Businessweek’s Guide to Gamification

Businessweek recently compiled a “CEO’s Guide to Gamification”. The collection profiles a few companies that have been using gamification to solve problems in business, and gives executives a brief introduction to the topic. The site has put together a few interesting stories, and some highlights are below.

• Nissan has produced a well know example of gamification in their Leaf line of electric vehicles. The “Eco Mode” software keeps track of a number of variables including speed and power usage and then provides constant feedback so drivers can improve upon efficiency. The car even provides online profiles so people can compete with other drivers. Check out Businessweek’s video on the Leaf.
• Siemens, the German company that specializes in industry and infrastructure, put together Plantville. Plantville is a tool more on the game-side of gamification that is used to introduce employees to the necessities of running an entire factory, from upgrading machinery, to increasing plant security. “Employees are sometimes siloed in their business units and don’t see the breadth and depth of our portfolio,” says Tom Varney, head of marketing communications at Siemens Industry. The game aims to increase understanding across the business by teaching individual employees what is required in various departments.
• Hilton’s Embassy Suites and marketing partner, Maritz put together a loyalty campaign that offered participants 10 choices to get engaged, including direct mail, e-mail, and asking customers to play a game. The game proved the most enticing option and the 10% of the test group that were targeted by the game were the most eager to open the email.
• SAP is placing its sights on the board room with an innovative new app, yet to be released, that briefs executives using games and interactive features rather than the massive binders that are used currently.
• The collection also features a story on Matel’s relatively new product, Mindflex made in partnership with NeuroSky. The game uses sensors to track electrical brain waves to control a ball. The sensors have a range of applications including waking a sleepy driver and an entire car controlled by thought.

The range of stories all focus on gamification’s uses in business, and its exciting to see the sector develop. Be sure to check out Businessweek’s full coverage, including an interview with Gamification Co’s own Gabe Zichermann.