ITEXPO Panel: Gamification Can Get Us Closer to the Quantified Enterprise

By Paula Bernier February 04, 2013

The younger set has been raised on a regular diet of electronic games, including on tablets and smartphones gaming consoles and computers. So perhaps it should come as no surprise that a 2011 MTV study revealed members of Gen Y, which make up 25 percent of today’s workforce today, think a “game-like metaphor” can be applied to virtually every aspect of their lives.

Of course electronic games are not an area of interest reserved exclusively for the younger set. People of all ages like to play electronic games. The average age of a World of Warcraft player is reportedly mid 30s. And one recent report even indicates the average online gamer is a 43-year-old woman.

Whatever the demographic, there are some one billion regular game players on the planet. That number is growing, and it’s never gotten smaller, according to Gartner, Inc.

Electronic games have become so embedded in the human experience that many organizations are now working to leverage game mechanics – like avatars, leaderboards, online badges, and other rewards – in non-game environments to drive sales and user engagement, enhance learning, and increase employee productivity.

Today, a session called “Using Gamification to Drive Behavior” at ITEXPO Miami explored how businesses can benefit by leveraging gamification to encourage certain activities and realize various outcomes internally and/or externally.

The panel, moderated by TMC’s Paula Bernier, featured Michelle Accardi, vice president of Internet marketing, at IT services and management company CA Technologies, which leverages gamification within its MyCA customer community; Omar Divina, regional vice president-East at gamification platform provider Badgeville, which serves such customers as Bell Media, Dell, Deloitte, EMC, NBC and others; and Edward Naef, vice president of CSMG, a TMNG company that is a boutique strategy consulting firm serving the communications, technology, and digital media industries. 

While gamification is sometimes seen as a controversial and perhaps less than business-focused term, the bottom line is that – if applied correctly and with a certain goal in mind – it can help businesses do things such as increase employee involvement in areas they deem important, drive customer loyalty, decrease customer service costs, and increase average revenue per customer.

“Ultimately, it’s all about the data,” said Divina, adding that gamification is just another tool to help realize “the quantified enterprise.”




Edited by Braden Becker

Executive Editor, TMC

SHARE THIS ARTICLE
Related Articles

Reports of the Death of the Deskphone are Premature; Allworx Says We're on the Verge of a Deskphone Revolution

By: Erik Linask    1/19/2017

We've heard commentary about the death of the deskphone for several years now. Yet, if you look on most corporate desktops, you'll still find one. The…

Read More

Microsoft Makes AI Moves in Montreal

By: Alicia Young    1/19/2017

Recently, Microsoft has shown a growing interest in Montreal's booming artificial intelligence (AI) presence. This has spurred a series of acquisition…

Read More

What to Do About Netflix Shares

By: Steve Anderson    1/19/2017

Netflix has destroyed all estimates about its share prices, but how should investors respond?

Read More

The End of Work as We Know It: 6 Big Predictions for 2017

By: Farrell Hough    1/19/2017

The future of work in 2017 and beyond will center on using increasingly capable technologies to improve our productivity to the point where we can foc…

Read More

Achieving a Coveted Management Position in the Tech Industry

By: Lindsey Patterson    1/18/2017

If you want to be competitive in the job market for management in the tech industry, ask yourself the following three questions: What am I actually go…

Read More