Why Gamifying Business Processes is More Than Just Fun

Emir Džanić, Ph.D. Regional Director, Europe & Middle East, Funifier
Emir Džanić, Ph.D. Regional Director, Europe & Middle East, <a href='https://funifier.com/' rel='nofollow' target='_blank' style='color:blue !important'>Funifier</a>

Emir Džanić, Ph.D. Regional Director, Europe & Middle East, Funifier

How are Business Processes and Game Dynamics Related?

Did you know that you can gamify a business process to engage participants, interact, and motivate them to perform better? The resounding answer is “yes!”. 

Imagine translating a sequence of activities into a gamified pattern of loops.  Loop is a game design term used to describe the repetitive activities that a player will perform while playing a game. The sequence is:  employee’s/ player’s actions > rules triggered > feedback provided > player’s actions > repeat. A similar loop pattern turns into an extensive play sequence in video games, commonly called a game dynamic. 

In some business processes, the activity sequence is linear, robust, and reliable. The 1978 Space Inviders video game is a great illustration. The enemies, i.e., the invaders in this game, proceed down the screen faster and faster as you destroy them. Thus, the challenge is continuously increased.   

It’s rarer to find employee (player)-driven processes where the branching of more tasks over time characterizes the game dynamic.  The employee/player can make choices, like in Animal Crossing, a social simulation video game series. Another example of game dynamics would be the famous “30 seconds of fun” in the Halo game, where the player encounters furious 30-second fight episodes, followed by calmer moments.  As in video games, each business process has its own set of dynamics.

Multiple Game Dynamics

What happens when more than one business process is required to deliver a product or service to customers? In these cases, both approaches need to be gamified. So how is this accomplished? 

The specific rules and core purpose define the business process, making it necessary to create a narrative that connects multiple processes/ gamification dynamics, to harmonize them. The Total War strategy game provides a great illustration: players are immersed in the two different dynamics (primary and secondary storylines) provided in a harmonized experience, within a single narrative.

In another game, Deus Ex, there is one primary dynamic, while the others are secondary. Multiple dynamics can work together, if the transition between them is carefully designed to ensure the desired experience.

Gamifying the Learning and Sales Processes

In sales, the learning and sales processes are intertwined, yet distinct both in timing and specific goals. Since learning and sales processes are different in many aspects, they need to be gamified separately with their system of XPs (experience points), levels, as well as other gamification mechanics. However, these processes meet at several points; for example, demonstrate skills, generate new lectures and courses based on sales experience, etc. 

Depending on the level of importance assigned to gathering knowledge, processes are weighted, then set as primary, or treated as equal. 

A well-designed players' journey from the sales to the learning process and back, enhances the sales team's competencies in unprecedented ways, breaks organizational silos, and drives better results. 

This is where Funifier shines. And why you should explore this in 2021.