El 25% de los procesos de las compañías incluirán gamificación

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CLAVES:  

  • El uso de la gamificación es una iniciativa cada vez más popular siendo varias las empresas que han conseguido obtener beneficios gracias a este tipo de acciones.
  • Lo que mantiene a los consumidores a largo plazo es la motivación intrínseca: la sensación de un trabajo bien hecho, muy por encima de campañas basadas en premios o recompensas.
  • La gamificación precisa de un diseño correcto con que establezca una conexión natural con la aplicación en cuestión, capaz de reportar considerables beneficios y un retorno de la inversión empresarial medible.
  • Eventos como el Gamification Day en Barcelona –que se dirigió tanto a responsables de RRHH, como Marketing e innovación y a los Managers–, en los que mostrar los beneficios y aplicaciones de la gamificación, proliferan.

En los próximos años el 25% de los procesos de las compañías incluirán gamificación, según un estudio publicado por Deloitte.  Gartner, por su parte, prevé que el 50 % de las empresas utilizará la gamificación en sus procesos de innovación. La gamificación impacta también en la mejora de las organizaciones a través de sus distintos formatos –serious games, procesos estratégicos, dinámicas lúdicas…–

[section label=”Las campañas de gamificación son cada vez más populares” anchor=”Las campañas de gamificación son cada vez más populares”]

Las campañas de gamificación son cada vez más populares

El uso de la gamificación es un recurso cada vez más popular, siendo varias empresas las que se han sumado a esta tendencia, como hizo M&M’s en 2013, que lanzó un juego que consistía en buscar un pretzel escondido en una imagen repleta de M&M’s –inspirado en la búsqueda visual del conocido “buscando a Wally”–.

Gracias a esto se impulsó el compromiso del usuario con la marca, con lo que más de 25.000 nuevos “Me gusta” subieron a la página oficial de Facebook de la compañía, así como más de 6.000 compartidos y 10.000 comentarios.

Screenshot_52
Fuente: Comunidad IEBS

Nike también utilizó la gamificación para una campaña llamada NikeFuel que consistía en lo siguiente: los usuarios de la marca competían entre sí a través de sus actividades físicas diarias y, con la aplicación, podían observar tanto sus ejercicios como los de los demás usuarios. Lo curioso de esta app es que estos ejercicios se convertían en puntos. De este modo NikeFuel se convirtió en un juego, ya que a medida que los puntos aumentaban, también se desbloqueaban trofeos y premios especiales.

Con esta campaña, las ventas de las zapatillas para correr Nike llegaron a aumentar más de un 65%.

Starbucks también hizo su propia campaña de gamificación llamada ‘My Starbucks Reward’. Que consistía en que los clientes que disponían de una Tarjeta Starbucks solamente deberían entrar en la página de la compañía y registrar su tarjeta en el programa ‘My starbucks Reward’. A partir de este momento, cada vez que consumieran un producto Starbucks y utilizaran su tarjeta, recibirán una estrella y cuantas más estrellas se desbloqueaban más premios como productos gratuitos.

Por último, Autodesk, el proveedor de software que valora pruebas de usuario, eligió gamificar los componentes de Territorio sin descubrir, una nueva experiencia que fue creada solamente para los usuarios de prueba de Autodesk 3ds Max. Los usuarios podían tener acceso a sus perfiles, echar un vistazo a todas sus misiones terminadas, recibir información sobre su rango de posición dentro de la tabla de líderes del programa, también sobre el número de puntos que ganaron, sus insignias y otros logros.

El personaje del juego de la versión de prueba fue muy exitoso ya que un 10% más de usuarios decidieron descargarlo y las ventas aumentaron un 40%.

Screenshot_53
Fuente: Comunidad IEBS

[section label=”La clave de la gamificación es la motivación intrínseca” anchor=”La clave de la gamificación es la motivación intrínseca”]

La clave de la gamificación es la motivación intrínseca

Se ha comprobado recientemente que los sistemas de recompensas como única bonificación no son suficientes para conseguir el compromiso o para que los usuarios se sientan atraídos. Otorgar recompensas por realizar una sencilla tarea, como muchas plataformas de gamificación llevan a cabo no funciona.

La mayoría de la gente piensa que el principal impulsor en la gamificación es la competencia. Sin embargo, mientras que algunas personas son impulsadas por la competición, muchas otras no lo son, y el resultado puede ser el de rechazo. La competencia se considera un factor de motivación extrínseca, que no funciona a largo plazo. Lo que mantiene a los consumidores a largo plazo es la motivación intrínseca: la sensación de un trabajo bien hecho.

Esta es también la debilidad en muchas plataformas de gamificación. Se dedican exclusivamente a elaborar sistemas de puntuación que se muestran en tablas de clasificación, incentivando la competición, o que asignan puntos y medallas. Pueden ser increíblemente poderosas cuando están bien diseñadas como parte de la plataforma, sin embargo, no suele ser así.

Documento relacionado en Thinknowa:

[section label=”Aparecen los primeros eventos de gamificación” anchor=”Aparecen los primeros eventos de gamificación”]

Aparecen los primeros eventos de gamificación

La gamificación diseñada correctamente con una conexión natural con la aplicación en cuestión tiene considerables beneficios y un retorno de la inversión empresarial medible. Por tanto, no es de extrañar que comiencen a aparecer los primeros eventos dedicados exclusivamente a esta tendencia.

El primer evento celebrado ha sido el HR Gamification Day, exclusivamente dirigido a profesionales de recursos humanos. A la jornada, organizada por The Key Talent, asistieron más de 180 profesionales del sector, lo que demuestra que los departamentos de recursos humanos están intentando liderar la transformación digital dentro de muchas empresas.

A través de las diferentes ponencias de la jornada se pudieron ver desde una perspectiva global las dos caras más transversales de la gamificación: la creación de culturas corporativas con ingredientes gamificados dentro de las compañías –que ya se puede ver en muchas startups– y la necesidad de extraer analíticas relevantes derivadas de los procesos.

Los protagonistas del evento fueron los ponentes; fundadores y representantes de las empresas Arctic Shores, cut-e, Gamelearn, The Key Talent, Inserver e Imascono. En sus intervenciones dejaron claro que cualquiera de los procesos tradicionales de recursos humanos se puede gamificar. Y que esa gamificación, durante las fases de un candidato en una compañía, consigue mejores resultados gracias a su carácter disruptivo.

Como declaró José Luis Gugel, fundador y managing partner de la compañía, “La magnífica respuesta de compañías y startups de todos los tamaños nos confirma el enorme interés que existe desde los departamentos de recursos humanos por la gamificación. Para nosotros es una obligación, ahora que desde un área como ésta se apuesta por la transformación digital, tratar de crear un evento que responda a sus expectativas y les muestre cada año las tendencias más innovadoras y las herramientas de mayor validez dentro de este entorno“.

Por otro lado, el pasado 22 de febrero fue El Gamification Day en Barcelona que se dirigió no sólo a responsables de RRHH, sino que también a Marketing e innovación y a los Managers interesados en conocer los beneficios que la gamificación puede aportar a la empresa.

El evento se dividió en dos partes fundamentales: Una primera parte con expertos en la aplicación de este conjunto de técnicas y testimoniales de empresas y una segunda parte de talleres para que los participantes puedan practicar 3 de los “serious games” más relevantes que ayudan a las empresas a fomentar la innovación y la co-creación, hacer vivir sus valores y aprender las claves para ser un buen “game master”.

EQUIPOS & TALENTO. Barcelona celebrara por primera vez el gamification day. 14 de febrero de 2017 [consultado 14-03-2017]. Disponible en: http://www.equiposytalento.com/noticias/2017/02/14/barcelona-celebrara-por-primera-vez-el-gamification-day

COMUNIDAD IEBS. La gamificación en los negocios: 6 casos de éxito. 7 de julio de 2016. [consultado 14-03-2017]. Disponible en: http://comunidad.iebschool.com/iebs/software-de-gestion/la-gamificacion-en-los-negocios/?utm_source=face&utm_medium=feed

EQUIPOS & TALENTO. Más de 180 responsables de RRHH reunidos en el HR Gamification Day. 18 de noviembre de 2016 [consultado 14-03-2017]. Disponible en: http://www.equiposytalento.com/noticias/2016/11/18/mas-de-180-responsables-de-rrhh-reunidos-en-el-hr-gamification-day

BUSINESS.COM. Is Gamification important in 2017? 22 de febrero de 2017 [consultado 14-03-2017]. Disponible en: https://www.business.com/articles/gal-rimon-is-gamification-important/

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