Best practices for using enterprise gamification to engage employees and customers

Abstract

Enterprise gamification is one of the major human-computer interface trends of the 21st century. Using techniques borrowed from software games, gamification can be used to drive behavior in situations outside of games. As defined by Michael Wu, gamification "uses game attributes to drive gamelike behavior in a non-game context."[1] When implemented successfully, gamification can give enterprises an edge by increasing user motivation and achievement of goals. Gamification can also help enterprises engage employees and customers, and meet business needs. Given these benefits, it is no surprise that the move to enterprise gamification is accelerating. Enterprises of all sizes and in many industries are ramping up on products, communities, and processes based on gamification principles, and enterprise gamification is growing at an impressive rate. This rapid rate of implementation brings opportunities for enterprises that can implement gamification effectively. To adapt to this trend, professionals in the field of human-computer interaction must understand best practices, and develop expertise and skills in enterprise gamification. To meet this need, this paper looks at why enterprises benefit from gamification; provides selected examples of enterprise gamification; and lists best practices for gamification projects. © 2013 Springer-Verlag.