What Are the Benefits of Gamification?

What Are the Benefits of Gamification?


The benefits of gamification

Grabbing the attention of potential customers can supply a continuous flow of revenue for many businesses while improving productivity. Applying gamification techniques and methods is a great way to encourage customers to visit and to stay for new content, products, or services.

Customers and employees will generally find that these techniques stimulate their interaction while supporting an underlying strategy to bring in their friends and family in which also to participate. Providing a structure that reaffirms their participation can leave businesses with consistent visitors and customers that are likely to share these businesses with others while supporting a healthy attitude of employees.


Opening the Doors

Gamification techniques provide the mechanics to supply an environment of participation. VentureBeat.com reports:”[Gamification] boosts commenting 13 percent, social sharing to Facebook, Twitter, and networks 22 percent, and content discovery by a massive 68 percent.” This helps lead businesses to new customers through a network of sharing with social media, other networks, and even word of mouth. Gamification supplies a market where customers are encouraged to participate and are rewarded for their efforts.


Boosting Productivity

Gamification models may also be applied to support greater employee productivity.

KMWorld.com: “‘We found that the single biggest motivator wasn’t status—such as sitting atop a collaboration leaderboard—or even the accrual of cash prizes, but rather being able to understand and demonstrate the impact of collaborative behaviors on the organization, and being recognized and rewarded for that.’ says Steve Kaukonen, Accenture’s social collaboration change lead.”

Employees may work more diligently because of bonuses and other methods, but what is understood is that employees will continue to work harder because they understand their impact on the business. They find that their individual work combined with the overall result makes them an integral part in the business and helps give them feelings of accomplishment and necessity within their team.


It Takes A Balanced Approach

Supplying a consistent reward strategy is what drives continued participation. Having an unequal system may drive others to leave for other solutions. Andrzej Marczewski describes this system:”The most skilled players get reward upon reward, whilst the less skilled players get trodden on more and more. If this continued to happen unchecked, the less skilled players would never come back.” As this applies to a hypothetical game, it still applies to the general structure of a reward system.

More customers and employees that find it easier to accomplish their goals and tasks will overwhelm the newer ones. This process would obstruct others from being fulfilled and even participating. A reward system should balance these outcomes by implementing greater difficulty levels to insure equal participation.

Gamification techniques can give businesses an added boost to their overall productivity. Encouraging customers and employees through a system of tasks and rewards gives each a sense of accomplishment and necessity for the business. To learn about even more ways gamification can help your business, be sure to catch GSummit 2013 for all the latest and greatest in engagement science.

Flickr Image by joshc


Need help with behavioral science and gamification? Get in touch with our boutique consulting agency Dopamine.


  1. I find really interesting the “balance” issue. It always happens in multi-player games where designers have to balance the encounter between the new/less skilled players and the experts. In the article you talk about how the newbies should have a chance of winning or they will give up soon. But the other side of the problem is that you should also give the users who have invested more time in playing some kind of advantage. Otherwise, there is no point in trying to be good at the game, as any novice could beat you up.

    I believe that if a game is fun enough any player will be willing to play just for the fun no matter which chances of winning/losing they have. The problem in gamification contexts (specially when it comes to business enviornments) is that maybe the fun is not enough to play if you don’t have actual chances of winning.