Kineo: Gamification to Deliver Business Goals

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Brian Beverly, Director of Content Development
“All work and no play makes Jack a dull boy.” Well, not anymore. Gamification is the hot new trend that many organizations are using to increase the level of employee engagement in workplace learning. For the uninitiated, gamification means introducing game mechanics like competition and rewards in non-game environments: employee training, sales and marketing, customer retention, and employee engagement. However, effective gamification of learning solutions involves more than just developing content and adding gaming elements like scores, badges, and leaderboards. Additionally, without efficient data management, organizations miss significant insights they could gain by tapping into the data-rich, gamified interactions. Taking point to address these requirements is Chicago-based Kineo. With its unique approach to delivering gamification solutions and services that are aligned with an organization’s business objectives, Kineo designs highly engaging gamified e-learning products. And unlike other e-learning solutions, Kineo’s offerings are engineered to fulfill the organizational goals of their clients. “We leverage gamification technology to help users acquire knowledge, boost skills, and interactively execute organizational tasks that drive a business’ performance,” says Brian Beverly, director of content development at Kineo.

The foundation of Kineo’s gamification solutions and services starts with the premise that gamification is not used for gamification’s sake—e.g., for sugarcoating content or adding a game for interest sake. Rather, gamification components are used for motivating employees to learn and apply skills that drive performance. When we approach a solution, we design and develop around four principles: start with clear goals, needs, and motivations of employees; design for results, instead of just building content; focus on behaviors that drive performance, and achieve this all via focused and engaging learning techniques. These techniques can be applied to long-form design models like a “run-the-company” simulation or used to tie together a series of short, focused learning experiences often referred to as micro-learning. The actions and behaviors that lead to the desired performance goals and skills development are what’s relevant when determining whether or not to include gamification components. Those gamified components are enabled by the choices learners make and the subsequent consequences and feedback that result. Because the approach to each challenge taken by a respective learner is unique, the resulting user experience becomes more personalized.
Companies that utilize this approach to learning design, get to experience more personalized and relevant learning, which makes it more engaging and applicable to the learners, and in turn makes a more significant impact on the organization and business.

At the core of Kineo’s highly customer-specific gamified solutions is its own Designing-for-Results methodology that the company uses to design across all training modalities. “Using this approach, we’re helping our clients identify critical objectives, and teach decision-making with meaningful choices, impactful consequences, and actionable feedback,” explains Zsolt Olah, a learning consultant at Kineo. “These gamified challenges also tap into the users’ emotions which support more enduring learning.” In addition, Kineo provides flexible services to facilitate seamless delivery of gamification technology across several departments of a business. Using these tactics, Kineo has attained a global recognition today, serving several companies worldwide.

To highlight the efficacy of Kineo’s services, Tracy Scott, VP of global marketing strategy at Kineo, cites a case scenario where his company assisted Rolls-Royce in offering effective sales training to endorse their Black Badge variant. Rolls-Royce approached Kineo to enhance the capability of their dealers to recognize potential Black Badge customers, effectively deliver the brand story behind the car, and position themselves better. Kineo developed a product that combined Rolls-Royce’s unparalleled marketing and branding campaigns with gamification technology that let dealers identify potential customers more efficiently. This gamified training solution helped Rolls-Royce’s sales team to get trained in a simple, quick, and effective manner.

Looking ahead, Kineo plans to deliver more efficient and highly engaging gamified solutions and improve its data collection and analysis processes by adding cloud-based data storage functionality. To achieve this goal, the company leveragingxAPI (a learning industry-specific API used to read/write from a wide range of experiences a person has online and offline) and learning record stores to gain more actionable insights on their user behaviors. To conclude, Scott reiterates the ethos of Kineo and says, “We shall continue to innovate and apply cutting-edge technologies and help companies plan, design, develop, and implement gamified e-learning programs that aid businesses in meeting their objectives.”


Brian Beverly, Director of Content Development and Tracy Scott, VP of Global Marketing Strategy and Zsolt Olah Learning Consultant

Kineo is a global leader in the design and development of custom learning experiences that enable our clients to meet their organizational and business goals. Unlike other eLearning companies, we use gamification elements to create more authentic challenges that lead to more effective learning and enable users to acquire knowledge, boost skills, and interactively execute organizational tasks that drive a business’ performance. Kineo’s status as a global organization helps the company serve clients that operate in multiple geographies around the world