Matt McNeanyFounder and Chief Executive Officer
Code recently celebrated the first anniversary of its
As part of this process, we have asked Nic to share some of his thoughts of where Gamification fits in modern business. (Article written by Warwick Business School academic Nicholas Dacre) Gamification (the process of increased productivity through game mechanics, interconnected engagement, and behavioural economics), is an increasingly popular field of application for enterprise architectural change, and is predicted to develop into a sizeable market, with a number of investor surveys predicting growth from $100 million in 2011 to $2.8 billion by 2016.
Developing, deploying and managing the various key elements of Gamification, necessitates the innovative use of technology through engaging feedback loops, harnessing the science and psychology to support the application, and consultation with an organisation, providing guidance on the expected outcomes. Code’s on-going development of the platform Source for
Gamification has become fairly established through market research where “innovation games”, are often employed to effectively establish customer opinion about different features of a product or service. The way they work involves a market researcher facilitating a game which is designed to garner detailed customer reactions to different aspects of the product being researched.
These have been in use for quite a while already and to great effect. Recently, however, the same games have been brought into boardroom meetings as a novel way of improving brainstorming. As such, a version of market research can be incorporated into the early stages of product development. Another interesting application of enterprise
By injecting a level of fun and enabling workplaces to become more meritocratic, it’s possible to provide players with a greater level of feedback. At the same time, these ambitions must be carefully managed.
Gamification for enterprise change should not be thought of as a panacea for disengagement, nor should Gamification be regarded as a simple ‘bolt-on’ which can be added without consideration, as poorly developed and poorly managed Gamification efforts will inevitably fail. However, carefully considered and strategically deployed enterprise may yield valuable benefits to an organisation’s creative, innovative and entrepreneurial employee engagement.