Bernard Suits, a philosopher, once said that games are much more than mere pastimes that occupy people when they have nothing to do. Games offer individuals an avenue to exert most of their untapped intelligence and passion into a rewarding, simulated experience.
In her eponymous movie, Mary Poppins explains the very essence of gamification: “In every job that must be done, there is an element of fun. You find the fun and SNAP! The job’s a game.” Gamification is simply the process of applying game-design concepts and principles in non-game contexts.
Gamification existed long before Mary Poppins pointed it out. In the early 1900s, a Boy Scout earned badges and ranks after completing a task or mission. The 1970s and 80s witnessed the take-off of video games. Games like “Math Blaster” and “Reader Rabbit” were popular games geared towards educating its players.
Video games and computer games have become mainstream in the United States. A 2020 study established that a little over 163 million American adults in America play video games, and 70 percent of kids in the Untied States 18 and below are active gamers. Consequently, gamification is increasingly becoming an invaluable tool across industries and sectors- especially marketing.
In 2013, Forbes estimated that more than half of their “Global 2000 Companies” planned to incorporate gamification into their marketing structure and overall work architecture. According to Gartner, about 70 percent of the Global 2000 Companies have begun implementing game-design elements and principles in their companies.
Statistics show that one in three employees in contemporary America are millennials, a generation that grew up gaming. The Bureau of Labor Statistics projects that by 2025, 75 percent of the American workforce will consist of millennials. According to a Gallup report, when a company has highly motivated employees, the company is likely to become 21 percent more efficient. Its profits will be 22 percent higher, and the rate of customer satisfaction will increase 10 percent.
It becomes evident why senior executives at Global 2000 companies would propose incorporating gamification into operations and customer relations. Eighty-five percent of employees become even more motivated when gamification exists in the workplace. Gamification impacts the employee’s performance, innovation, and personal development. It introduces a reward system that motivates them to complete set goals.
Learning applications like “Read Along” by Google and Minecraft help students learn in the educational sector. Research shows that 80 percent of students learn better with gamified practices. Minecraft, for instance, teaches students how to code. Read-Along features Google’s voice technology and encourages kids to read and concentrate on stories.
The United States Army has launched a gamified platform for its recruitment process in the military sector. Enrollees can demonstrate their ability to become a soldier. Virtual battles are not substitutes for real-world combat, but this initiative is cost-effective. About 30 percent of American youths perceive the US Army more positively.
A popular pizza chain, Domino’s Pizza, has also included gamification into its recruitment process via the mobile application Pizza Hero. Since the app’s release, sales have increased as high as 30 percent. Starbucks, FourSquare, and Nike are some corporations that applied gamification to their business processes with successful results.
The research vice president at Gartner, Brian Burke, believes that for gamification as applied in a business setting to work, it must contain three elements: motivation, momentum, and meaning. He believes that gamification could become as important as Amazon or Facebook if applied just right.
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