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The Glorious Gains of Gamification

gamification

Virtual games are more popular than ever, and with an increasing number of companies building apps and websites geared toward providing fun experiences for all visitors, more businesses are looking to adopt the practice of gamification in their operations.

Gamification, or incorporating games into business operations, has risen immensely in popularity over  the last several years, with some companies using it during the interview process while others employ it to keep employees interested throughout the workday. Small business owners can take advantage of this practice by first understanding how it can be employed, then learning about the ways in which workers and consumers alike can benefit from its use.

Ensuring your strategy remains effective

There are several ways companies can employ gamification in the workplace, but before they can adopt one of these options, it's important to set tangible goals for the program prior to implementation. Brian Burke, the research vice president at technology research firm Gartner, recently published a book to help business executives perfect their gamification strategies.

"Organizations should use gamification to empower their customers, employees and communities to reach their goals," Burke wrote, as quoted by a Gartner press release. " ... If a business can identify the goals it shares with its audience or provide its audience with goals that are meaningful to them, then it can leverage gamification to motivate these players to meet these goals, and the company will achieve its business outcomes as a consequence."

Whether small business owners seek to adopt gamification to inform consumers or train employees, they should be sure to identify exactly what they would like to accomplish with games.

Attracting and training workers by digital means

Companies looking to use gamification to attract and train employees may benefit from games that require certain skill sets to accomplish goals. For example, a restaurant business may require job applicants to play a game that requires them to act as the owner, ensuring customers receive the correct orders, dividing tasks among workers and accounting for the cash register throughout the day.

Alternatively, companies can use this process to train employees by asking them to interact with digital games to illustrate business concepts. Instead of requiring workers to read comprehensive manuals or simply fill out a multiple-choice test, small business owners can ensure their workers have thoroughly absorbed key concepts by asking them to complete games, which can feature levels and digital achievements.

Engaging consumers with amazing adventures

For businesses that want to inspire customer interaction through virtual processes, there are many ways to offer digital content to target demographics. Mobile apps, for example, are ideal for companies who wish to encourage wide adoption among consumers. Creating content relevant to the business is key, as viewers should remember the company as they progress through the game. Additionally, games that become widely adopted by a large number of consumers are likely to go viral, meaning the company may see an impressive boom in its consumer base.

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