How Gamification at Work Fits Into Learning & Development
Most of us enjoyed games as kids. Whether it was Pac-Man, Super Mario or Settlers of Catan, a part of us takes pleasure in following clues, facing down challenges and having fun.
And while many adults still enjoy games, that type of play tends to end once we step foot in the workplace. But why should it?
Gamification’s Role in Workplace L&D
Gamification is the practice of using game elements and game design techniques in non-game contexts, and it can be very powerful for workplace learning and development. It not only makes the process more engaging, productive and enjoyable for employees, it also improves worker recruitment and retention.
“One of the most important things that gamification can do is reframe the way we look at learning and development,” said Valary Oleinik, speaker and gamification consultant with more than 20 years of experience in L&D. “I often remind people that we don’t teach content, we teach people. And gamification really focuses on putting the learner at the center of the design process.”
A study by learning management company TalentLMS found that 89% of employees said gamification makes them feel more productive, and 88% said it makes them happier at work.
And a 2022 report by SHRM found that nearly 25% of employees believe gamification would make learning and development more effective.
Even small shifts in the way we present and talk about training can have an impact, said Oleinik. For example, instead of having “assessments,” you might have “quests” or “challenges.”
Gamification allows employees to see their progress as they learn. And by using a story, explained Oleinik, companies can immerse workers, get them emotionally invested and keep them engaged.
One of the biggest benefits of gamification over other types of training programs, said Yu-kai Chou, founding partner and chief creation officer at the Octalysis Group and author of “Actionable Gamification: Beyond Points, Badges and Leaderboards,” is that it leverages human-focused design and provides users with clear goals, feedback and rewards, all of which drive engagement and participation.
“If learning isn’t fun,” he said, “people just learn enough to pass a test. When it’s fun and engaging, people retain the memory forever and apply it in new ways we have never seen before.”
How to Use Gamification and See Results
So this sounds like a lot of fun, but where to start? Like any other program in the workplace, it's important to begin with setting goals.
As part of his gamification design process, Chou said he starts by defining the desired actions or business metrics, which become the objective of the design. “If the Desired Actions increase, then the design is effective. If the Desired Actions do not increase, then it should be considered a failure.”
Once companies can track desired actions leading to business metric improvements, Chou said, companies can track ROI for gamification efforts.
Oleinik recommends a similar GAME Plan approach, which focuses on:
- Goals
- Audience
- Mechanics
- Experience
It’s not a linear process, she said, but the connections between these four elements will address key failure points.
One thing Oleinik cautioned is not to get caught up in a one-size-fits-all approach, something she said works as well in learning as it does in fashion.
“That’s one reason that most good gamification designs leverage multiple different gameful options, so that different people can be engaged based on their personalities and preferences,” she explained.
Once you figure out the why and who, she said, you can move on to determining which gameful activities will help your audience achieve its goals.
Related Article: What Can Gamification Bring to the Enterprise?
Where Gamification Works Best
Gamification can be successful in a wide range of learning and development areas, but certain areas are better suited to it, based on the desired learning outcomes and target audience.
Learning Opportunities
“For example,” Chou said, “compliance training is a good fit for gamification, as it often involves memorizing rules and regulations that can be made more engaging and memorable through gamification techniques such as spaced repetition and storytelling.”
Leadership development is another good fit, as it involves working on skills like decision-making, problem-solving and communication — all of which gamified simulations and scenarios can reinforce.
Oleinik said she’s seen a lot of focus on gamification in the onboarding space. “Gamifying onboarding gives you a wonderful opportunity to immerse people in their new environment and help them navigate the challenges of getting to know their colleagues and all the facets of their work.”
“Ultimately," said Chou, “anything that is extremely important but potentially mundane would be good candidates of effective gamification design.”
The Challenges of Gamification in L&D
There’s a lot of stigma around the word “gamification,” said Oleinik.
“For some, they still think it is just about making everything into a game, or they picture their employees just sitting around playing games all day.”
In those cases, she said, it might be better to avoid the word altogether and instead focus on the outcomes you want, like making L&D programs more interactive, motivating, engaging. “Know your audience and choose the language and messaging that will most likely resonate with your project stakeholders,” she explained.
It may be challenging to get buy-in from some employees who may be skeptical of gamification or who don’t see the value in it.
“To address these challenges,” Chou said, “it's important to communicate the benefits of gamification clearly, to address any concerns or objections upfront, and to continuously iterate and improve the gamified system over time based on ongoing data analysis and user feedback.”
Related Article: Get Reworked Podcast: Why VR Training Is Poised to Grow
Gamification Will Continue to Evolve
The outlook for gamification in workplace learning and development is positive.
More than 60% of the employees in the TalentLMS study said they had received training with gamification elements, and experts predict the gamification market will grow $79.6 billion by 2030, reaching a total value of more than $96 billion.
Oleinik said it’s her hope that people continue to experiment with gameful elements and approaches beyond the ones most associate with gamification.
“Points, badges and leaderboards can be wonderful parts of a gamification system, but there are so many more tools in the gamification toolbox.”
About the Author
Michelle Hawley is an experienced journalist who specializes in reporting on the impact of technology on society. As a senior editor at Simpler Media Group and a reporter for CMSWire and Reworked, she provides in-depth coverage of a range of important topics including employee experience, leadership, customer experience, marketing and more. With an MFA in creative writing and background in inbound marketing, she offers unique insights on the topics of leadership, customer experience, marketing and employee experience. Michelle previously contributed to publications like The Press Enterprise and The Ladders. She currently resides in Pennsylvania with her two dogs.
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