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Gamification for Modification

By: Beth Doriani | 10/26/2011

How Adding Fun Can Drive Behavior Modification and Business Results

Gamification is the buzz word floating around offices and business conferences all over the world. Yet many are still asking: what is it?

Gamification takes the components of a game - the experience, dynamics and even mechanics - and applies them to non-game situations, specifically business practices and solutions, to make them more fun and engaging. In the current business climate, gamification is frequently viewed as a critical factor in driving customer loyalty and employee engagement.

According to gamification expert, Michelle Pokorny of Maritz Research, "the more we learn about what really drives and motivates behavior in people, it becomes obvious why game-like elements are valid tools used to create a more enriching and engaging experience overall."

One widely used example is the Nike+ software that allows customers to set goals and track points designed to motivate them to exercise more.

While Pokorny is applying game science theory to business practices, psychologists have been studying gamification as it applies to behavior modification.

In 2009, Volkswagen launched a mini-site titled TheFunTheory.com. The site is dedicated to the thought that making activities more fun is the easiest way to change people's behavior for the better. To test this theory, Volkswagen conducted a series of experiments in Sweden based on these questions - Can we ensure everyone keeps their safety belt on by making it fun to do?  Can we get more people to obey the speed limit by making it fun to do? In the video below, they asked: "Can we get more people to take the stairs by making it fun to do?"

Watch what happened in Odenplan, Stockholm, to find out.

The names may differ, but the theories remain the same. It appears fun is one of the best ways to change human behavior for the better - both in business and throughout society.

So whether you need extra help remembering to recycle or to floss every day, or you are seeking to increase employee engagement across your company, consider gamification techniques as potential solutions. Behavior modification is never easy; rewarding desirable behaviors with fun can help in that process.

Posted in Employee Relations