Using gamification to compete for engagement

Using gamification to compete for engagement

Engaging with employees and customers is a constant challenge. ‘Gamification’, which uses elements from games in non-game settings, can engage people and encourage behaviours to achieve business objectives.

Director, Advisory

KPMG Australia

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KPMG applied the principles of gamification to an employee engagement challenge. The ‘Competing for Engagement’ report outlines the approach, implications and project management observations of our pilot project.

Key insights

  • More mature individuals may be more responsive to gamification experiences than their younger peers.
  • Millennials who are heavy video game users are challenging to keep engaged.
  • Gamified tools can improve awareness of otherwise uninteresting topics and be used to close knowledge gaps.
  • Gamified tools enable knowledge base-lining and testing of content mastery assumptions.
  • Staff comfort levels about playing games at work should be considered.
  • Concerns about gaming knowledge or ability as an obstacle to participation, performance and enjoyment may be unfounded.
  • Financial rewards will influence behaviour.

We believe that applied appropriately, gamification has a role to play in helping to engage people, encourage behaviours and achieve specified objectives.

If your organisation is experiencing an engagement challenge, whether this be customer or staff related, the application of gamification principles may be appropriate and help to address your challenge.

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