Monday, February 3, 2014

What Does Commitment to Gamification Mean?

Deep, meaningful, lasting gamification that creates loyalty for the users is not for the light-hearted. It requires constant management and adjustment to user performance. (And by the way, the benefits are financially rewarding.) 

Companies that want the most from their gamification results have to truly commit... and:
  • Be ready to fail. A lot. Until they figure out what works for their staff. 
  • Be ready to shake things up and do something unexpected. Especially when things are already working.
  • Constantly delight their players. 
  • Manage expectations. 
  • Have a strategy that is attuned to their audience. What works for the "sales" department doesn't work with the "production team," for example.
  • Know that incentives and rewards have to mesh with their company's culture.
  • Know their strategy must focus on end user objectives -- the desired behavior - and align with business processes. 
Since gamification is a method for measuring adoption and engagement, user avoidance of the gamification tools or systems should be a clear signal that something is not working. If your metrics are showing that people are not motivated, it may be time to modify your gamification strategy. 

This is why the best solutions are committed to a constantly evolving and constantly evaluated and re-evaluated gamification strategy. Gamification is similar to building and performing live maintenance on an MMO or a social game more than a game you'd release in a fire and forget "boxed product" scenario. This means a committed staff must continually review, measure, and adjust for user behaviors. 

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