Gamification: Engagement Strategies for Business and IT

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Gamification has emerged as a significant trend in recent years. Gamification uses game mechanics and game design techniques in non-gaming context – it's a powerful tool to engage employees, customers and the public to change behaviors, develop skills and drive innovation. Our Special Report evaluates the trends, how gamification is being applied in various industries and explores its future opportunities.

Research VP Brian Burke discusses the trend of gamification and how it's being utilized in the enterprise.

Gamification Research


Gamification: Designing for Player-Centricity

8 November 2012

Organizations must move to player-centric design approaches to be successful in achieving player and business objectives. The majority of current gamified applications will fail to achieve business objectives due to poor game design.

Hype Cycle for Emerging Technologies, 2012

31 July 2012

This Hype Cycle brings together the most significant technologies from across Gartner's research areas. It provides insight into emerging technologies that have broad, cross-industry relevance, and are transformational and high impact in potential.

Gamification 2020: What Is the Future of Gamification?

5 November 2012

Gamification is a tool to design behaviors, develop skills and enable innovation. Combined with other technologies and trends, gamification can cause major discontinuities in innovation, employee performance management, education, personal development and customer engagement.

Gamification Meets Analytics With Kaggle

1 June 2012

This note describes how Kaggle is bringing "the collective" to "the predictive" to help companies overcome their advanced analytic skills gaps.

IT Organizations

The Implications of Gamification on IT Operations

7 August 2012

IT service management change initiatives require significant effort to change people's behavior. Gamification provides an opportunity to engage individuals, and to modify and reinforce individual behavior, increasing the likelihood of project success.

Use Gamification to Ensure Engagement for EA Initiatives

2 November 2012

Enterprise architecture teams can successfully deploy gamification in delivering their business outcomes by following a few basic best practices.

Raise Your DevOps Game through the Use of Game Mechanics

6 November 2012

Changing the culture is key to implementing a sustainable DevOps-style environment. We examine the use of games to identify challenges, improve collaboration, increase initiative and foster a high-performing team.

Employee Engagement

Gamification: The Serious Side of Games Can Make Work More Interesting

13 August 2012

Business process professionals are in a key position to incorporate game-playing techniques that will support serious improvements to common work challenges and issues with lack of engagement.

Gamification Will Induce Employees to Use HCM Solutions

8 November 2012

Gamification can dramatically increase participation in human capital management processes, such as e-learning, performance management and recruitment. HR managers should apply gamification to processes with low voluntary participation, and look beyond traditional HCM vendors.

Improve Effectiveness and Creativity with Lessons Learned from Games

16 October 2012

Minecraft has become a runaway success for emergent gamers despite its lo-fi graphics and total lack of a script or story line. Using gamification techniques extracted from this style of game playing, enterprises will be able to inspire better ways to unlock employee creativity.

Best Practices for Harnessing Gamification's Potential in the Workplace

18 October 2012

Gamification hype is rampant, and the uses inside the enterprise are still emerging. This research defines opportunities, and pitfalls, for using gamification to make employees' work more interesting, unshackle creativity and contribute to bottom-line results.

Gartner's Top Predictions for IT Organizations and Users, 2013 and Beyond: Balancing Economics, Risk, Opportunity and Innovation

19 October 2012

These top predictions focus on the economics, risks, opportunities and innovations that will drive CIOs to move to the next generation of business-driven IT solutions.

Industry Perspectives

How Social Gamification Improves the Success Rate of Retail New Product Launches

2 August 2012

Retailers want to obtain customer information that enables improved decision making in stores and at headquarters. Supply chain leaders should follow the best practices David's Bridal uses to accurately measure customer responses to styles before launching them in stores.

Gamification Is Poised to Transform Insurance Sales Force Management

18 September 2012

The application of game mechanics will give P&C and life insurers a new tool to change agent behaviors, create stronger partnerships with agents and generate new sales. Insurers that fail to develop competencies will struggle to compete in this new environment.

Using Gamification to Take Engagement a Step Further in Consumer Goods Manufacturing

31 October 2012

Gamification is moving beyond traditional games into new areas of consumer decision making and engagement in the CG industry. IT leaders can learn from examples from leading companies on how this tactic can be leveraged.

Gamification Opportunities for Utilities and Corporate Sustainability

9 November 2012

Utility IT leaders and corporate executives with energy-efficiency and sustainability objectives can leverage gamification to activate customers and engage employees to achieve objectives. To do so, they must design games that activate players through motivation, momentum and meaning.

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