Gamification is often loosely defined, leading to market confusion, inflated expectations and implementation failures. An updated definition is required to clarify what gamification is, and what it is not. Gartner is redefining gamification as “the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals”
The key elements of the definition are:
- Game mechanics describes the use of elements such as points, badges and leaderboards that are common to many games.
- Experience design describes the journey players take with elements such as game play, play space and story line.
- Gamification is a method to digitally engage, rather than personally engage, meaning that players interact with computers, smartphones, wearable monitors or other digital devices, rather than engaging with a person.
- The goal of gamification is to motivate people to change behaviors or develop skills, or to drive innovation.
- Gamification focuses on enabling players to achieve their goals. When organizational goals are aligned with player goals, the organization achieves its goals as a consequence of players achieving their goals.
The rationale and implications of this updated definition are explained in Gartner research, Redefine Gamification to Understand Its Opportunities and Limitations (available to Gartner clients only) and in my book, Gamify: How Gamification Motivates People to Do Extraordinary Things.
View Free, Relevant Gartner Research
Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence.Read Free Gartner Research
Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.