Did Gartner (re)define Gamification?
Motivational design has become an essential part of any business strategy as a way of motivating people and overcoming barriers of scale, time, distance, connectedness and cost. According to Gartner, the digital paradigm has a central role in this change. Motivational Design
existed since long, but rich data set collections have furthered the model to a data-driven activity. The first area in which it has been possible to collect rich data sets was the gaming area, where it is easy to record all players' choices in selected checkpoints. That's why we often see “gamification” as the name for “motivational design." In this article, we use both terms as synonyms, although there are some differences between them.Brian Burke
, research vice president at Gartner, just published a book: "Gamify — How Gamification Motivates People to Do Extraordinary Things
" (Bibliomotion, 2014).
He posted on this subject at the beginning of April [http://blogs.gartner.com/brian_burke/2014/04/04/gartner-redefines-gamification/
], recalling a Gartner research, Redefine Gamification to Understand Its Opportunities and Limitations, and his book.
Many well-known experts such as Mario Herger https://plus.google.com/u/0/106551225710037904936, Roman Rackwitz https://plus.google.com/u/0/100690912016006240057, +Toby Beresford and +AndrzejMarczewski
, commented in depth Brian's short post.
Much of the discussion lays down with the use of the gamification term itself, together with its sub-definitions of game mechanics, dynamics, and aesthetics. Reverse engineering the transactional soul
In the press release issued by Gartner's PR office, Mr. Burke states that most organisations rely primarily on transactional engagement strategies in their interactions, for example, by focusing on employees' concern to earn a living and to meet the minimal expectations of the employer. I find this point of the greatest importance to better make business information.
Gamification touches people on an emotional, rather than transactional, level and motivates them to achieve their goals.
Senior business and IT leaders need to understand motivational design and fuse it into their digital business strategy. Business leaders must understand the opportunities to leverage it to motivate customers, employees and communities.The sweet spot for gamification is shared goals
. If a business can identify the goals it shares with its audience or provide its audience with goals that are meaningful to them, then it can leverage gamification to motivate these players to meet those goals, and the company will achieve its business outcomes as a consequence.
The analyst calls his total effort as a “redefinition of gamification," but many claim this is neither a (re)definition, nor a correct (re)definition. Many comments enriched the post. The truth is, in my opinion, Gartner has the need to be followed by its main clients. That's probably why its proposition insists on two terms such as “game mechanics” and “digital."
Moreover, today's motivational design owes all to rich data collection in digital
games. So the word “digital” is implicitly important.