Adam Holtby, Analyst, IT Service Management, Ovum

Gamification (the use of game-thinking and game mechanics in non-game contexts) continues to gain interest among enterprises and the public sector. Regardless of whether you approve of the buzzword itself, there is little doubt that the practices gamification embodies and promotes can be beneficial to a wide array of organizations in achieving overarching business strategies and tactical objectives. To reach a nirvana state with any gamification initiative, organizations need to consider the key factors discussed below.

It must benefit the business

Gamification can help enhance customer engagement and manage employee behaviors and productivity levels, but there must be clear understanding of how such an initiative will directly benefit the business. Ideally, a mapping of the value that any gamified activity, process, or technology will deliver in better supporting business goals and desired outcomes will be developed as part of the planning stage. It …