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How is gamification growing in the e-learning market?

How is gamification growing in the e-learning market?
in Education and Training

Gamification is growing significantly as more businesses realise the engaging nature of the technology. Games aren’t simply for fun – they can provide a variety of advantages to help businesses engage with their employees.

There are many ways that companies can improve their internal e-learning approaches, and they thankfully don’t always revolve around a PowerPoint slide show. Unlike traditional presentations, gamification can make a big difference to understanding key theories and technologies.

For businesses to make a big impact on their workforce, they need to provide training programmes that are highly engaging for staff, or they could find that they are not as effective as they had hoped. With the correct execution, gamification can make a positive impact on companies and create better results for both team members and customers.

What are the barriers for gamification? 

Research from Gartner has looked at the growth of gamification, but it is clear that there is work to be done before the technology becomes more widely adopted. The organisation found that 80 percent of existing gamified applications will not meet business targets because of poor design.

Gartner has emphasised that companies need to consider audiences as “players”, rather than just users.  One of the key barriers to gamification is poor app design, as many companies are experimenting with the technology even though they are still unsure about how it works.

Gamification is being driven by novelty and hype, the group has suggested. It also stressed that companies should aim to achieve three different objectives for gamification to be a success. These should be: to change behaviour, to develop skills and to enable innovation. However, companies should make sure that they review their processes and gather as much feedback as possible for the technology to be effective.

Gamification can be particularly effective for global businesses to upskill their teams through e-learning as programmes can be translated and localised to each market and specific audiences.

By opting for a more interactive and personalised approach to internal training, employees could be more engaged with tasks, which would later be reflected in their own personal performance.

How important is the audience for gamification? 

When developing any form of gamification programme, it is key that companies keep the audience in mind at all times in order for the technology to make a positive impact.

Accenture has put together an article looking at how companies are improving innovation and developing effective marketing campaigns and improving value. The organisation stressed that gamification is “serious business” and the companies leveraging it are applying the mechanics in a number of different ways, helping them to improve customer loyalty, encourage shoppers to purchase goods and offer more reasons for staff to join companies. These principles can also be applied to corporate communications and employee engagement.

“Companies don’t need to utilize all of these options to harness the power of gamification. Much depends on whether the initiative is targeted at consumers or employees, and whether its mission is to promote products or processes.”

“Game mechanics are probably most effective in tackling challenges that have been difficult to solve. Consider, for instance, the Google Image Labeler game, which was online between 2006 and 2011 and helped Google create better matches between keywords and images by inviting people to compete to extract the multitude of meanings behind millions of images. Game mechanics help penetrate the walls that consumers have erected to filter out the deluge of information that increasingly clutters their digital space.” Accenture explained.

With the growth of e-learning, there are plenty of possibilities for companies to incorporate gamification into their internal training sessions and improve engagement across their workforce.



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