How Do You Measure the Effectiveness of Gamification?
Gamification, or game elements in a non-game context, is a general technique businesses use to increase worker productivity. But how do you know if it’s working? And how can you measure its effectiveness? In this blog post, we’ll explore ways to measure the effectiveness of gamification and highlight some companies that have gotten results with gamification.
Where Is Gamification Applied?
Gamification can be used in various industries, from education and training to marketing and customer loyalty programs. It can also applied within a company for internal processes, like improving employee engagement and productivity. The effectiveness will depend on how well the gamification elements integrated into the specific context and goals.
It’s important to note that gamification is not a one-size-fits-all solution. You have to analyze the effectiveness and make continuous adjustments carefully as needed. As with any strategy, there potential pitfalls, and it’s not guaranteed to work in every situation. However, when done well, gamification platforms like Zizo can be powerful tools for driving engagement and behavior change.
How to Measure the Effectiveness of Business Gamification?
One way to measure the effectiveness of gamification in a business context is to track any improvements in productivity or performance metrics. You can also look at employee engagement, retention rates, customer satisfaction, and loyalty. Ultimately, it all comes down to whether the gamification elements successfully drive toward the desired business goals. It’s essential to assess and make adjustments to ensure effectiveness.
There are several methods for measuring the effectiveness of business gamification, but they’re all imperfect in one way or another.
Participation rates –
This most common method used by businesses to measure the effectiveness of their gamified applications. It works by tracking how many users play each game and how often they play it over some time. For example, you may want to know how many people participated in your company-wide sales competition over a month-long period. You could then compare this number against participation rates from previous competitions or against other internal initiatives to see if participation has increased or decreased since those initiatives began.
The problem with this method is that it only provides information about how many people are participating in your program rather than about whether or not they’re enjoying it. These two things aren’t necessarily related; an employee could participating in an activity simply because they feel obligated to do so. So if you’re trying to determine whether or not gamification is effective, you should instead focus on measuring engagement.
Other metrics to track include employee productivity, efficiency in completing tasks, and overall satisfaction with the gamified system. Companies may also want to track any improvements in sales or customer retention and engagement on the platform or with the gamified process.
When done well, gamification can be a valuable tool for driving engagement and behavior change. The best way to get started is to adopt a reliable gamification platform with robust compliance to protect your employee data. However, it’s not a guaranteed solution, and careful analysis is needed to ensure effectiveness.
Another metric could be behavior change. Has gamification incentivized employees to show up more and go out of their way to complete tasks? This can also measured through data tracking on gamification software.
Business Gamification Case studies
Here are some case studies from companies that have successfully adopted gamification in the past:
- Coca-Cola achieved up to a 300% increase in sales of VitaminWater products with the help of a “game” called “LevelUp”. In this game, players rewarded with points for buying Vitamin Water products, which could redeemed for special prizes. Players also access exclusive content like videos and photos of celebrities drinking VitaminWater.
- McDonald’s used an app called “McD’s Greeters” to reward customers who visited their restaurants frequently with free food items. The app would calculate the number of times a customer visited the restaurant and award them with free items based on this number (e.g., after six visits, they would receive one medium fries). The program successfully expanded nationwide within just a few months after launch!
- JetBlue Airways uses gamification to motivate people to fly more often by offering rewards based on how many miles they fly with the airline each year. For example, if you reach 100,000 miles flown within 12 months, you can access airport lounges at JFK International Airport (JFK) in New York City (NYC).
- Uber, a ride-hailing service, uses gamification by offering different status levels to its drivers based on their driving experience with Uber so far, as well as special perks like access.
The Future of Employee Gamification
Gamification is nothing new; it’s been around since the 1970s. You’ve probably encountered it without realizing it. The future of employee gamification lies in its continuous evolution as a tool that can used to achieve business goals beyond just improving productivity and engagement.