Gamification in the enterprise: Differences from consumer market, implications, and a method to manage them

Abstract

As Gamification extends its successful application in the consumer markets, enterprises have been experimenting with it to engage its employees, customers and partners. But applying the design principles suited for consumer markets for gamification in the enterprise could lead to failures as analyzed by research firm Gartner. The gamification in the enterprise is different from consumer markets on multiple aspects including purpose, impact of failures, user personalities, reasons for engagement etc. Each of these differences has various implications on the design of the gamification initiatives. In this chapter the authors present a tested framework of understanding the differences and their implications together with a step-by-step by to manage them.