What is Gamification?
Gamification brings to the forefront the concept behind gaming strategy and features to a non-gaming environment such as a company intranet using gamification for their staff to show productivity within the workplace and reap the possibility of rewards, points and value. There are human desires, which are needed in order to be satisfied through this process, and they are the ability to have self-expression, achievement, selflessness, status both social and economical; and lastly reward benefits. These principals are natural human desires which gamification can meet through adequate placement within organization systems to improve staff engagement, productivity and happiness. When these human desires are met, game mechanics are looked at within these programs; they are defined by their points, challenges, scoreboards etcetera; so when combining both game mechanics and human desires, gamification can make a non-gaming work environment more productive and comprehensive.
Gamification in the workplace
A software development company had utilized gamification and virtual reality within their workplace to update and encourage their employee appraisal and performance reviews. This has been extremely beneficial for them as not only has it created more interactive engagement, but more interest amongst the employees by allowing them to have their own avatar, virtual gifts and rewards systems, request for gifts, points systems which allow for clear key performance indicators. Moreover this programming was a step into developing behaviors and encourages employees to improve, advance and display their skills and talents. This particular case study was deemed successful with several thousand man hours saved, used for over 3 years, and engagement with the program has been highly used and successful amongst managers, supervisors and all staffs. David Zinger, CEO (2014) suggests that this restructuring has improved overall employee satisfaction higher than ever before.
How is it Beneficial?
The previous case study discovered that gamification and uses of virtual reality within the workplace can be highly successful and conservative in saving employee and management time in appraisals. Furthermore creating a lighter and friendlier approach to a structural and organizational foundation.
Nick Kastner (2013) suggests through his research that by the year 2015 50% of businesses will enter the gamification structure, furthermore by the end of 2014 more than 2000 organizations will have entered gamification and have at least one application. What this information predicts is the fast stride into the future of organizations entering this realm in order to improve current company functions and strategies.
Not only is gamification being used for employers and organizations, but companies and their customers such as Nike+ allow for their consumers to log into their program using an application on their phone or their laptops and tracking their sporting movements, comparing it with friends and so forth. This ideally demonstrates a non gaming context but gaming strategy in advertising and marketing at its best.
What is Virtual Reality?
Virtual Reality is a technological computer designed environment which exists allowing the user to feel as though they are present within this designed environment. An example of this is any form of interactive gaming such as The Sims where the individual is given the choice to create an avatar and live through them allowing them to exist in a fantasy realm choosing every function and movement their character engages in.
This advergame is an interactive game for the brand, enabling the user to find the women met from the previous night by re-attending the Roberto Cavalli Party. Below is a still image, the brand logo is clearly visible through the hand of the virtual avatar.
Magnum Stolen Kisses
Another advergame worth looking at is promoting the brand new collection of magnum ice creams representing the different kisses. What this advergame entails is embarking the user to enter the magnum pleasure hunt which discovers what type of magnum kiss the user relates to, Lowe Brindfor’s agency in Sweden created this particular advergame campaign.
Accenture- Company Overlook
Accenture, a global consultancy organization with over 260 000 employees utilized gamification early on, they enticed their employees with points converting to money; for example 1 point would be worth $1.00. It was a game changer in management for them as it started to see more activity and engagement with employees updating their profiles, content and blogging.
Overall, the gamification and virtual reality concept is constantly emerging amongst more businesses and deemed successful to those which already utilize this tool in their workplace. This evolving concept will be under constant improvement as more technologies become available and this is already happening with availability in android and IPhone application formatting for these web intranets. Marketing and advertising can utilize these concepts through advergame, which is brand advertisement through a gaming, and virtual reality concept, it will see more interactivity and engagement with their consumers ultimately increasing exposure and brand recognition. This is a vital tool in todays modern, technologically advanced and savvy society.
Harbert, T. (2014). Giving gamification a go. Retrieved from http://web.b.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=9e18ab8e-c887-4615-8945-3775ad9f530a@sessionmgr114&vid=1&hid=114
Kastner, N. (2013). From the arcade to the bank. Retrieved from http://web.b.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=27adb59a-f67e-4b45-8a2f-e41b434bb68c@sessionmgr112&vid=1&hid=114
Zinger, D. (2014). Game-changing performance management. Workplace-Rx, Retrieved from http://web.b.ebscohost.com.ezproxy.bond.edu.au/ehost/pdfviewer/pdfviewer?sid=3823448f-9e03-439d-bd91-18efc61b43bf@sessionmgr111&vid=1&hid=128
Zavagno, M., Ashley-Wilson, M., Buesing, T., Jung, B., Minowa, M., Buanec, L., Fremming, N., & Brook, J. (2011). Adverblog [Web log message]. Retrieved from http://www.adverblog.com/about/
Gamification and Workplace Behaviour Modification. (2012). Podcast Transcript, 1-3. Retrieved from http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Gamification-Workplace-Behavior-Modification-Podcast-Transcript.pdf
Anderson, J. (2013, April 8). Retrieved from http://www.greenbookblog.org/2013/04/08/the-state-of-gamification-in-market-research/