Many major enterprises are starting to experiment with gamification and to apply it in concrete situations. There is a wide range of different kinds of uses within the enterprise:
1. Intranet/Extranet Engagement
- Game elements can be used to encourage people to contribute, comment and respond, to enhance quality of participation that people engage in and to develop leaderboards to identify people with the most expertise or involvement in certain topics
- Example: Stackoverflow Forums (see 28. Design for Collective Good)
- Example: SAP Community Network, an extranet for SAP using leaderboards
2. Productivity Enhancement
- Helping, encouraging employees to do their core job better. Gamification can produce motivation and provide information and feedback valuable to employees and helps them improve their job performance
- Example: Call centers such as Arcarus uses gamification with KPIs, customer satsifaction numbers, achievements, specifically on encouraging better performance for a customer service agent and highlights the key elements and designed in an aesthetic way that works for that application
3. Efficiency Enhancement
- Making employees work better by doing everything they do at work efficiently (productivity is in someone’s core job responsibility)
- Example: Email game from Baden. A timer shows how much time is spent in your email. Points are awarded for quickly disposing email (delete or remove from inbox). This incentivizes and encourages employees to deal with email efficiently.
- Example: Attent, a system in Seriosity creates a virtual currency around email. The structure provides feedback and the ability to manipulate the activity around email in a game-like way that employees start to think whether its worth sending an email. This gamification approach encourages people to waste less time and therefore have more time for their core jobs.
4. Knowledge Management
- Knowledge oriented companies such as consulting firms have people worldwide with tremendous amount of knowledge about customers and topics but the consultants do not know about each other. They can get to know others elsewhere who may have knowledge in particular areas. Other companies are starting to use similar kinds of applications to encourage that kind of lightweight knowledge sharing.
- Example: WhoWhatWhere, an application from Deloitte used to encourage their consultants to find out more about each other. It creates game mechanics around the consultants sharing information about what they are doing on their existing enterprise collaboration system.
5. Human Resources
- Gamified systems can be used to identify the best candidates and to review candidates in the hiring process.
- Gamification can be used to onboard employees quickly by thinking about HR process as a kind of game.
- Getting people engaged in the culture of the enterprise. Games create a fun kind of collaborative environment and can help people get a sense of their co-workers and the notion of working together as a team and can be a way to reinforce the culture of the organization. It may not work if the culture is very formal and serious.
- Corporate training
- Use of game mechanics to encourage people and reward them for learning and attending training programs.
- Performance review & employee recognition
- Structured, formal process of performance reviews, by expanding out to badges, achievements and other forms of recognition, and by encouraging peer reviews.
- Travel & entertainment (T&E)
- Example: Google’s T&E reimbursement created a virtual economy and give employees a liquid credit which encourages them to think about how to spend efficiently due to options available.
- Companies want to encourage their employees to develop great new ideas.
- Example: Department of Work & Pensions in UK created Idea Street, a virtual stock market to encourage people in their organization to develop great ideas to improve their service. Employees can buy and sell shares in ideas and great ideas float tot he top. People can join teams on ideas they like. They generated large number of ideas that was implemented, saving the organization millions of pounds and delivering better service to their constituencies using these game mechanics to make the process of innovation more game-like.
7. Serious Games
- Example: Plantville from Siemens is a simulation of one of their manufacturing plants. This can be used for training and help people understand how to be more effective in the process of managing their plants.