The use of “gamification to improve productivity within the organization in order to foster innovation, enhance camaraderie, or otherwise derive positive business results through their own employees.
Published in Chapter:
Reshaping Business Organizations Through Gamification
Sukhvinder Singh (Maharaja Agrasen Institute of Technology, GGS Indrapratha University, India) and Vandana Gupta (Amity University, Noida, India)
Copyright: © 2020
|Pages: 21
DOI: 10.4018/978-1-7998-0131-3.ch002
Abstract
Gamification is the application of game-design elements, mechanisms, and principles in non-game contexts, typically as an online marketing technique to encourage engagement with a product or service, improve organizational productivity, crowdsourcing, learning, and employee recruitment. The global gamification market was valued at USD 2.17 billion in 2017, and is expected to reach USD 19.39 billion by 2023, at a CAGR of 44.06% over the forecast period (2018-2023). The growth of smartphone and smart devices have attributed towards the growth of a vast base of gamification market. This growth is also supplemented by the increasing recognition of gamification systems as a method to architecture human behavior to induce innovation, productivity, or engagement. This chapter explains the role of gamification in reshaping business organizations with reference to select cases on gamification used by corporates for promotion, active customer and employee engagement, and brand loyalty.