Global Business and Gamification: An Introduction

The term “gamification” is increasingly and widely used in business. Globally, businesses are adopting gamification as the primary method in transforming business operations. Gamification incorporates game concepts into non-game environments, such as a corporate website, online community, or company intranet, to boost employee engagement. Gamification aims to engage and motivate customers, staff members, and partners to encourage cooperation, sharing and interaction. Businesses utilize game elements, such as leaderboards, badges and rewards, to recruit, onboard, and train new employees; to motivate compliance with administrative requirements, such as filing travel and expense reports; to engage remote teams; and to improve employee performance. Gamification can further help organizations by encouraging the desired employee behaviour. This book considers the application of gamification and its implementation in the business context across global enterprises. It aims to explain the importance and applications of gamification in the business context in areas including marketing, human resource management, and financial services, as well as provide an understanding of the essence of gamification in organizations and its role in the present-day context. The chapters in this book are based on interdisciplinary areas. Furthermore, this book presents practical, real-world examples of application-based gamification for organizations.