Vice president of gamification at Agate Level Up
According to the Cambridge Dictionary, gamification means “the practice of making activities more like games in order to make them more interesting or enjoyable”. (Shutterstock/Inspiring)
Have you heard of gamification? While the term may sound foreign to you, it is commonly implemented in our daily activities. According to the Cambridge Dictionary, gamification means “the practice of making activities more like games in order to make them more interesting or enjoyable”.
Activities in gamification could be taken from or inspired by game design. Those activities should be enjoyable and interesting. Also, it should not be implemented in a hurry. You need to take the time to make it perfect and suitable for your business type.
Tech startups need to gain a lot of customers or application users. Gamification in marketing mobile applications is designed to rapidly increase application usage by applying game design and principles, without necessarily implementing a complex game.
Let's take another example: On a typical Monday, our employees return to the office to check a backlog of emails, go to meetings, sit at a desk from 9 to 5 and do all the other routine tasks as always. A lack of motivation and excitement may set in as the routine goes on and on. It is then much more likely that they will slog through tasks without enthusiasm or ambition.
Gamification spurs creative thinking skills, teamwork and fast problem-solving.
Now imagine that the first Monday morning of the new month begins with an announcement that a best employee competition will be held once a month. The leaders will appear on the monitors in the corporate office and the winner will receive a point from the CEO directly. They could use those points to increase their opportunity for a bonus. Now our employees’ new month starts to look fresher and more exciting as our team has an immediate reason to perform well. And that is an example of gamification in HR practice.
Gamification nowadays is also widely applied at the corporate level. According to a survey conducted by Forbes Global, over 70 percent or 2,000 companies planned to use gamification for its marketing purpose of customer retention. Many large-scale organizations and brands use gamification to attract new customers and gain more engagement with their customers.
Let’s take a look at one of Agate Level Up’s products, Levio. It uses gamification strategies to turn your heavy training modules into bite-sized materials with an interactive user interface that will enhance the experience. Users can read compact sessions, watch videos and practice anytime anywhere, based on their pace.
Levio also provides other fun gamification components such as badges, points, leaderboard, mini games and a growing avatar to show the level of users. In the meantime, you as the employer can ensure the growth of your employees by monitoring it closely with Levio.
Many marketplace companies such as Tokopedia, Shopee and Bukalapak also don’t want to miss the game of using gamification for marketing. A number of their campaigns involve enjoyable and interesting methods of implementation. Campaigns such as Goyang Shopee, Tap Tap Tokopedia and other similar campaigns are an example of successful gamification implementation.
As another example, Arctic Shores is a company that specializes in developing gamified assessments. They are a fast-growing company with client relationships that include Siemens, Deloitte, e-on, Citi KPMG and RBS. Their service offers gamification as part of the recruitment process. They call it a game-based assessment. It refers to a new form of psychometric test that measures potential employees' personality and their cognitive abilities.
Gamified assessments can collect over a thousand behavioral data points and measure competencies such as risk-taking, endurance and perseverance — alongside more traditional traits like numerical ability, verbal and logical reasoning, etc. Such behavioral data is also much harder for candidates to manipulate.
If candidates are more engaged and less distracted when completing their assessments, their scores are more likely to represent their true abilities accurately. Lastly, backed with an engaging interface, they really offer a much more interesting alternative to the traditional psychometric test for candidates.
According to data recently released by Arctic Shores, one of their clients, Siemens UK, doubled the proportion of female candidates that made it past the initial stages of graduate recruitment from the previous year. Another client, Pymetrics, says their assessments have boosted recruitment of under-represented groups, with one financial services firm increasing the number of minority candidates offered technical roles by 20 percent.
According to Shawn Goldsmith, founder of sales and marketing firm Makarie, gamification sets a bar as a solution that is designed to reinforce nine important tenets:
Let’s take a look at Gojek’s gamification method as an example of these tenets. When customers complete their transactions, they rate the drivers symbolized by stars based on their work performance. This rating system is the main element to drive the drivers’ motivation to get more perfect stars in the next transactions. When they have completed jobs with mostly 5-star ratings, they will get a nice reward for the day. That’s the goal-setting.
Additionally, the driver who collects the most stars will be displayed on the leaderboard as the best driver of the month. That’s evidence of accomplishment and status in a community. On the other hand, the drivers who never get onto the leaderboard will be motivated to improve their performance. That’s engaged learning, competition and also collaboration. With this system, Gojek has automatically built a community by using gamification for its drivers.
Furthermore, according to Forbes, the power of gamification can eliminate the evil side of competitiveness. It taps into the competitive fire and makes us more engaged, feel a greater sense of accomplishment and willing to go the extra mile. Gamification creates a situation where everybody wins.
In Indonesia, Agate Level Up is one of the leading companies if we are talking about gamification. Through gamification as the solution, Agate Level Up will help your businesses and companies to reach a higher level. The core belief says life will be better when happiness is there, and gamification is the solution to achieve that. Agate Level Up offers gamification solutions to enhance engagement with employees and customers with a modern and fresh concept.
The nature of games is to drive and motivate, while human nature is in constant need of motivation. As technology is advancing each day, games can now offer more than just a stress release. For this reason, companies should jump right into the game and implement more gamification to compete with each other in the global business arena.
The writer is vice president of gamification at Agate Level Up. Marvin began his work experience as a freelance server administrator for DigiGame Cyber Café while also attending management school at ITB. Before joining Agate as a Product Manager in 2012, he co-owned several entrepreneurial businesses. In 2019, Marvin was appointed Agate’s VP of Gamification.
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Disclaimer: The opinions expressed in this article are those of the author and do not reflect the official stance of The Jakarta Post.