interaction (feedback, observation, advice, coaching...); and, finally, 70% of learning is generated by one's own experience.
It is here that the gamification in the company, as a method for improving skills through games and situation simulations.
According to Gabe Zichermann and Christopher Cunningham, authors of Gamification by Design, gamification consists of “A process related to player thinking and game techniques to attract users and solve problems”.
In the same vein, Karl. M. Kapp, in The Gamification of Learning and Instruction: Game-based Methods and Strategies for Training and Education A learning technique defined as “the use of mechanisms, aesthetics and the use of thinking to to attract people, incite action, promote learning and solve problems”.
In short, it is about “applying game strategies (thoughts and mechanics) in non-game contexts with the aim of encouraging people to adopt certain behaviours», as José Luis Ramírez explains in Gamification. Game mechanics in your personal and professional life.
Its use in business, therefore, It is in full expansion in the corporate context as one of the Key business management trends, thanks to the capacity this methodology has to involve employees, managers and customers in a fun way to improve the company. That's why it's not only used in human capital training activities, but it's also common to see it in sales, recruitment, customer relations, or communication and branding departments.
The power of gamification in business is based on the attitude it awakens in users. As Jesús Díaz and Yolanda Troyano explain in The potential of gamification applied to the educational field, in gamification, “game elements, such as incentives, rewards, points..., are used to obtain desired behaviour from the player in this way”.
This way, through this methodology, it harness the innate playful and competitive spirit to boost participation and engagement in the different game dynamics, leading to the following benefits:
The ways of applying gamification techniques in a company are very diverse and can be carried out in different areas, as we have previously indicated, and through different channels (specialised platforms and apps, team-building activities, group dynamics...).
As examples of successful gamification, Correos saved around 70% of the expense it would have cost to overhaul its website, by applying gamification. in its template. He proposed a game: employees had to locate faults and make proposals for improving the page within 13 days, with 700 gifts awarded to the best. The initiative gathered over 50,000 proposals. In contrast, in Domino's Pizza, gamification was used to build customer loyalty and improve sales by creating a mobile app, Pizza Hero, where users could create their own pizza. And in Spain, BBVA boosted its customers' digitalisation through the Game BBVA application..
However, Virginia Gaitán, in her article Gamification: Learning made fun, The mechanical techniques Most used:
To realise all these rewards, companies have at their disposal Gift vouchers, a convenient, versatile, practical and 100% customisable gift card that adapts to the company's needs at any given time, allowing for gamification rewards as part of an employee incentive scheme, as well as in customer loyalty or corporate marketing campaigns.
