Why Gamification fails… Just a few quick thought on this topic before I go to bed tonight. I think about this a lot because as a sales manager I see “games” put out by senior management all the time that are not well thought out and poorly implemented. They push these to the field and then no one engages with the “game” because it’s neither interesting or fun, then one of two things happens. Scenario 1: Mid management pretends it was successful inspiring additional time wasted on something no one cares about. Scenario 2: There is tremendous bellyaching from the field and the idea is chalked up as a loss and never done again.
So the question is: Why does gamification fail and what can we do about it? I think I can sum up the problem in one word. Engagement! The number one problem I see with “games” put out by management is there is a LOT of thought as to how to manage and measure the metrics the game is designed to improve. There is also a lot of thought and effort put into the collection of data and additional work placed on lower level managers to track and report results, but very little thought is given to why anyone would want to play the game in the first place. Herein lies the problem… games like this may inspire a few people but most employees will ignore them.
Why? Because we failed to engage them. When designing these games there are two key things that need to be thought about. First, what key metrics am I trying to improve (The more there are the harder this is to do), and second how can I ensure that the maximum number of people are actively engaged? Our problem is we talk a lot about the first issue and very little about the second.
I’ll talk about how to do this tomorrow, but for now I’d like to hear about your experience with games managers have made and what your experience is with them as a developer or player. Were you engaged? Why or why not?
PS: If you are looking for a GREAT book on gamification and how to make it work I recommend Reality is Broken. It is truly fantastic and will change the way you think about gamification and what it can do for you and your business.