Report from the research company Gartner from 2014 predicted that more than 70% of Forbes’ major companies will have at least one “gamified” application by 2014. And they were right. Recent reports on gamification predict that the industry will continue to grow (by 67 percent by 2018) and will be worth an estimated 5.5 billion USD.1 In terms of regions, North America is expected to be the biggest market, followed by Europe and Asia Pacific.
By using the mechanisms of digital gaming, companies are boosting innovation and driving value.
Generation Y, the demographic born between 1980 and 2000, is the perfect “support” team. They have not only grown up in a digital world. They “live” online. And they are looking for jobs.
How does the gamification work in favor of HR and job seekers? It brings benefits to both employer and candidate.
To illustrate this, let’s have a look at one real life case of gamification used wisely by employer: Maersk Drilling and their Quest for Oil.
Drilling is a competitive sector and Maersk wanted to double the size of the company meaning hiring 3000 people. They decided to “drill” for a talent and produced first ever oil industry computer game, Quest for oil. It is about gaining and applying detailed insights into the geographical underground and global oil industry. But why did they choose this medium? “New times calls for new measures, and we want to use the computer game to tell the story of an extremely innovative business, which the entire world depends on, in a new and engaging way. We wish to engage in dialogue about our oil and energy business through gamification and at the same time give all interested the best opportunity to experience the underground,” Claus V. Hemmingsen, CEO of Maersk Drilling explained. To this date it was downloaded by around 350,000 people.
On the opposite side of the barricades, employees also benefit from the gamification. For example,
BNP Paribas and their ACE Manager.
Students from all around the world can play the game, solve cases from bank environment, compete and try to win the first price consisting of €6,000 and a trip to Paris. Students improve their business English and include this experience in their CV. There is also a possibility to get the internship worldwide. Year 2015 marked the 7th edition already. The previous one attracted almost 22,000 students from 145 countries and five continents. Moreover, the Ace Manager website has attracted over 400,000 visitors in total, while the Facebook community now has around 36,000 fans.
So, how are games changing “the game”?
1. Great form of PR.
2. Turns brand into “lovemark” and gamers into potential employees.
3. Identify talent. It screens and also prepares the best candidates.
4. A well-designed game can have educational aspect and can be used at schools, training facilities or special events.
5. Boosts brand engagement and brand loyalty.
6. At last but not at least, it brings traffic to website and likes to social media.