Why gamification? Benefits, results and pitfalls
What makes gamification so effective compared to traditional forms of knowledge transfer such as lectures, e-learning modules or conventional training courses? The science is clear: people learn by doing, not by watching or listening. Gamification and serious games put that principle into practice, and the results speak for themselves. On this page, you will find the key benefits, concrete figures and the pitfalls you need to be aware of.
The power of ‘learning by doing’
The real strength of gamification lies in active learning. You only truly learn how to bake a cake by making it yourself, not by watching someone else do it.
Research also shows that learning in a simulated environment yields the same results as learning in a real-life situation. That is precisely why serious games and gamification are so effective: they create a safe learning environment where people can practise freely, are allowed to make mistakes and can rectify them, without any real consequences. Indeed, making mistakes often provides the greatest learning experience! And gamification doesn’t have to be digital to achieve this.
9 proven benefits of gamification
These are the effects that organisations see when they use gamification or serious games:
more engagement
Gamification creates more engagement among players (your target audience). They show more commitment towards what you want to achieve, making you reach your goals faster. Gamification is more accessible, which also makes people more willing to do something.
enhanced learning ability
Games we do voluntarily and with pleasure. The game mechanisms and reward systems in gamification release dopamine in the brain. This enhances our cognitive ability.
increased self-confidence
Making mistakes is allowed. Especially in a gaming environment. If something fails, just try again until you succeed. This is a very powerful way to learn something and makes the player feel more confident in what they are doing.
more transparency
Feedback is an important element within gamification. It shows the player's progress and provides learning moments. It creates transparency by making the player's progression and goal clear (and therefore more achievable).
improved collaboration
Certain games allow players to work with each other to achieve a certain goal - if they don't work together, they won't achieve the goal.
more creativity
Introducing gamification has been shown to make people think more creatively. The wide range of possibilities within a game, stimulates the imagination and creates more creativity.
more fun
Games are fun. People play games for fun. By also introducing game elements in e.g. the workplace, employees will have more fun, get into a flow faster, have more energy and feel positive engagement.
increased perseverance
A game is often not easy, especially the further you go in the game. The last level is often the hardest. Yet players don't give up. They want to reach that next level and keep going, a trait that is also very useful in real life.
Measurable results: what do the figures show?
In addition to the qualitative benefits, gamification also delivers measurable financial results. Research by the Aberdeen Group shows that organisations using gamification for sales and HR achieve the following:
42% greater effectiveness in onboarding, training and retaining sales staff
32% faster at recruiting sales representatives
30% shorter sales cycle
20% higher lead conversion
13% more sales representatives who meet their annual quotas
Streck, H. (2016) Gamification: De Kracht Van Beleving. Amsterdam: Futuro Uitgevers.
Pitfalls of gamification and how to avoid them
Gamification is powerful, but it is no magic bullet. There are a number of common mistakes that can stand in the way of a project’s success:
Gamification without a clear objective is the most common pitfall. Adding game elements simply for the sake of it does not work. Everything must be based on a clear learning or behavioural objective.
Underestimating the complexity is a second risk. The basic principles of gamification are simple, but the implementation requires careful consideration of mechanics, target audience and context. A poorly designed game can backfire and actually reduce motivation.
Failing to provide support is the third pitfall. A serious game or gamification programme requires guidance: before launch, during use and in the debriefing.
At Wakaaro, we know these pitfalls inside out. Our approach always starts with the objective and the target audience, not with the game itself. Want to know more about how we work? Take a look at our approach.
Wondering how we at Wakaaro work to bring out the positive effects of gamification in your project and avoid the pitfalls? Click through below or get in touch!
