如果你不认真对待游戏化，你就错过了一种吸引和激励人们的创新方式。入门是乐趣的一部分。
一目了然
- 通过游戏引入培训概念是鼓励员工发展的一种有趣方式。
- “游戏化”可以通过提供身临其境的培训环境来提高员工的工作效率。
- 人工智能和其他新兴技术只会使游戏化对组织更具吸引力。 数字化转型网（www.szhzxw.cn）
游戏化将游戏玩法带入传统的非游戏环境，旨在鼓励用户参与并帮助 IT 团队成员和其他人实现新目标。
游戏化通过各种以游戏为导向的培训元素和奖励（包括积分系统和排行榜）帮助组织改善员工的学习、发展和参与度。“它以一种有趣、易理解和相关的方式为您的团队提供信息，”劳动力转型专家 TELUS International 的首席信息官 Michael Ringman 在电子邮件采访中说。
商业咨询公司普华永道（PwC）的首席学习官Leah Houde通过电子邮件观察到，业务成果通常与员工与战略的关系程度有关。“引入游戏元素可以鼓励整个组织更高水平的参与，”Houde 说。
当被赋予许多团队成员可能觉得无聊的任务时，游戏化可以提供完成任务所需的动力。“它可以帮助提高生产力，实现更大的目标，并改变行为，”软件开发公司Globant的北美首席技术官Nicolas Avila通过电子邮件说。“游戏行业研究一种叫做’心流’的东西，当动机和挑战之间有适当的平衡时，就会发生这种情况——这是游戏化的关键部分。 数字化转型网（www.szhzxw.cn）
一、工作中的游戏化
Ringman 说，在工作中，游戏化通常用于通过促进有趣的竞争和身临其境的学习体验来建立员工体验，从而更好地保留信息，并增强参与持续学习和提高技能的动力。
游戏化经常用于提高员工的工作效率。“在任何企业中，每天都有很多事情需要完成，而我们中的许多人并没有天生的动力去做，”阿维拉说。游戏化，提供有用的背景、指导和奖励，使任务能够更快、更高效地完成，同时提高注意力。“这反过来又有助于公司实现更大的业务目标。”
品牌还可以利用游戏化来吸引客户，并将普通的互动转化为难忘的体验。Ringman指出，品牌可以通过举办竞赛和竞赛，以及在客户完成各种行动或通过重要里程碑时向他们颁发虚拟徽章和奖杯，从而为忠诚度计划增添额外的乐趣。
二、让游戏化开始
TELUS International 使用游戏化来深化其团队的产品知识、范围和深度。该公司使用一个五级游戏来描述产品的“技术故事”。然后，测验会根据参与者的信息保留情况给予他们积分。“这有助于我们以互动而又引人入胜的方式增加对产品和服务的了解，”Ringman 说。 数字化转型网（www.szhzxw.cn）
侯德说，她和她的普华永道同事亲眼目睹了游戏化如何通过学习和发展的视角来支持业务运营和绩效。“当我们探索最新的学习工具和理念时，我们意识到成功归结为几件事：随着时间的推移持续学习，在可能的情况下挖掘更深层次的动机，并激励我们的员工，而游戏化可以做到这一点。”
三、游戏限制
游戏化被广泛认为是一种有效地将团队成员与满足其专业需求和个人兴趣的内容联系起来的方式。然而，学习并不是一个放之四海而皆准的命题，Houde警告说。“提供面对面的研讨会、视频内容和支持人工智能的工具来帮助有效地培训人员至关重要，”她解释道。“游戏化可能是一种有价值的工具，但个性化方法可以使学习者能够不断追求自己的兴趣、抱负和独特的技能提升需求。”
Avila警告说，如果实施不当，游戏化可能会浪费时间。在最坏的情况下，它甚至可能强化错误类型的行为。“当公司不关注他们想要在消费者或员工中诱导的行为，而是专注于使过程本身成为游戏时，游戏化的影响就会减弱。”
四、这是不可避免的
Ringman说，随着人工智能和LLM被纳入人们工作和学习的几乎所有方式中，游戏化注定会得到更广泛的应用。“我毫不怀疑，游戏化在未来几年只会越来越受欢迎，部署将成为工作场所和品牌与消费者互动的最佳实践。” 数字化转型网（www.szhzxw.cn）
阿维拉对此表示赞同。他预测，在未来几年，组织将采用更广泛的游戏化实施，例如情境沉浸式培训、交互式入职和深入学习活动。他补充说，随着消费者和员工的不断发展，以及新一代的出现，这些人群对游戏的熟悉程度将提高游戏的采用率并实现新的用例。
Houde 指出，激励员工参与新的战略计划是一项由来已久的业务挑战。然而，重要的是要记住，任何激励工具都有其局限性。“我们很快就使用游戏化，但理解动机真的应该放在第一位。”
英文原文：
How Gamification Can Help Your Business
If you’re not taking gamification seriously, you’re missing out on an innovative way to engage and motivate people. Getting started is part of the fun. 数字化转型网（www.szhzxw.cn）
At a Glance
- Introducing training concepts through gaming is a fun way to encourage employee development.
- ‘Gamification’ can boost staff productivity by providing an immersive training environment.
- AI and other emerging technologies will only make gamification more attractive for organizations.
Gamification brings gameplay into traditionally nongame environments with the aim of encouraging user participation and helping IT team members and others reach new goals.
Gamification helps organizations improve employee learning, development, and engagement with various game-oriented training elements and rewards, including points systems and leaderboards. “It’s providing your team with information in a fun, digestible, and relatable way,” says Michael Ringman, CIO at workforce transformation specialist TELUS International in an email interview.
Business outcomes are frequently tied to how well employees relate to the strategy, observes Leah Houde, chief learning officer with business advisory firm PwC via email. “Introducing game elements can encourage much higher levels of engagement throughout an organization,” Houde says.
When given an assignment that many team members may find boring, gamification can supply the motivation needed to accomplish the task. “It can help improve productivity, accomplish bigger goals, and change behaviors,” says Nicolas Avila, CTO, North America, at software development firm Globant via email. “The gaming industry studies something called ‘flow’, which happens when there’s the right balance between motivation and challenge — this is a key part of gamification.”
1. Gamification at Work
At work, gamification is often used to build employee experience by promoting fun competition and immersive learning experiences, leading to better information retention and a heightened incentive to engage in ongoing learning and upskilling, Ringman says. 数字化转型网（www.szhzxw.cn）
Gamification is frequently used to boost staff productivity. “In any business, there are many things that need to be done every day that many of us aren’t naturally motivated to do,” Avila observes. Gamification, provides helpful context, guidance, and rewards, allowing tasks to be completed faster and more efficiently while improving focus. “This, in turn, helps the company achieve larger business goals.”
Brands can also tap into gamification as they strive to engage customers and transform ordinary interactions into memorable experiences. Ringman notes that brands can use gamification to add extra fun to loyalty programs by hosting contests and competitions, as well as awarding virtual badges and trophies to customers as they complete various actions or pass significant milestones.
2. Let the Gamification Begin
TELUS International uses gamification to deepen its teams’ product knowledge, scope, and depth. The firm uses a five-level game that describes a product’s “technical story.” The quiz then awards participants points based on their information retention. “This has helped us to increase the knowledge of our products and services in an interactive yet engaging way,” Ringman says.
Houde says that she and her PwC colleagues are witnessing firsthand how gamification can, through the lens of learning and development, support business operations and performance. “As we explore the latest learning tools and philosophies, we’ve realized that success comes down to a few things: sustaining learning over time, tapping into deeper motivations when possible, and incentivizing our people, which gamification can do.” 数字化转型网（www.szhzxw.cn）
3. Game Limits
Gamification is widely recognized as a way to effectively connect team members to content that fulfills their professional needs and personal interests. Yet learning isn’t a one-size-fits-all proposition, Houde warns. “It’s critical to offer in-person seminars, video content, and AI-enabled tools to help train people effectively,” she explains. “Gamification can be a valuable tool, but a personalized approach is what can empower learners to continuously pursue their interests, aspirations and unique upskilling needs.”
Avila cautions that gamification can be a waste of time if not correctly implemented. In a worst-case situation, it could even reinforce the wrong type of behavior. “Gamification’s impact is weakened when companies don’t focus on the behaviors they want to induce in consumers or employees, but instead concentrate on making the process itself a game.”
4. It’s Inescapable
As AI and LLMs are incorporated into virtually every way people work and learn, gamification is destined to become more widely used, Ringman says. “I have no doubt that gamification is only going to be more popular in the coming years, with deployments becoming a best practice in the workplace and across brand-consumer interactions.” 数字化转型网（www.szhzxw.cn）
Avila agrees. He predicts that in the years ahead organizations will embrace more extensive gamification implementations, such as situational immersive training, interactive onboarding, and in-depth learning activities. As consumers and employees continue to evolve, and new generations emerge, the familiarity of these populations with games will boost adoption and enable new use cases, he adds.
Motivating staff to engage in new strategic initiatives is an age-old business challenge, Houde observes. Yet it’s important to remember that any motivation tool has its limits. “We’re quick to use gamification, but understanding motivation really should come first.”
本文由数字化转型网（www.szhzxw.cn）转载而成，来源于INFORMATIONWEEK.COM；编辑/翻译：数字化转型网宁檬树。
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