| | AUGUST 20218IN MY OPINIONBy Whitney Magnuson, Senior Director, Enterprise Social Media, Hilton [NYSE: HLT]FOR SUCCESS WITH GAMIFICATION, TOP PROGRAMS BALANCE INTRINSIC MOTIVATION WITH TANGIBLE REWARDSOnce relegated to the marketing world, gamification, or the use of video game-like mechanisms in non-game contexts has made its way into nearly every corner of an enterprise.It's underway at companies everywhere that seem eager to gamify all manner of their internal and external programs, and I've experienced it first-hand, through employee training I've received and even HR benefits. As part of employee training at my former employer IBM, I was able to earn badges like "Agile Practitioner" for completing recommended online learning. And through my work-issued health plan at Hilton, I can earn discounts off my insurance premium for completing "missions," such as getting a flu shot that makes me less likely to need sick days.The urge to gamify is a simple one: gamification has been shown as an effective tool to get individuals to participate in activities that they might not naturally be inclined to do. But where many nascent gamification programs fall short is that they rely too heavily on tangible rewards, which are not only expensive but also short-lived, resulting in users to cease activity once they've earned a reward.
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