Happy New Year, everyone. As I customarily do, I'm looking back on 2011 with an eye toward emerging trends that bear watching. In the latter half of last year, I started to receive a lot of questions from content & collaboration professionals and journalists regarding gamification. The fuel for this undoubtedly comes from businesses' burgeoning love affair with gaming dynamics in consumer web marketing efforts (chronicled by Forrester here, here, here, and here). The questions I get, though, are from individuals looking to understand if gamification has business uses outside of enticing consumers to engage more deeply with the company.
As an analyst who has covered serious gaming (the use of games and gaming dynamics to teach, change attitudes and behaviors, and inspire action) for five years, these inquiries bring a smile to my face. As you may guess, my answer to these interested parties is, "Of course you can use gamification to enhance other processes in your business." My confidence in gamification's utility to internal business processes comes from the fact that, at its core, this is an old idea in business. You might have just said "huh?" Permit me a moment to explain.