The concept of Gamification is gaining more and more importance among businesses. This innovative approach is designed to boost motivation and encourage employees to get involved in the development of the company's activities. Why launch gamification actions? And what tools should be put in place?
“When our training manager talked about the Contribution of virtual reality to digital learning, I did not understand the idea well, with the kind of helmet that we had to wear”, smiles Jeanne-Michel, UX designer at Chaton-Tige. “The planned route was really nice. It's just a shame that he got the program wrong at first. He started a horror game. We screamed so much that someone called the police, it ruined the experience a bit,” she adds.
Gamification: what is it?
Gamification comes from the English word “game” which literally means “game.” This francized term is relatively recent. Gamification refers to a completely new approach that consists of apply game concepts in the professional environment. At first glance, this seems to be different from the world of work, which is generally not intended to entertain employees. In reality, this concept shows thatit is quite possible and productive to use games in carrying out professional activities within companies.
In gamification, features specific to video games, such as a progress bar, a ranking of “players”, medals or prizes to be won, rank systems, etc., are used. These rewards will serve as a source of motivation for employees. They will have a taste for challenge and will make sure to achieve the company's development goals. The advantages of Gamification are very tangible and ensure an improvement in productivity, provided you know how to implement it over time.
“There was a great chocolate factory near the office,” recalls Théa-Matthéo, sales manager at Bonnet Vernis. “The more sales we made, the more points we won and therefore more chocolates. If we were effective, we could have a lot of them. As a result, I became very effective! I am on my third tooth, but I have no regrets.”
Why gamification in business?
Gamification has become a way of measure staff performance and define areas for improvement in everyone's actions. It also makes it possible to reward the most deserving and the most involved in the development of the company. The main purpose of gamification is to boost the motivation of workers but above all to revive the spirit of competition.. A sense of challenge is also a major pillar in the world of video games. This establishes a sense of belonging to the company and promotes interaction between employees.
“With us, each department is organized into teams and at the end of each quarter, the one with the best results wins an award. We have an app with the points earned in real time and everything,” explains Zita-Xavier, accountant at Carton d'Ampoule. “I would have thought it was great if the prices weren't, um, special. Last time it was our weight in potatoes, you see. So we are fighting to lose. However, there is a great atmosphere in my team.”
What gamification tools should you use?
It exists different forms of gamification. Here are a few examples of tools inspired by games developed by companies.
Windows 7 Language Quality Game: to improve linguistics
Language skills are essential for commercial or tourist businesses. Hotels, restaurants, leisure centers, etc. must be able to welcome customers in different languages. At least when they are no longer busy fighting COVID-19 and lockdown. It is precisely for this reason that the giant Windows developed the Language Quality Game tool. It is a a gamified tool for internal use that allows employees to correct their linguistic errors according to their geographical area or based on the language spoken by their customer. Employees will compete to find as many errors as possible in the various formulations proposed. The winner (s) may be rewarded.
My Starbucks Rewards to reward consumers
Another form of gamification: rewarding the best consumers. This system attracted the Starbucks firm, which created an online campaign to promote the consumption of its products. Consumers earn one star for every product they buy. Those who accumulate the most stars will be able to level up and win prizes. An effective way to increase turnover and retain customers.
A simple idea that is based on successfully completing levels and a rewards system: a fundamental aspect of game dynamics.
Nike+: Nike's gaming app
Nike was one of the first to create a gaming community via an application. Users of the brand will be able to monitor and share their running performances. The app records the speed and distance traveled as well as the calories burned. Based on this information, a ranking of the best runners of the community will be established by Nike with various prizes in the prize. A sporty version of learning communities. It is a great way to motivate users to be physically active on a regular basis. The interaction between players in the Nike+ community reinforces the brand's reputation.
BBVA Game to promote online banking
BBVA bank has implemented a gamification strategy in order to promote the use of online banking. From the bank's official website, users discover numerous challenges to overcome. They level up for each successful action and earn points.. The aim is to familiarize customers with the bank and to alleviate the work of branches. In addition, the most diligent customers will be rewarded.
Simple Energy: to encourage energy saving
The company Simple Energy wants to motivate users to moderate their energy consumption. This ecological vision is becoming a challenge for customers who will Competing to find the best ways to limit the use of fossil fuels. Simple Energy is committed to helping its customers better understand the challenges of excessive energy expenditure. The gamification tool used here uses stimuli to encourage user involvement. They interact on the company's platform through challenges on the subject of energy saving. Classification tables will be drawn up.
Pacific: a serious leadership game
The Serious Leadership Game is one of the most used gamification tools in business. It is a leadership simulator that puts employees in the shoes of a leader. The scenario unfolds as follows: a team en route to carry out humanitarian missions will be stuck on a deserted island. They will therefore have to build a hot air balloon to escape. The leader will have to make the right decisions to face the dangers of nature and help the entire crew get out of them. This virtual gamification makes it possible to revive the creativity of employees and to stimulate their self-confidence while promoting team spirit.
“We have been providing all sorts of objects to hide ourselves since 1897”, testifies Jean-Cache, customer success manager at Camoufl'Âge. “HR therefore launched a large game of hide-and-seek in the forest to better familiarize us with the products. It was me who won. They didn't want to give me the trophy, but I won. Nobody ever said you couldn't go home and hide in front of the TV. So I won. Point.”
