The business model of gamification takes pre-existing applications: an online community, enterprise application or website and integrates game mechanics into it. By adding high-value interactions with customers and users, the business can achieve specific goals and targets. Gamification includes elements of feedback, transparency, short and long term goals. The user can also earn badges or levels, along with engaging in collaboration and competition with other users. Training methods can be done via video games, removing the dry and boring training manual methods of the past. By leveraging the motivational drive in users, business can benefit from new gamification processes to compel customer loyalty and drive sales.

With more and more people gaming as a means of recreation, it only makes sense that gamification is used as a method of keeping their interest in the workplace. Bringing the elements of video games into business is essential for the generation of workers who have grown up on games. They are conditioned to respond to ‘leveling up’ as well as earning reward for performing challenges. The virtual world that allows gamers to compete with players all over the globe can maximize work productivity by using the same type of technology. Allowing work applications to use colorful graphics, simple designs and motivational rewards can keep employees engaged and motivated while working. In addition, the business can reap the benefits of having simplified processes in place that allow customers to engage in a relationship with the company.

Opponents to the gamification process claim that the use of game techniques is dumbing down the work place and that by making work seem like a game, the individual has no attachment to the value of their job. While these arguments are valid, this is a new frontier for enterprise, and only time will tell how successful it is.

The gaming company Wooga provides a very interesting interview here.