Gamification - The reality of what it is... and what it isn't
Kyle Findlay and Kirsty Alberts The TNS Global Brand Equity Centre, South Africa
Gamification - the application of game mechanics to non-game environments to enhance user engagement - is a term being bandied about the business world. Having only recently made its debut in the business lexicon, the term gamification is rapidly becoming commonplace. Why the sudden interest? Well, promises of enhanced customer engagement and satisfaction, as well as attractive returns on investment, are a guaranteed drawcard. Proponents of gamification sermonise its unparalleled benefits,...