This Week's Herman Trend Alert

Leadership in Normal 2.0

  The Herman Trend Alert

December 11, 2013

Gamification---Fad or Trend

As we forecast, the adoption of gamification to engage and retain customers (both internal and external) has been gaining momentum. Unfortunately, though companies are increasingly using gamification for employee performance, training and development, innovation management, sustainability and health, and customer engagement, they are not necessarily being effective.

By 2014, Gartner, Inc., the technology research firm forecasts that 80 percent of these gamification strategies will not meet their business objectives, mostly due to poor design. However, they take this analysis a step farther and explain that a huge problem is the lack of game design talent and absence of effectual planning. We have long declared that effective gamification is more than points, badges, and leaderboards. Good gamification must be based on the values and attitudes of the market or the individual. Otherwise, it is doomed to failure.

Gamification is being used in three major areas: 1) To change behaviors, 2) To develop skills, and 3) To enable innovation. All three of these objectives require the game designer to have an understanding of human motivation, wants, and needs.

Gamification will only continue to increase in hiring, if companies wake up to the need for considered and thoughtful planning and design. The potential that gamification offers is tremendous, but it must be done right or should be avoided. With two tech-savvy generations, demand will continue to grow and recruiting these skill sets will surely become more difficult. If you know young people in marketing or computer science looking for advice, they will do well to include gamification skills in their toolboxes.

Special thanks to "Bottom Line's Daily Health News" for piquing our interest again on this important topic.

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