Game on: Engaging customers and employees through gamification

Managers are frequently tasked with increasing the engagement levels of key stakeholders, such as customers and employees. Gamification-defined as the application of game design principles to change behavior in non-gaming contexts-is a tool that, if crafted and implemented properly, can increase engagement. In this article we discuss how gamification can aid customer and employee engagement, and delineate between four different types of customers and employees who act as 'players' in gamified experiences. We include illustrative examples of gamification and conclude by presenting five lessons for managers who wish to utilize gamification

Is it all a game? Understanding the principles of gamification

There is growing interest in how gamification-defined as the application of game design principles in non-gaming contexts-can be used in business. However, academic research and management practice have paid little attention to the challenges of how best to design, implement, manage, and optimize gamification strategies. To advance understanding of gamification, this article defines what it is and explains how it prompts managers to think about business practice in new and innovative ways. Drawing upon the game design literature, we present a framework of three gamification principles-mechanics, dynamics, and emotions (MDE)-to explain how gamified experiences can be created. We then provide an extended illustration of gamification and conclude with ideas for future research and application opportunities