“Let’s play a game” is not something you often hear in the workplace, but for Gabe Zichermann, chair of the Gamification Summit (live on FORA.tv this Wednesday and Thursday), it’s a sentiment we are going to hear more and more. “Whether it’s about generating employee engagement or customer interaction, gamification is the best tool for breaking through marketing’s noise and clutter and driving key business objectives,” he says.
The concept of gamification (using gaming techniques in a non-gaming context) is widely used in customer loyalty programs that offer cash and travel rewards. But now the concept is being adopted in other areas. The market research firm Gartner predicts more than 70 percent of Global 2000 organizations will have at least one gamified application by 2014.
In a Mashable article, Richard Taylor, senior vice president for communications and industry affairs at the Entertainment Software Association, offered some examples of companies using gamification to train their employees:
“UPS began using video games to train newly recruited drivers after finding that 30% of candidates failed the company’s traditional training program, and the Hilton Garden Inn worked with Virtual Heroes to develop Ultimate Team Play, an interactive game that places employees in a virtual hotel. Even the U.S. Department of Justice‘s National Institute of Justice has developed a training game, called Incident Commander, in which emergency responders practice coordinating disaster relief efforts.”
At this year’s summit, a number of programs will address gamification in the workplace, including “Gamification for Business: The Future of the Enterprise” and “How to Sell Gamification to Your Organization.”