Playing is key to both our learning and entertainment, but not just in our childhood. When applied to business environments, gamification can also be an important tool with very positive effects both on workers and customers.

What is gamification?

Gamification is the application of game-design elements and game principles in non-game contexts such as work to improve and increase the users’ motivation and productivity. Thanks to digitisation and the seamless sophistication of devices, we can collect great amounts of data and statistics regarding the players’ performance. The conclusions drawn from this analysis will allow to track the users’ activity, as well as to improve their experience and shape their behaviour. But none of these is possible unless you get your workers and customers’ engagement.



We must not lose sight of the fact that the game must be a results-oriented one. Applying it to work doesn’t mean that we’ll be wasting time, but exactly the opposite. In fact, game mechanics help us finish our work backlog and create more collaborative environments in which to share information, build virtual communities, learn, highlight our achievements, create bonds with our users and so much more.

Success stories

Gamification has become a new way of motivating workers in order to increase their productivity. More and more companies are implementing such systems in order to, for example, improve motivation or let their employees know about a vital change in the company in an entertaining way. Only in the USA, 50% of the companies are already doing this.

Big multinationals such as Deloitte and Universal Music have started using gamification with very positive results. The former implemented game mechanics for workers to improve their training. Thanks to the seamless information flow about their progress and the clear contents provided, their employees finished their training successfully and made a name for themselves within the company, which kept them motivated to go on learning. Universal Music has modified its artists’ microsites by adding games and social mechanics. This way, they are able to measure the time each user spends on their website and their relation with other networks. This has had an impact on the number of users, on the way they behave on the sites and on the amount of information they get there.

Translation by Susana Castro

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