The Risks Of Gamification For The Enterprise

Applying Game Mechanics To Business Setting

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March 29, 2012

The Risks Of Gamification For The Enterprise

By Jacob Morgan

This post was inspired by a discussion I had with Bert Sandie who is the Director of Technical Excellence at Electronic Arts.

It seems as though nowadays everyone is talking about "gamification" for the enterprise. For those of you not familiar with the concept, gamification is all around taking game mechanics and concepts and applying them to a business setting. Think of something like an airline loyalty program or a customer service forum where participants are rewarded and recognized for their contributions but applied to the workplace . Although we throw around the gamification terms haphazardly, the reality is that there is a lot that is required to understand how games work and what makes them successful (just ask Bert over at EA). People go to to school and study game theory, psychology, and game mechanics to understand what drives people to play games and what makes some games so addictive (and fun). Why do some games succeed while others fail? You can see that there is a lot that goes into understanding gamification which is why it can be a bit frustrating to hear so many people just throw the terms and concepts around. It seems as though nowadays everyone is a gamification expert. I studied a bit of this at UCSC (majored in Psychology and Economics) and was always fascinated by the topic.

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