How to use Gamification Strategies in Companies?

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Adopting gamification strategies in the company is a great way to make processes and activities more engaging, optimized and efficient, offering an innovative experience to obtain positive results.

The frequency and diversity of strategic innovations adopted by brands, to get closer to consumers, are increasing, among them the highlight today is gamification, an action with potential that has facilitated the engagement between the public and the brand.

Offering better experiences demands a strategic change, based on a complete understanding of the customer journey, gathering information between the different departments of the company.

This information gathered will allow you to identify which stages of your customer’s journey need to be improved and which gamification strategies serve to present the solutions that will improve that customer’s experience.

In this article, you will find out what gamification strategies you can use in your company to raise productivity in your team and deliver great results.

What are Gamification benefits?

The emergence of trends is a natural movement in any market. Some innovations end up generating more noise than results and pass, while others prove their worth and are adopted by companies around the world, such as gamification.

This strategy uses game elements, design, and logic to achieve concrete positive results in people’s lives. Features such as avatars, scores, and missions are dynamically applied to encourage participants to carry out certain activities or change behavior, always to achieve benefits in their reality.

Several areas have embraced gamification in their strategies, such as health, politics, education, marketing, and business, motivating different audiences to fulfill the most varied tasks. From having a medical check-up, learning, learning about a new product, or improving their productivity.

A business can use ally gamification to achieve some goals defined in strategic planning, strengthening strategies such as corporate training, recruitment, and selection, internal communication, marketing, organizational culture, sales, and service.

7 Gamification Strategies for Your Business

Several applications and success stories have been consolidated and showing how gamification can benefit companies of all sizes and market segments.

There are 7 examples of gamification strategies in different processes.

1. Product launch and marketing

One of the biggest advantages of gamification is its ability to attract attention and retain participants’ engagement in the dynamic. Precisely because of the curiosity and popularity that games have in society, in addition to their elements that naturally awaken the motivation of human beings.

In this sense, companies can use these qualities in marketing strategies and product launches, reaching more people and offering an innovative and positive experience with the brand.

Instead of traditional advertisements or promotion ideas, which the public already encounters in their daily lives, they will participate in a gamified dynamic that stimulates their motivation and engagement with the product, service, or company.

2. Recruitment and selection

The advantages of gamification are not just for the external audience. The same playful elements can help with internal processes such as recruitment and selection.

In that case, a gamified activity can attract the right candidates, be a testing platform. Not only technical but also behavioral processes, helping to find the most suitable profile for the company. And make processes friendlier so that professionals do their best and reveal their talents.

If the company uses the digital type of gamification, the entire operation will end up being more agile, practical, and easier for HR and candidates.

3. Strengthening of culture and communication

However, one of the most frequent uses of this strategy is in training actions, whether with objectives focused on productivity and technical quality.  As well as improving behavior, developing subjective skills, or awakening engagement in the company.

Learning about organizational culture is much easier and more fun when you apply techniques such as storytelling, which leverage gamification. In this way, employees will have a closer and more positive relationship with the company.

Furthermore, gamification uses actions such as internal communication, strengthening information flows, and relationships in teams.

4. Diversity training

Another subjective issue that can be addressed with gamified training is the appreciation of diversity within the company.

Hiring and offering a healthy environment for professionals with diverse backgrounds is one of the trends in the corporate world that will solidify in the coming years, so, regardless of the methodology, it is recommended that organizations be aware of this situation.

A gamified diversity training can help employees to better understand the experiences of colleagues, awakening empathy and teaching the best practices of welcoming and respect.

5. Technology training

The process of adapting employees to new systems can be smoother and more efficient when using a gamified platform. Instead of traditional expository training, attendees can learn more about the company’s software in a fun and interactive way.

6. Sales training

One of the most important areas of a company needs specific and efficient training to generate more results.

Gamification can help this process by making this action more engaging and practical, rather than adopting an expository model.

Gamified training for salespeople and consultants can help improve industry performance by strengthening the technical and, also, behavioral skills of professionals to sell more and to the right customers.

7. Call center training

Another critical point in an organization is customer service. Because without quality service, customers can become frustrated and, from buyers, become detractors. Complaining about the company to family, friends, acquaintances, and strangers on social networks.

This is one of the areas that most demand skills, even emotional ones, from professionals, which is why an action that technically qualifies them, develops their subjective skills, and engages them in the organization are essential. This improves industry performance and helps retain talent.

Business gamification strategies achievements

Healthy competitiveness

Competition deals with human nature that motivate people from the will to excel in some aspect, whether to others or oneself.

Feeling of achievement

upon reaching a certain goal, a feeling of achievement is awakened. An important stimulus for the participant to remain engaged and interested in the next steps.

Performance measurement

A member of a program that uses gamification will not be able to perceive their evolution without a clear demonstration of their progress through levels, achievements, or other structures set up for their interaction. Like a thermostat, it is possible to evaluate and measure results with gamification. Thus, it anticipates the needs of the game and market trends.

Use gamification in content production

One way to use gamification in your content strategy is to insert short quizzes at each step or concept you want to present.

With each correct answer, the user would pass the stage, trying to level up gradually. Medals could be intermediate rewards, and game sharing could be an objective of one of the stages.

The final reward could be earning discounts when purchasing a product or receiving free samples of it at home. Either way, you’ll look to increase engagement, improve user experience, and deliver rewards as you progress.

You can design strategies according to the type of product offered or the stage of the shopping journey. Just don’t forget to put the features: fixed rules, variable and measurable results, challenges, and rewards.

What will determine gamification are these criteria. Thus, drawings, for example, are not part of the concept. Games have had the power to entertain and motivate for many years.

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Leonardo Salles

Copywriter for GitScrum.