(an article by: Laura Marulanda-Carter)
Gamification can be a key element of digital transformation. By using game design elements in non-game contexts, it is possible to increase conversation rate in sales, provide rewards to customers who complete tasks and can educate and teach employees.

The key for business using gamification is to let go of the illusion that gamification is merely an excuse to develop a game. Using game design elements in non-game contexts can increase participation and factors such as flow, enjoyment or perceived ease of use. Therefore, the addition of game design in your business and information systems is not such a leap as the headline may suggest (See Herzig et al. 2015) if it allows your business to affect behaviour. This could very easily increase your conversation rate in sales, provide rewards to your customers who complete tasks or as a means to inform, educate and teach employees. And the irony is many of us are already familiar with the process, and take part in many of these applications with little thought in our day-to-day activities. For example:

  • LinkedIn — Gamification is not the first thing that comes to mind when picturing LinkedIn, but they have successfully implemented this in generating a user’s profile information. It motivates users to reach 100% profile strength, as well as rewarding users with badges, continuously encouraging them to remain active on the platform.

  • The Starbucks Game — By using gamification in their marketing campaign, a simple but effective level system with stickers, it supports user loyalty by creating a sense of exclusivity and elevated status. Quite modestly, it triggers emotions that are linked to positive user experience and, as a result, guarantees repeat business.