Gamification: Because Business is Not all Fun and Games

Summary

We all love the feeling of winning. No matter the value of the prize or the mundane nature of the activity, endorphins kick in when we guess the right number of jelly beans in a jar, reach next level status in an online game or frequent flyer program, or earn salesperson of the month honors. This motivating feeling is a major driver of the boom in the social games market.

But is there a place for gaming in business without detracting from employee productivity and performance? Can it be used to create the same level of loyalty or stickiness to a travel brand, program or product/service among customers and prospects? Is the average traveler motivated by the same elements as gamers? The answer to these questions is yes – as long as businesses start thinking differently about gamification, the role of customers and employees, and how best to engage them. This Analysis addresses these questions and reframes gamification in terms of the performance metrics it can impact, and the influence it can have on purchases, participation and brand decisions made by customers and employees in travel.