When you are set to play a video game where you shoot all the bad guys, you won’t be wrong to think of it as a realistic depiction of a military operation. But do you know that national militaries in some countries have been using gaming technology for decades? Yes, military trainees in these countries practice their sharpness through, among other things, first-person shooter games. This begs the question to be asked: is the virtual world mimicking the real world or vice versa?
When it comes to the use of gaming technology, the military is not an isolated example. Enterprises across the world are using gaming technology and gamification for a variety of practical purposes. You and your rummy game enthusiast colleagues may have been gelling well over a rummy app already. But the use of games in offices goes beyond entertainment and pastime.
Gaming technologies are increasingly being adopted in the enterprise sector, driving innovation in employee training, collaboration, and simulation. From virtual reality (VR) to gamification, these tools are enhancing productivity and user engagement across industries.
Attention from Employees
The use of gaming technology in the military is an example of enhanced learning in a controlled environment. This is being applied by enterprises in employee training as well. HP found the positive side of it when it added gaming attributes to its channel partner training programmes.
HP hired Centrical as their education partner. Centrical is regarded as one of the top gamification platforms for employee learning and development. HP channel partners underwent the training and earned points for doing so in a game-like manner. These points could be redeemed in a Centrical virtual store. Within three months, 31% of prospective attendees logged in for the course. The training module completion rate increased by 50 times!
Cisco used the gaming ideas from the likes of League of Legends to impart social media training to its employees. Employees could earn badges and advanced levels as a part of this programme. Microsoft saw a 12% drop in absenteeism and a 10% improvement in the calls per shift after their training programme for contact centre agents. What did the trick was a fun and engaging training programme, with badges and points earned as they learnt.
IBM observed a 226% increase in course completion and a 694% pass percentage in exams in their digital programme. Again, the trick was a gamified system with the ever-reliable badges involved. European BPO Webhelp improved agent onboarding by 50% by using corporate gamification in its microlearning modules for employee engagement.
Better Business Performance
Enterprises are not just looking inward with their gaming technology concepts. They are positioning their brands and generating better customer response and engagement through gamified marketing efforts.
Credit card use gets us reward points. But gamification can make loyalty reward programmes more engaging and increase returning customers. Adding gamified content like a spin-to-win widget is a commonly used gamified technique. Businesses are using augmented reality for a gamified marketing experience, with campaigns like virtual treasure hunts and personalised avatars.
Starbucks saw a 50% boost in sales and gained 29 million new customers with their tier-based membership scheme. Members could unlock discounts, earn free items and get personalised offers through this scheme.
Nike introduced its Run Club campaign that gave solo workouts a social twist. Competitive targets were set between friends, with goals to set and achievements to be made. It helped the footwear giant to build a tight-knit community of customers.
It must be mentioned here that the introduction of gaming elements in marketing is not a digital-era phenomenon. As early as 1987, McDonalds ran campaigns where customers collected sweepstakes game pieces, attracting them to repeat visits that resulted in higher sales for the fast-food chain.
Beyond the Joystick
Be it internal processes or targeting customers, gaming elements are helping enterprises achieve their goals more engagingly. Irrespective of its use, gamified processes bring out the inner child in us and encourage us to engage in an uninhibited manner. It helps businesses to disguise the underlying seriousness and monotony of the processes. It makes the entire exercise relaxed and fear-free. Believe it or not, there is a global gamification market today, which is growing at a 28% CAGR. It was valued at $13.8 billion less than two years ago.
It must be remembered that video gaming enjoyed a golden phase among millennials in the 1980s and 1990s. The consumers of those games, the millennials, were also the early patrons of online casual, fantasy, poker, and rummy games, downloading rummy game like RummyPrime by the millions. They now form a substantial part of the workforce. By 2025, they are expected to represent 75% of the workforce. As a generation, they can relate to gaming elements in everyday life more than most.
Game On
Gamification and integration of gaming technologies are helping enterprises connect with their employees and consumers at an emotional level. It is a ready-to-use recipe for drawing instant attention and engagement. The audience seems to be enjoying the excitement and the autonomy it provides them, ensuring that this strategy continues.
Disclaimer: Gambling carries significant financial risks, is potentially addictive, and may violate laws in your area. Please gamble responsibly within your means, and ensure compliance with all applicable regulations before proceeding. This content is for informational purposes only.
