View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
November 28, 2012

About 80% of gamified applications may fail to meet business objectives: report

The real challenge for the developers is to develop player-centric applications that aim at the motivations and rewards to completely engage players.

By CBR Staff Writer

Nearly 80% of gamified applications will not be able to meet the business objectives by 2014, due to lack of design talent, according to a new report from Gartner.

Gamification is the deployment of game to non-game contexts to enhance the involvement of engagement and it may include customer engagement, employee performance, training and education, innovation management and personal development.

Gartner research vice president Brian Burke said that the main challenge faced by the project managers and sponsors responsible for gamification initiatives is the lack of game design talent concerning gamification projects.

"Poor game design is one of the key failings of many gamified applications today," Burke said.

"The focus is on the obvious game mechanics, such as points, badges and leader boards, rather than the more subtle and more important game design elements, such as balancing competition and collaboration, or defining a meaningful game economy.

"As a result, in many cases, organizations are simply counting points, slapping meaningless badges on activities and creating gamified applications that are simply not engaging for the target audience.

The real challenge for the developers is to develop player-centric applications that aim at the motivations and rewards to completely engage players.

Content from our partners
Unlocking growth through hybrid cloud: 5 key takeaways
How businesses can safeguard themselves on the cyber frontline
How hackers’ tactics are evolving in an increasingly complex landscape

Gamification assists all areas of benefits in achieving three broad objectives that assist in changing behaviour, develop skills and allow innovation.

"As gamification moves from being leveraged by a limited number of leading-edge innovators to becoming more broadly adopted by early adopters, it is important that CIOs and IT leaders understand the underlying principle of gamification and how to apply it within the IT organization," Burke said.

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.