Play Your Way To Success?

Gamification can motivate people to changing certain behaviour that can lead to lasting changes.

18:20 19 October 2016

Gamification, or the process of infusing the elements of game play to get people engage more with brands, products and company diktats seems to be thriving in the business world.

 

Claire Woodcock, strategy manager at digital agency, Razorfish, explains why: "Adults are no different to children in that we learn best through play."

 

Kingfisher, owner of the B&Q, Brico Depot and Screwfix brands, believes in the amazing benefits that gamification can offer. It adopted the idea to raise awareness of pensions and savings among its 36,000 employees using a gaming app called "Bolt To The Finish"

 

"The game was educational whilst entertaining, and encouraged players to think about pensions in a different way - great for changing behaviour," says Banafsheh Ghafoori, pensions technical and communication manager at Kingfisher.

 

"In terms of the game itself, the statistics have been great, with the leaderboard element encouraging replays and reinforcing the messages."

 

As a result, 78per cent of the employees were encouraged to think about saving for the future while an additional 20per cent chose to save into their pension at the maximum contribution level.