Gamification: how Companies Use it to Motivate Their Employees?

A very interesting article appeared in the newspaper Les Echos last Friday, August 7.
We wanted to revisit it.

More and more Companies are Using Gamification to Motivate Their Employees

The gamification phenomenon, combining work with playful activities, is attracting more and more companies, such as Microsoft, which recently acquired game publisher Incent Games.

An American researcher stated in 2012 that he “preferred to hire a World of Warcraft

player over a Harvard economics student.”. Why? His observation was that companies have every interest in drawing inspiration from how multiplayer strategy video games enable learning, teamwork, and foster motivation.

It is then referred to as “Ludification” or “Gamification” in English.

Today, this phenomenon is booming. The latest example, early last week, Microsoft acquired the game FantasySalesTeam, a game designed to improve motivation and productivity. This game, inspired by sports games, allows employees to divide into teams to compete. Points are awarded to them based on the number of calls made or sales achieved.
With this acquisition, Microsoft aims to improve its customer relationship software Dynamics CRM to catch up with its competitors.

Discover our gamification solution in 10 minutes

Gamification: a Nascent Market

The gamification of activities is spreading throughout society. However, this phenomenon is still new to businesses. In 2012, Gartner estimated that 80% of gamification applications would not have met their objectives by 2014. Today, it estimates that the market has remained “flat” over the last two years but that it can accelerate.

The founder of Lab Gamification, Clément Muletier, for his part, asserts that “[that] there are more and more demands”. He also worked on Wiser, the energy management system developed by Schneider Electric, to make it “attractive and engaging” for the user.
Daesign, a company that develops “serious games” for large corporations, states that “CAC 40 companies started with serious games” to evolve their internal learning platforms, which were often boring. “Our role is to add gamification elements to strengthen engagement,” says Isabelle Artus, project manager.

However, it’s not a miracle solution. “Gamification is a management element that must be part of the company’s transformation. If this transformation is not present, sprinkling gamification will not work,” says Guillaume Roques, VP Developer Relations at Salesforce.

Incenteev can help you gamify your teams by organizing sales challenges.