How gamification drives digital business

BANGALORE, INDIA: Gamification has become an essential part of any digital business strategy as a way of digitally motivating people and overcoming barriers of scale, time, distance, connectedness and cost, according to Gartner Inc.

Digital business leaders are using gamification to add value to the product offer, to increase employee engagement and to drive crowdsourced innovation.

Gamification has tremendous potential, but right now most organizations aren't getting it right. The road to gamification success is full of pitfalls, and many companies don't understand how critical player motivation is to success.

In the book "Gamify - How Gamification Motivates People to Do Extraordinary Things" (Bibliomotion, April, 2014), which launches today, Brian Burke, research vice president at Gartner, explains how to design an experience that touches people on an emotional, rather than transactional, level and motivates them to achieve their goals.

Gartner defines gamification as the use of game mechanics and experience design to digitally engage and motivate people to achieve their goals.