Turning work into a game

Gamification can drive productivity, help alleviate tedium of boring jobs
By Sheryl Smolkin
|Canadian HR Reporter|Last Updated: 09/15/2014

To attract and motivate call centre staff, Allied International Credit in Newmarket, Ont., is piloting a project where employees can accumulate virtual points or badges and become eligible for prizes every time they make a call or resolve a customer service issue. Teams compete with each other and real-time results are shared online with all participants.

Borrowing elements from video games to engage users in a non-game environment is called “gamification.” While using game thinking and game mechanics to solve problems and connect with users is not new, until recently, it has been most prevalent in marketing and customer loyalty initiatives such as Starbucks’ smartphone-based My Rewards program.

Now, with the development of less-expensive, more sophisticated desktop and mobile apps, the focus of gamification has shifted to workplace applications.