How does "gamification" provide benefits to businesses?
One of the buzzwords that is being thrown about quite a lot recently is "gamification." I don't really understand how it is something that could provide a benefit to businesses, but maybe I don't understand the concept fully. I mean, sure, it would be great if everyone's work life was all milk and cookies, but isn't an effort to make work "fun" (which is what I understand to be the core concept of gamification) both a waste of resources and ultimately futile. In my mind, you are either doing something you like or at minimum find tolerable, or you are not.
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Also, I think it may help some businesses by encouraging workers to produce more in a way that is not tedious, boring or stressful. Sure, it's not going to work for every job or function, but if you can make work a bit fun then it's not really work.
People who do things they like for a living have already sort of "gamified" their working lives. They are doing what they enjoy and want to do so it doesn't feel like work. Some people dread their jobs and perhaps gamification can alleviate some of that dread by making work more interesting or stimulating for them.
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Here's a definition, along with a link to a good background article:
Gamification
http://gamification.org/wiki/Gamification
"Gamification typically involves applying game design thinking to non-game applications to make them more fun and engaging. Gamification has been called one of the most important trends in technology by several industry experts. Gamification can potentially be applied to any industry and almost anything to create fun and engaging experiences, converting users into players."
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Gamification is essentially providing gaming techniques to non-gaming activities and like you say often there is an element of fun. This usually benefits businesses because they're able to encourage more engagement and their users often develop a loyalty to the brand. Here is a breakdown of what it is and how it benefits companies, which may be of interest to you.