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What is Enterprise Gamification?

Enterprise Gamification - No, it's not the next social game like Angry Bird or Candy Crush or Words with Friends that you would play on your smartphone or tablet.   However, Enterprise Gamification does borrow from these social games their design features and game mechanics (i.e. awarding points, badges, levels of achievement and leader boards) which are used to keep gamers motivated and engaged, as well as reward their behavior, activities and continued play or engagement. Enterprise Gamification is the application of game design principles in the context of the enterprise to improve user engagement.  Now, I know what your are thinking: "these 'game mechanics', as you call them, will only distract my customers, employees and business partners from what I really want them to be doing, like shopping on my online commerce site, or entering data into my customer relationship management application in a timely and accurate manner, or sharing information on my raw material fulfillment orders properly." Actually, you are partially right in that these are exactly the type of business behaviors, activities, metrics and key performance indicators that enterprise gamification is designed to address.   

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Enterprise Gamification - No, it's not the next social game like Angry Bird or Candy Crush or Words with Friends that you would play on your smartphone or tablet.  However, Enterprise Gamification does borrow from these social games their design features and game mechanics (i.e. awarding points, badges, levels of achievement and leader boards) which are used to keep gamers motivated and engaged, as well as reward their behavior, activities and continued play or engagement. Enterprise Gamification is the application of game design principles in the context of the enterprise to improve user engagement. Now, I know what your are thinking: "these 'game mechanics', as you call them, will only distract my customers, employees and business partners from what I really want them to be doing, like shopping on my online commerce site, or entering data into my customer relationship management application in a timely and accurate manner, or sharing information on my raw material fulfillment orders properly." Actually, you are partially right in that these are exactly the type of business behaviors, activities, metrics and key performance indicators that enterprise gamification is designed to address. 

Enterprise Gamification taps into people's natural desires for competition, achievement, gratification, social value, fun, and external gains. It not only improves engagement and adoption, but also improves productivity, retention, customer engagement and satisfaction, employee morale, as well as reduces costs and drives up revenues.

 

We use Enterprise Gamification to drive up engagement, reward positive behavior, generate excitement and fun, and create a sense of accomplishment.  When applied to targeted user groups of employee-focused, customer-focused and/or partner-focused enterprise applications, the goal is to positively impact business metrics and key performance indicators such as those listed in the image below:

 

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So, what is Enterprise Gamification? 

 

Enterprise Gamification is a custom defined gamification strategy & design configured into an enterprise gamification platform that is integrated into a host application (B2E, B2B, B2C) using a set of robust gamification API services and UI-widgets, and monitored using gamification analytics to fine tune the user experience.

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Our MCS Gamification Practice

 

Our MCS Gamification Practice, in partnership with Infosys Labs, is bringing our Infosys Enterprise Gamification Platform and gamification services to our clients.  We do this by collaborating with our clients in "Gamification Art of the Possible Workshops" where we explore how gamification can be applied to their employee-focused, customer-focused and/or partner-focused enterprise applications.   From there, we work with our clients through a simple 4-Step process, called our "Infosys Gamification Framework".

 

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Step 1:  Identify an application and set of business processes to gamify and identify business metrics to monitor and measure. For example, they might identify the need to attract prospective users and convert them into buyers.

Step 2:  Define key personas and use cases, along with supporting user activities and behaviors to be gamified, and define an engagement index to reward the users for their positive performance. Then, configure our gamification platform based on the defined gamification strategy & design.

Step 3: Consume & Display Gamification Platform APIs and UI-widgets into the application to be gamified, such as awarding points and badges and displaying leaderboards, and converting points to rewards.

Step 4:  Monitor performance and engagement through our gamification analytics and reporting engine in order to fine tune the gamification strategy.

 

 

Infosys Enterprise Gamification Platform in Action

 

To see our gamification strategy/designs and Infosys Enterprise Gamification Platforms in action, check out these two YouTube videos:

   

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                               Infosys Finacle Youth Banking                                          Allstate Star Driver

 

 

 

For more information or to schedule a "Gamification Art of the Possible Workshop", contact:

Michael Hendrix

Partner - Gamification Practice Lead

Management Consulting Services

Infosys

Michael_Hendrix@infosys.com

210-462-6091

 

 

 

 

Comments

Hi Michael, thanks for giving us an interesting perspective on Enterprise Gamification.

I have four questions.

Q1 - The word Gamification is usually associated or used interchangeably for traditional one-off contests. Though similar in mechanics, the point at which Gamification departs from traditional contests is when the game mechanics is embedded into the core business processes of an organization. E.g. for a purchase function, the layer of Gamification embedded in the underlying process recognizes positive outcomes on parameters of on-time, on cost targets, etc. Similarly for a sales function, the layer of Gamification rewards and recognizes for a successful closure of an opportunity/pursuit. Am I correct in my understanding?

Q2 – From the perspective of the business case to justify the investments in Gamification, how does one tie the improvements in business metrics and KPIs to the use of Gamification? What are the industry benchmarks for improvement in process KPIs post Gamification?

Q3 – What are the pre-requisites or the maturity level required for an organization to implement the four steps of the Infosys Gamification Framework (IGF).

Q4 – I believe the time frame to implement the 4 step IGF is dependent on the no. of processes and their maturity/KPI definition, geo presence of the app users, no. of app users etc. What is the indicative time frame to implement the four steps of the IGF.

Himanshu,

ad 1) that is not true. LinkedIn and Amazon are gamified system, yet there is no element of contests in there. Competition is just one of many many designs. Actually in a work environment, competition and contests are usually very bad as they lead to negative behaviors. Competition is the opposite of cooperation.

ad 2) Here are tons of Facts that show the value of gamification and the justification for applying it: http://enterprise-gamification.com/mediawiki/index.php?title=Facts_%26_Figures

Thanks for the insightful post. I agree that gamification is an important trend and a very effecitive teaching tool in corporate world.

Thanks Mario

thanks for giving this very informative article. I Agree with this gamification is an important trend.

Great piece Mike, thanks for sharing.

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