In today’s Forbes online article, The Gamification of Business by Brian Burke analyst at Gartner who covers enterprise architecture and emerging gamification trend, he points out the current issues with gamification implementation. “We predict that by 2014, 80 percent of current gamified applications will fail to meet business objectives, primarily due to poor design. This design includes defining business objectives as well as application definition, deployment and adoption.” This is similar to my original article Gamification, is it all hype?
I am however, most interested in his point that “by 2015, 40 percent of Global 1000 organizations will use gamification as the primary mechanism to transform business operations.” This makes it important for the IT Organization to realize that some of the ITSM solutions will have gamification as part of the solution. But think about the problem first and then determine if the solution is a fit.
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Burke’s article further points out, “The hype that currently surrounds gamification is deafening and the press is full of stories of companies that are leveraging this trend. Careful examination shows that many of the leading edge companies leveraging gamification today are willing to describe the solutions they are implementing but are less willing to describe the business results they have achieved.” Again, if don’t let the hype of gamification drive the solution. Define the business need and find the solution that best fits the objective.
Find a solution for a problem; don’t find a problem to solve with gamification. “Many of our client conversations start with the question, “How can we leverage gamification in the organization?” While opportunity identification is not inherently wrong, companies must avoid turning gamification into a solution looking for a problem to solve.” I agree 100% with his findings.
And of course, the end-user is the most important part for any engagement strategy designed to solve a business objective. “The sweet spot for gamification objectives is where the business objectives and player objectives overlap. Gamified applications must be designed to motivate players to achieve their goals.” Not the other way around, as I point out in another recent post, Service Desk Gamification - Not the Priority.
Good luck with your 2013, IT Organization planning, and remember to focus on business objectives first. This will lead you towards the best solution to meet your needs.