In search of improving the productivity and engagement of work teams, organizations are always looking for new strategies and methodologies that bring good results both for themselves and for employees. It is in this scenario that gamification arises, which consists of mixing elements of games in other contexts, such as the work routine, through goals, challenges, competition and rewards.
There are several benefits observed for the application of this methodology, among which we can mention: engagement, productivity improvement, competition and cooperation among employees. According to Daniéli Closs, from the blog Endomarketing.tv, the technique can generate positive changes in the behavior of employees, such as persistence to reach the established goals; optimism that it will be possible to reach the results and receive the reward and teamwork, because to overcome some challenges it is necessary to count on the entire team.
Many gamification strategies are based on setting goals, which are like the phases of a game, where for each one that is reached, there is a benefit for the employee. A very simple example is to mount a race grid on the wall of the office and dedicate a “vehicle” to each salesperson and as they make sales, the cart walks a little bit until it reaches the finish line, represented by the final goal. And just like any race, it is necessary to have a “trophy” to achieve the expected results.
There are also organizations that go further, using gamification not only for the team, but also with customers, seeking to improve engagement with the brand, as well as sales. An example of this is Burguer King, which in the pandemic period, seeking to make people keep quarantine, came up with a very interesting action in Brazil. Users of the app should stay at home, keeping their smartphone’s location active, and so, the longer they obey social isolation, the more rewards users can unlock for free on products like fries, burgers and ice cream.
Looking at the market, it is clear that gamification can bring great results as long as it is implemented in the correct way, with achievable goals and prizes that motivate the team to pursue them. The world’s largest companies such as Google, Nike, Starbucks and Microsoft make use of game-based strategies, thus achieving goals for the company and with customers. It is worth studying about it by engaging in creativity to understand how to apply it within the reality of your company.