Gamification

What it means

Gamification is using game elements such as points, badges, levels or leaderboards outside games, for example in loyalty programmes, training or staff motivation. It taps into people's natural urge to compete, collect and see their progress.

It works when it supports a meaningful goal rather than just collecting points. An app that rewards regular exercise, or training that unlocks new levels as topics are mastered, helps people achieve something they want anyway.

In business, gamification is used in customer onboarding, where a progress bar guides users to complete their profile, in referral programmes and in sales contests. It helps increase engagement and repeat use of services.

How it works in practice

In employee training, gamification can raise course completion, for example with short quizzes, badges and team competitions. The content must be useful, and game elements should not distract from learning.

Loyalty programmes use membership tiers, challenges and rewards for activity. Points have value for customers and an accounting value for the company, because unredeemed points are a liability that must be reflected in the accounts of significant programmes.

In sales motivation, leaderboards and contests boost performance but can also lead to unhealthy rivalry or pressure on customers. It helps to combine individual and team targets and to monitor staff satisfaction, for example through eNPS.

What to watch out for

Game elements that push people to buy through artificial time pressure, hidden odds of winning or manipulative rewards may amount to an unfair commercial practice. Regulators are increasingly targeting so-called dark patterns, especially those aimed at children.

Workplace gamification that tracks individual performance involves processing personal data and monitoring employees. It must be introduced transparently and proportionately, with regard to the GDPR and the Labour Code, so as not to create excessive pressure.