MURDER, POLITICS, AND THE END OF THE JAZZ AGE
by Michael Wolraich
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The Engagement Economy - How gamification is reshaping businesses
By EmmaZahn on Thu, 08/23/2012 - 12:22pm |
Opower’s new product is more than an online report. It looks like a traditional web page, but it also feels a lot like a game. Users can complete challenges, participate in groups, and earn points and badges tied to real-world data. The goal is to keep users highly engaged, returning online to the app and participating, which then leads to real-world results.
The use of items like leaderboards, badges, missions and levels is part of a trend called gamification that can be seen in a growing variety of industries and applications. It’s a trend that analysts claim will be in 25 percent of redesigned business processes by 2015,6 will grow to more than a $2.8 billion business by 2016, and will have 70 percent of Global 2000 businesses managing at least one “gamified” application or system by 2014.7
Gamification is about taking the essence of games—fun, play, transparency, design and challenge—and applying it to real-world objectives rather than pure entertainment. In a business setting, that means designing solutions for everything from office tasks and training to marketing or direct customer interaction by combining the thinking of a business manager with the creativity and tools of a game designer.
URL:
http://www.deloitte.com/view/en_US/us/Insights/Browse-by-Content-Type/deloitte-review/c7cee86d96498310VgnVCM1000001956f00aRCRD.htm
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