3d • General
Adidas experienced it the bad way...
The most expensive assumption in gamification: "Our people are motivated. We just need to make the work more fun."
So organizations add points, add leaderboards, add badges. And nothing changes. Or worse...(as I have seen it first hand at Adidas) engagement drops. Here's what I keep seeing with clients: Gamification doesn't create motivation, but it amplifies whatever motivational state already exists.
If someone is autonomously motivated, working because he experiences the task as worth doing, well-designed gamification can deepen that. If someone is working to avoid punishment or comply with expectations, then gamification just adds a layer of performance theater on top of an already brittle system.
A lot of gamification implementations fail. They do not fail because gamification doesn't work, but because most implementations skip the question that actually matters: Are your people doing this because they want to or because they have to?
The design challenge isn't "how do we make this more engaging?" It's "how do we design systems where people actually want to engage?" That's a different question. And it has a different answer.
What's your experience, and what have you seen gamification work? When did it, and when didn't it?
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Adidas experienced it the bad way...
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