Games and play have been a part of human culture since its beginnings. However, for a long time
it has been considered that games cannot be a part of the business world. This all changed in the
1970’s. With the invention of modern technology and the Internet, and in accordance with newest
psychological research on the importance of play, games have started to become a very important
part of the “serious”, business world. Gamification, the introduction of play into different content,
has revolutionized the way we approach the business process.
When observing all the characteristics and different types of gamification in the business industry
we can conclude that it is an excellent tool that can be used in many ways – to educate
employees, managers, and entrepreneurs; attract and engage customers; raise awareness; conduct
research. Games allow users to express themselves in a controlled environment, they engage and
motivate them, and can be reused to gain new experiences. However, there are also some
drawbacks such as increased competition and risk of addiction.
Samsung was the first to introduce on-line gamification on their web site. Samsung Nation
motivates customers to register, post comments and share experiences, in exchange for points and
rewards. It is an excellent example of using gamification to appeal to the consumer. Gamification
can also be used to educate. An Indian consulting company Deloitte invented Maverick, a game
for learning about business analysis.
Another type of gamification in business are simulations. Industry Player is a web-based business
simulation game in which you run your own company. The author played the game, saw the
consequences of his decisions and learned much about running a business.