Gamification has revolutionized the world of corporate training. It is one of the fundamental techniques of modern marketing.. Les benefits of gamification are therefore undeniable. However, there are some limitations to take into account when applying this fun approach. What limits are we talking about and what are the pitfalls to avoid?
Gamification: to motivate employees
Gamification first appeared in 2000 after the discovery of lack of enthusiasm among employees at the idea of taking vocational training. Companies have therefore begun to organize games and competitions internally, or for customers, in order to benefit performance or loyalty. Symbolic and financial rewards, and even level ups have been offered as a result.. The term Gamification has been democratizing since 2010 and is currently adopted by many companies around the world.
Gamification refers to the use of technologies and functionalities from video games to apply them in the professional environment or in learning. These video game actions are in fact linked to psychological mechanisms that are likely to generate new knowledge, Soft Skills, and enriching interactions. The purpose of gamification is to motivate employees or learners while transmitting essential values and essential information.. It makes it possible to collect data while increasing the frequency and quality of contacts in order to improve the profitability of activities. There are an infinite number of gamification techniques, such as:
- Point systems;
- The challenges;
- The badges;
- The levels;
- The statutes;
- Collaboration;
- Scoring;
- Progression, etc.
The advantages of gamification
La Gamification now affects all sectors of activity, from education to medicine, including industry, catering, communication and much more. Generalized digitalization and the almost systematic exploitation of social networks facilitate its expansion. This solution is therefore presented as an innovative marketing strategy that meets both the goals of brands and the needs of consumers. It promotes the engagement of customers, employees and even learners. As part of an apprenticeship, gamification makes it possible to obtain a Increase in skills. In the context of work, she helps to observe and monitor each employee to know their capacity, their degree of involvement and their level of progress. As a result, the advantages of gamification are multiple, namely:
- Customer engagement and loyalty;
- Branding, company reputation;
- Strengthening and animating communities;
- Entertaining activity generating social ties and exchanges;
- Learning effectiveness;
- Product placement, data collection.
What are the limits of gamification?
Although the results of gamification tend to confirm its effectiveness, studies have highlighted its limitations and disadvantages. It turns out that in some cases, gamification can have the opposite effect: it can become counterproductive and harm the well-being of employees. It is very important that a gamification campaign be perfectly adapted to the sector of activity and to the values of the company. A tool that is not appropriate to the context and the situation, even if it has been proven by others, will not necessarily work for a given company. It's about compatibility.
In addition, gamification should always include a reward, the reward being motivating.. Indeed, employees or customers will find no interest in engaging in Serious Games gamification if they don't get a reward. The problem is that the reward may come before the message.. Likewise, if the game is too complicated, no one will be really motivated to participate. On the other hand, if the game is too simple, people will get tired of it. It is therefore necessary to find the right balance and the right compromise.
Another disadvantage is that gamification techniques often face the problems of cheating or hacking with robotic programs that can sabotage games.
Pathologies caused by gamification
A fun learning method applied to the professional world, gamification often raises the question of reliance. It is used by many experts in marketing and customer relationships, and is presented as a business strategy to manage the behavior of subjects. However, it does have some limitations. Certainly, in a certain sense, it influences buying behavior in addition to increasing motivation and commitment. However, the psychological mechanisms of gamification can also generate various pathologies:
- The strong competitiveness which can lead to division and individualism;
- La constant search for gratification : the subjects will act only in order to obtain a reward;
- La constant search for pleasure and stimulation, which may put the business side in the background;
- Employees are becoming too used to, or even dependent on, rewarding relationships;
- La Excessive gamification can make you lose sight of the challenges of training or professional activities.
The added values of gamification are indeed tangible provided you master the tools and to know how to use them wisely! Gamification can be a real asset for your professional training when it is in line with the main objectives. It is also important to remain attentive to your collaborators, to make changes if necessary.
