Gamification in eLearning is fast emerging as an effective technique to engage learners. From the past few years, gamification is continuing to be a very popular buzzword in the elearning market.

As you may be aware, gamification is the process of including game elements and game mechanics to non-game contexts.

Gamification is now being used increasingly in several organizations, for the various corporate training requirements and here in this blog, I have curated and presented ten effective uses of gamification in learning.

Let us see what they are.

1.Increasing sales effectiveness

In every organization, the role of the sales force is very important, the organization should ensure that their sales team is highly competitive. To be competitive in the market, the sales team should be highly skilled and need to have a thorough product knowledge.

But one of the common challenges faced by every organization is training their sales team. A traditional classroom training becomes almost impossible for a big MNC which has salesforce spread across the different geographical locations.

One another important challenge faced here is the lack of engagement in the training process for their sales team.

With the rise in demand for gamification, organization has started to experiment and implement gamification as their strategy to increase the sales effectiveness.

For example, Hewlett-Packard (“HP”) utilized gamification techniques to engage its resellers of several major product lines through an online platform called ”Project Everest.”

Each reseller had an individual profile which used the visual avatars climbing the mountain which was representing sales achievements.

The result was so amazing as Hewlett Packard (HP) were able to achieve over $1 billion of revenue growth after the implementation of gamification.

2.Product training and educating the employees.

Product training is always a time-consuming training process for any organization especially with large manufacturing houses which have numerous products in their product portfolio.

It becomes difficult for an organization to implement such training programs as the employee engagement and motivation among the learners will be less in a classroom training.

With the technological advancements and increased adoption of mlearning etc. the organisation is able to use gamification into product training modules which make the learning fun and enjoyable.
The learner enjoys the experience of playing a game where the organization can use assessments and quizzes, etc. the organisation can also reward the employees with points and leaderboard positions, badges etc for their active participation and passing the assessment tests.

For example, ‘Go To Jupiter’ is a gamified learning solution, used to teach to 500 agents or medical representatives about a new medicine.

AstraZeneca’s agents have to earn points by answering the quiz and playing different mini-games focused on the features of a new product.

3.Employee Recruitment

Employee recruitment is not an easy task. The recruiter has to search hundreds of resume to fill up a single post in the organization.
The recruiter needs to take the pain of further filtering the resume and then shortlisting the candidates which are generally followed by an interview process.

Organisations have started using the strategy of gamification to conduct employee recruitment process.
With the application of gamification, the organization is able to make the recruitment process an enjoying one for the candidate too.
The organizations can bring the element of competition around each person to make one compete against the other and bring out the best that a person has.
They use scorecards, leader-boards, points, and badges etc. to attract the participants to outdo the others.

Gamification is gaining popularity in the employee recruitment process as some companies are actively using the gamification strategies for the pre-induction purpose.
For example, we have developed pre-induction gamified modules for an MNC where they want to gamify the process and experience the process of pre-induction. This makes the recruits well aware of their roles and responsibilities even before they start joining the organization.

For example, “The Shell Exploration Game”, where potential employees are required to explore a given region and squeeze out as much energy out of it as possible by solving problems and puzzles

4.Building brand loyalty

Happy customers will definitely spread good words about brands they love in the form of word-of-mouth marketing, expressing their love towards the brands in the social media platforms, writing reviews and feedbacks, etc. Such scenarios can definitely contribute towards increasing the brand awareness.

In this era of increased competition and when the customers are heavily influenced by advertisements, It doesn’t come easy for any organization and presently organizations are using gamification strategy to increase brand awareness among the customers, etc.

For example, Starbucks applies gamification techniques through their loyalty program My Starbucks Rewards as a way to increase customer engagement and ensure repeat business. Customers who become Starbucks Rewards members receive incentives such as free food and drinks, and customers receive points or “stars” with each purchase. Customers can then redeem these stars for specific items or prizes.

5.Gamification in compliance training.

Compliance training used to be always a big headache for many organizations as the learners considered compliance training to be boring and the organisation feels that they see very less user engagement among the learners..

Organisations are using gamification as a strategy for compliance training as gamification has the ability to convert the boring compliance training programs to engaging and interesting one with the use of game elements.

The biggest advantage of gamified compliance training is that the learners need not have the fear of making a mistake. The gamified module can use the real scenarios here or simulate a controlled environment for the learner to enjoy the learning process.

For example,MetaMythic’s- CIP Defender an award winning elearning module, was made for the utility industry in response to the threat of cyber-attacks by hackers and terrorists against the power grid of the America.
The Federal Energy Regulatory Commission (FERC) requires utilities to comply with a new set of cyber-security standards.
The module used a scenario based gamified approach to educate the learners the importance in strictly following the regulations.

6.Skill Development for the employees.

Several organizations are leading the way in integrating gamification into learning processes, The present turbulence in the job market demands the employees to upskill their talents and skills to get promotions and better job opportunities etc.
Every organization or business wants their employees to perform to their best and help the business to grow and succeed.

There are several organisation which have tied up with several learning portals and other vendors to provide learning contents to their employees. But in many instances, the interest among the learners to learn is easily dying out which is a problem for the organisations.

Hence organisations are trying to integrate gamification into the learning strategies to make the learning process more fun and engaging and thus many organizations have tried their hands on gamification strategy.

For example, Deloitte Leadership Academy (DLA) is an innovative digital executive training program for more than 50,000 executives at more than 150 companies worldwide. They used game mechanics like leaderboards, badges etc to encourage the learners to actively participate in the courses which was a big success.

7.Gamification is used in building better customer support.

Achievements and rewards through gamification can encourage employees to help customers with more efficiency and quality.
They also motivate employees to share new solutions and ideas with other team members.

8.Gamification can be used in training for inventory management.

It is a known fact that inventory management is an important area for an organization. Inventory management should be properly planned and done to ensure that there is no wastage of the inventory, etc.

Training the workforce or the employees in a traditional classroom training can become boring for the learners. The process becomes more complex when there are new recruits as the raining might takes more time and there is a recurring cost involved in training.

Here gamification can be used as an effective learning strategy.
For example, the organization can use a scenario based gamification where the learner is able to enjoy the virtual experience of a factory warehouse.

The organization can include the various game elements like challenges and tasks and once the learner is able to achieve these tasks they are rewarded with the points, badges and leaderboard positions, etc.
For example, the famous automotive retailer Pep Boys, they have a gamified elearning program called Axonify where employees play a quiz game that deals with inventory management and accident prevention.
The learners are rewarded when they complete the quizzes and other assessments.

9. Gamification can be used to promote social loyalty and engage the customers.

When a new product is launched in the market for the initial some days, you can see that the marketers trying to promote the product through several channels to ensure that the product is reaching the target market and people are aware about it.

But after some days the publicity efforts reduces greatly and the user engagement with the brand or product can also diminish

Gamification can be used here to make the users to actively engage with the brand.For example, companies use online forums and websites to promote active discussions among the consumers.
The users are also rewarded with badges, points and there are leaderboards which show the score of the participants.
The brand is thus able to get closer and associated with the customers.
There are some companies which use gamification strategy of rewarding the consumers.

For example, Samsung has an online portal called Samsung Nation which allows the exclusive samsung users to login to this platform , The portal allows to write a review, engage with other users and earn more points and rewards.

Hence I feel that one of the greatest things about gamification is its limitless potential.
Organisations can literally take gamification anywhere they can conceive, and in most cases, the more innovative, the better.
With the future predicting an increasing trend for gamification, I feel that gamification is here to stay and more organizations will definitely include gamification as their learning strategy.

I would like to hear from you what are the other effective uses of gamification at your workplace learning.