Four categories of enterprise gamification
April 22, 2014 1 Comment
When you think of gamification, what are the common things that come to mind? Points, badges, leaderboards. These items are in the cognitive toolkit. But looking at the sheer variety of game mechanics, you can see that’s it’s a much broader field than that:
These 48 different mechanics (via SCVNGR and Badgeville) aren’t the complete list, but they provide a sense for the possibilities. However, the quantity of game mechanics makes its difficult to coherently analyze what, if any, means are relevant for an initiative. I found myself facing that in some work I was preparing for a client. My job-to-be-done? Provide an accessible way to understand the different gamification techniques relevant to crowdsourced innovation.
Having done some gamification work previously as a product manager, I called on that experience and various research on the topic. The following are the categories that made sense to me in the context of the enterprise environment:
You might notice that I’ve couched the descriptive statement of each in the first person. That fits the approach to gamification, which is about motivations of individuals, what matters to each of us. Here’s a bit more about each.
Achievement: I work to attain an objective. This category calls on the desire many of us for mastery. To be well-versed and proficient in something. There is a sort of competition, but it’s against a standard, a benchmark. Not others.
Recognition: My contribution is acknowledged. Recognition is a form of feedback, an affirmation of one’s capabilities or position and a manifestation of status among peers. Recognition strikes me as the most powerful form of motivation.
Competition: I compete for a limited number of awards. These gamification techniques appeal to the desire to compete. They can elevate people to moments of excellence in their participation (think of sports you’ve participated in previously). Powerful when used in an appropriate context. But it’s a category that needs to be treated with care. Clumsy implementation of competition gamification can poison an initiative.
Valuables: I want to secure something of value. Valuables can address avoiding the loss of something or gaining something new. Valuables include the things you might expect: points-based rewards systems. But they can include countdowns to do something (I need to do something before I lose the opportunity), or competition to win funding for an idea, for example. Very useful, but Valuables need to be handled with care to avoid unintended consequences (e.g. high volumes of low value contributions; mindset that participation only happens when there’s a reward).
I’ve applied these different gamification categories to different innovation scenarios in my new post: The gamification framework for business innovation. I also look at the purpose of gamification there, some common misperceptions about it, and five key design principles.