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Why gamification? Benefits, results and pitfalls

What makes gamification so effective compared to traditional forms of knowledge transfer such as lectures, e-learning modules or conventional training courses? The science is clear: people learn by doing, not by watching or listening. Gamification and serious games put that principle into practice, and the results speak for themselves. On this page, you will find the key benefits, concrete figures and the pitfalls you need to be aware of.

The power of 'learning by doing'

The real strength of gamification lies in active learning. You only truly learn how to bake a cake by making it yourself, not by watching someone else do it.

That is precisely why serious games and gamification are so effective: they create a safe learning environment where people can practise freely, are allowed to make mistakes and can rectify them, without any real consequences. Indeed, making mistakes often provides the greatest learning experience! And gamification doesn't have to be digital to achieve this.

9 proven benefits of gamification

These are the effects that organisations see when they use gamification or serious games:

  1. more engagement

    Gamification creates more engagement among players (your target audience). They show more commitment towards what you want to achieve, making you reach your goals faster. Gamification is more accessible, which also makes people more willing to do something.

  2. enhanced learning ability

    Games we do voluntarily and with pleasure. The game mechanisms and reward systems in gamification release dopamine in the brain. This enhances our cognitive ability.

  3. increased self-confidence

    Making mistakes is allowed. Especially in a gaming environment. If something fails, just try again until you succeed. This is a very powerful way to learn something and makes the player feel more confident in what they are doing.

  4. more transparency

    Feedback is an important element within gamification. It shows the player's progress and provides learning moments. It creates transparency by making the player's progression and goal clear (and therefore more achievable).

  5. improved collaboration

    Certain games allow players to work with each other to achieve a certain goal - if they don't work together, they won't achieve the goal.

  6. more creativity

    Introducing gamification has been shown to make people think more creatively. The wide range of possibilities within a game, stimulates the imagination and creates more creativity.

  7. more fun

    Games are fun. People play games for fun. By also introducing game elements in e.g. the workplace, employees will have more fun, get into a flow faster, have more energy and feel positive engagement.

  8. increased perseverance

    A game is often not easy, especially the further you go in the game. The last level is often the hardest. Yet players don't give up. They want to reach that next level and keep going, a trait that is also very useful in real life.

  9. Measurable results: what do the figures show?

    In addition to the qualitative benefits, gamification also delivers measurable financial results. Research by the Aberdeen Group shows that organisations using gamification for sales and HR achieve the following:

    • 42% greater effectiveness in onboarding, training and retaining sales staff
    • 32% faster at recruiting sales representatives
    • 30% shorter sales cycle
    • 20% higher lead conversion
    • 13% more sales representatives who meet their annual quotas

    Streck, H. (2016) Gamification: De Kracht Van Beleving. Amsterdam: Futuro Uitgevers.

Pitfalls of gamification and how to avoid them

Gamification is powerful, but it is no magic bullet. There are a number of common mistakes that can stand in the way of a project's success:

Gamification without a clear objective is the most common pitfall. Adding game elements simply for the sake of it does not work. Everything must be based on a clear learning or behavioural objective.

Underestimating the complexity is a second risk. The basic principles of gamification are simple, but the implementation requires careful consideration of mechanics, target audience and context. A poorly designed game can backfire and actually reduce motivation.

Failing to provide support is the third pitfall. A serious game or gamification programme requires guidance: before launch, during use and in the debriefing.

At Wakaaro, we know these pitfalls inside out. Our approach always starts with the objective and the target audience, not with the game itself. Want to know more about how we work? Take a look at our approach.

Wondering how we at Wakaaro work to bring out the positive effects of gamification in your project and avoid the pitfalls? Click through below or get in touch!

FAQ

Does gamification work for serious or complex topics too?

Yes. In fact, gamification is most effective when dealing with complex topics. Think of safety training, compliance, financial literacy or change management. A serious game allows participants to experience the consequences of their choices for themselves in a safe environment, which leads to a quicker understanding and behavioural change than traditional training.

It is no coincidence that pilots, for example, spend hours practising in a flight simulator during their training. It is safer, less serious if a mistake is made, cheaper and easy to use. And it provides an excellent foundation for the 'real' job. With gamification, we can apply this principle to any subject: a safe environment where mistakes are allowed and which provides practical insights.

Is there scientific evidence that gamification works?

Yes. There is a wealth of scientific research available. Some of the studies we cite on the website are listed below. Countless other studies confirm these findings.

A comprehensive study by the American Psychological Association highlights the cognitive, motivational, emotional and social impact of games on human behaviour.

In addition, the Aberdeen Group study presents concrete ROI figures for gamification in an HR and sales context.

Wakaaro always works in an evidence-based way: the game choices we make are underpinned by learning psychology and behavioural science.

Which sectors is gamification suitable for?

Gamification is not limited to any particular sector. Wakaaro has developed programmes for businesses, non-profit organisations, educational institutions, government bodies, healthcare organisations, and more. The approach varies depending on the context, but the principle, using game mechanics to influence learning and behaviour, is universally applicable.