The Next Big Thing
Posts about next generation technologies and their effect on business.

Gartner now cautious about gamification, but is it for the right reason?

gamification.pngI was looking at an article this morning titled: BBVA ups its Game with Foursquare check-ins; Gartner plays down gamification hype, and it actually made me laugh. In it the article says:

 

‘Gamification is currently being driven by novelty and hype. Gartner predicts that by 2014, 80% of current gamified applications will fail to meet business objectives primarily because of poor design.

"The challenge facing project managers and sponsors responsible for gamification initiatives is the lack of game design talent to apply to gamification projects," says Brian Burke, research vice president at Gartner. "Poor game design is one of the key failings of many gamified applications today."’

 

I agree that the issue is poor game design, but it is not because of a “lack of game design talent” but more based on the fact that the effort needs to be business goal oriented first and actually have performance expectations that can be used to assess progress.

 

The advantages of real-time feedback and behaviour modification are at the center of organizational change. Many of the gamification efforts I’ve seen don’t use these capabilities to change the leadership’s behaviour in addition to the “players”. Like any new approach, change is needed at many levels to maximize effectiveness.

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  • Steve Simske is an HP Fellow and Director in the Printing and Content Delivery Lab in Hewlett-Packard Labs, and is the Director and Chief Technologist for the HP Labs Security Printing and Imaging program.
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