A little more than a year ago, Gartner said gamification was being "driven by novelty and hype" and that by 2014, 80 percent of current gamified applications will "fail to meet business objectives primarily because of poor design." Standing by that, Gartner?
"We think it is still on track," Brian Burke, Gartner's research vice president and lead on gamification told CMSWire this week. "In our 2013 Hype Cycle for Emerging Technologies, we place gamification at the ‘Peak of Inflated Expectations’. We continue to believe it will move into the ‘Trough of Disillusionment’ in 2014."
Four Questions With Gartner
This doesn’t mean it will fade away, Burke added. "But it does mean organizations will refocus on how gamification can be applied successfully," he said.
So just what are successful organizations doing with the concept of gamification? It's one of the questions we asked Burke in our catch-up this week:
What are companies that are achieving success through gamification concepts doing well to get there? Organizations that are successful in gamification are designing experiences that engage and motivate people to achieve their goals. When player goals and organizational goals are aligned, everyone wins.
What can be the long-lasting positive impact of a successful gamification model? Gamification provides a means of digitally engaging any sized group of people and motivating them to change behaviors, develop skills or drive innovation. The long-lasting impact is the scale of engagement. There is nothing new about motivating people. What’s different about gamification is that it uses a digital engagement model to scale that motivation to large groups of people.
How far into the future do you see successful companies taking this concept of gamification? In our research, we have proposed scenarios for gamification in the 2020 timeframe, and it may extend beyond that timeframe.
In 2014 and beyond, do you see any particular aspects of gamification taking off and being particularly successful? It is still early in the development of the gamification trend, but employee-facing solutions are beginning to overtake customer-focused solutions, and we expect that to continue in the near term. In the longer term, we expect that gamification will continue to build momentum and play an important role in reshaping education, increasing the effectiveness of personal coaching and engaging the crowd in innovation.
Title image by Bartosz Zakrzewski (Shutterstock).