What is gamification? Definition, examples and applications
Gamification is the application of game mechanics, such as points, challenges, levels and rewards, in non-game environments. The aim? To motivate people, keep them engaged and help them learn in a way that really sticks. At Wakaaro, we see gamification as a broad concept: an overarching approach encompassing multiple forms, ranging from gamification in the strict sense to fully-fledged serious games and interactive learning solutions.
Gamification and serious games: what’s the difference?
Within the concept of gamification, we distinguish between two main forms. They often share the same objective, but operate in fundamentally different ways.
Gamification
Gamification (as a subconcept) is the integration of game elements and mechanisms into typical 'non-game' environments. The environment does not change fundamentally; game mechanisms are superimposed on it to steer behaviour.
Examples: frequent flyer programs, supermarket-points...
Serious games
Serious games are games designed to achieve one or more specific objectives. They take real-world situations and incorporate them into a game, with the game itself serving as the learning medium.
Examples: simulators, managementgames...
When should you choose which approach?
The choice between gamification and a serious game depends on your objective, target audience and budget. Do you want to reinforce or adjust existing behaviour? In that case, gamification is often more effective. Do you want to convey complex knowledge or skills in a safe learning environment? In that case, a serious game is the better choice. Wakaaro helps you weigh up these options and develops both to your specifications.
Why does gamification work so well? The science behind it:
Gamification is not just a fad. It is behavioural science in practice. When we complete a challenge or receive a reward, our brain releases dopamine. That sense of satisfaction boosts motivation and increases our willingness to absorb new information. Research by the American Psychological Association confirms the cognitive, motivational, emotional and social impact that games can have on human behaviour.
In practical terms, this means: people learn faster, remember more and are more actively engaged when learning feels like playing. That is precisely why organisations use gamification for onboarding, training, sales coaching, behavioural change in the workplace and so much more.
Applications of gamification in organisations
Gamification and serious games can be used in almost any context where you want to influence behaviour, transfer knowledge or increase engagement. Real-world examples:
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HR & onboarding: new employees get to know the corporate culture through an interactive game rather than a boring manual
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Training and (e-)learning: training courses that actively engage employees rather than having them listen passively
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Marketing and communication: campaigns that genuinely engage customers through games
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Change management: engaging teams in a change process by letting them experience the consequences of choices for themselves
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Awareness-raising: creating awareness around topics such as working capital, safety or sustainable business practices
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Recruitment & employer branding: screening or attracting candidates via a gamified selection process
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How does Wakaaro develop gamification or a serious game?
Wakaaro supports organisations from start to finish: from the initial analysis of your challenge and target audience, through the creative design of the game or gamification layer, to development, implementation and evaluation. We work with both ready-made solutions (such as the Working Capital Challenge, SDGame, or Missie Sustaire) and fully bespoke programmes.
What’s more, we can handle any format: whether it’s a physical board game, an app, a VR simulation or an escape room: the format always follows the objective, to ensure we arrive at the best solution.
Take a look at our projects for concrete examples, or read more about why gamification works for your organisation.
