I attended the first day of Engage 2012, a conference organized by Badgeville. It appeared like a coming-out party for Badgeville in its quest to take a leadership position in the enterprise gamification market. According to Gartner, by 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes. By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay or Amazon, and more than 70 percent of Global 2000 organizations will have at least one gamified application.
I wanted to attended the conference on both the days, but I had to bow to other work related priorities. But I made the most of the time I spent at the event and for those that couldn’t join me, here are some take-a ways.
1. The gamification model is well entrenched in consumer oriented marketing and demand generation functions. There are plenty of examples. Samsung Nation, Warner Brothers and several other brands employ gamification to “manage” customer behavior. Have you noticed how LinkedIn eggs you on to complete your profile and check out how many views you have in a week?
2. Gamification for employees, and specifically gamification for training, has also caught up. However, I do not think there is enough empirical evidence as of yet to conclusively validate this concept. A couple of Badgeville customers, that spoke at the event were in a wait and watch mode (post implementation) to see how the concept of gamification for internal processes pan out in terms of ROI and intended behavior change.
3. Key challenges in the gamification model are determining the business goals, identifying the behaviors to be managed, and most importantly, understanding motivation and drive that needs to be turned on.
4. Intrinsic motivators should drive gamification. According to R “Ray” Wang, CEO & Principal Analyst – Constellation Research, there are three types of non-monetary rewards as shown in the image.
5. Dawn Wolfe from Autodesk, Mark Parrish from Barnes & Noble, and Nick Giannasi from Oracle shared their experiences in implementing Gamification in their respective companies. I will share more dope on these experiences in my next post.
6. Badgeville now has ready integrations with LMS platforms like Saba. I think this is a sign of things to come when it comes to gamification of enterprise learning. Personally, I think we will see traction in the learning and development space in about 12 to 18 months from now.