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Gamification

June 8, 2017

Gamification is the use of game mechanics and game design techniques in nongamecontexts to design behaviors, develop skills or to engage people in innovation. Strategicplanners, business managers and IT leaders must begin to understand the long-term impactof gamification and identify opportunities to leverage gamification in their organizationstoday. Gamification started as a trend about two years ago.It first appeared on Google Trendsin September 2010. In a recent survey by Pew Research Center, 53% of peoplesurveyed said that, by 2020, the use of gamification will be widespread. Mobile, cloud, social and location¬based serviceshave played a huge part in the rise of gamification to date. /

By 2020, the maturation ofadditional emerging technologies, including gesture control, head¬mounted displays andaugmented reality, will further enable the use of gamification in many domains by seamlessly integrating technology into our daily lives.We believe that gamification, applied with correct game design principles, will have asignificant impact in many domains, and in some fields, the use of game mechanics will havea transformational impact. Some of themost common applications are in the areas of employee performance, innovation management, education, personal development and customer engagement. A Google searchon news items in the past two years confirms these are some of the most actively discussedapplications. Gamification,combined with other emerging trends and technologies, may result in significant change indifferent areas of business and society.

The sweet spot for gamification today is customer loyalty and marketing applications with consumer brands, such as Samsung, Nike and Pepsi, leading the way. While big brands have the resources to develop customized gamification applications, there is a tremendous opportunity for coalition loyalty platforms to develop that aggregate loyalty programs from many retailers, services and brands. Some examples of these aggregators are Air Miles in Canada, Nectar in the U.K., and Shopcade and Womply in the U.S. However, these programs use only basic game mechanics and extrinsic reward schemes. The opportunity for these or emerging coalition loyalty platforms is to further engage members with more intrinsic rewards and more sophisticated game design approaches. Organizations must begin now to prepare for, and take advantage of, the changes that gamification willenable. Look for early signs of the impact of gamification on your industry, and evaluateopportunities to leverage gamification to change behaviors, develop skills and enableinnovation in your organization.