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How service gamification is part of fintech

Gamification is a technology to adapt game methods to non-game processes and events to make employees/participants more involved in the process. Why introduce gamification into business, manufacturing? The need for new methods of motivation has arisen because the old incentive schemes have ceased to work. 

Gamification aims to replace workflows, for game goals. Work should captivate employees. Corporate clients say that interest in the game is always higher than the workflow.

Why and where is the gamification used?

Why apply gamification in business and other areas of activity is understandable - to increase the involvement of employees/participants in the process. Another question is, in which areas of gamification will be most useful? Adepts of the new motivational technology assure that it will work well wherever it is applied. But there are niches in which it is shown to use:

  1. Education - today, from kindergarten to graduate school, the principles of gamification are being introduced into the educational process. For example, homework is not just a boring thing to do, but a thing that is interesting to pass to get a reward or a pass to a new quest. In general, the use in education of the method of quests, when students do not just crave the material, and try to solve some puzzle, puzzle - at times increases the level of knowledge due to involvement.

  2. Business - options to gamify boring negotiations, to entice customers with interest to buy products is very attractive. For example, you can get a discount in the form of a quest, and make a sale in the form of a game.

  3. Gambling - gamification managed to establish itself in one of the most popular industries, which is gambling. According to Top Esports Betting Sites, which is a popular source for esports, a lot of websites have already come up with the idea to include gaming elements to attract customers and it seems to be working.

  4. Staff management - gamification helps to establish relationships in the team, and therefore increase productivity. The game is one way to increase employee motivation. Recruitment of new professionals can also be done in the form of a game. For example, the newcomer passes different levels, where he meets the company, undergoes interviews, tests. And if he reaches the top level, then the probability of winning - hiring - is high.

  5. Marketing - in this area, gamification solves two problems - attracting and retaining users. To increase interest in the project must be present: status, new content, and free products. And freebies are not as valuable as status. Within the game concept - it is a higher level, awards, belonging to a group. 

Gamification operates on four basic principles:

  • Motivation - this is the basis on which any game principle is based. People involved in the game should want to interact with each other. How to implement it in a team with a "bad" corporate culture? Here you need to turn to professionals, but the simplest motivation options are encouragement, status. If communication is carried out in an external environment, for example, with customers - the motivation can be service, comfort, free product.

  • Discovery and encouragement - introducing gamification principles are important to support employees' desire to create new, unexpected content. It does not matter in what sphere it will find the application - inside the company, in working with clients, the principles of remuneration. By opening new levels, participants will become more involved. This is what is needed to turn the company into a "living" collective.

  • Status - everyone, whether a client or an employee of a company, needs recognition of their own importance. How do you show it? Gamification suggests this through the status principle. Surprisingly, even the prize does not motivate people to work passionately, to receive the appreciation of the team, management.

  • Reward - the adherents of gamification believe that the principle of the award is the best tool for the new technology. It increases the involvement of participants in the process, but it is very important that the prize is interesting to the player. 

Gamification helps to solve the issue of motivation in a new way, non-standard.

Application of gamification

Why is it profitable to use gamification in non-game spheres? There are three reasons for this:

  • Involvement - gamification helps to create such systems of employee motivation, customer engagement, and retention, which are easily integrated into the business processes of any company. From a psychological point of view, the game produces the hormone of pleasure by getting the joy of victories, endorsements, and awards. So, by connecting the principles of gambling, you can turn the routine, work into a fascinating quest. Gamification motivates people to solve complex problems of the company, to engage in sports, to eat useful food, to protect nature.

  • Experiment - gamification is not a frozen dogma, but a mobile system with the ability to pass the level anew, if it did not work. This is in contrast to the usual stick-and-stick system, where mistakes inevitably lead to punishment up to dismissal. 

  • The result - gamification works. This has already been proven by the world's leading corporations, such as Microsoft, Nike, American Express, and Samsung. At the very least, you should try the new technology in your company.

Examples of gamification in business

Here are some examples of successful implementation of gamification:

  1. Nike - turned the usual run into a real quest. The corporation released a running app that counted calories burned, tracked heart rate, mileage, and other characteristics. By adding a competitive moment to the app to become the best "runner," the company has increased customer motivation to play sports and buy Nike sneakers.

  2. Yota has introduced a Star Wars-type game for its employees. The staff was divided into clans of the Dark Side and the Republic for 2 months. To mine weapons to fight opponents managers had to sell a certain amount of products. The results of gamification were tracked on the site.


Gamification improves processes rather than creates them out of nothing. Therefore, it is possible to implement these principles where there is already a certain relationship.


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