Destination - CIM

[Training gamification]Konzentration: Spielelemente können Levels sein, Punkte, ein Wettbewerb oder eine Erzählung.Concentration: Games elements include levels, scores, contests or a story.Photo: gamescomStellt sich die Frage, ob alle Prozesse füreine spielerische Herangehensweise geeignetsind: denn Spielen kann eben auchFrust, Niederlage und Aufgeben bedeuten.Und erst das macht es zur Herausforderung.Marketing will aber den Kunden leicht erreichenund unterfordert daher oft die Intelligenzder Nutzer. Soziologe und NetnographKlaus Jankowitz hebt besonders den Punkthervor, dass Gamification nur einzelne Elementenutzt, statt ganz aufs Spielen zu setzen,etwa wie Serious Games das tun.Zudem sind viele Dinge banal. Belohnungenwie Gutscheine und Treuepunktegibt es seit Jahrzehnten, wenn nicht Jahrhunderten.Und Akkordarbeit bleibt Zwang, auchwenn sie wie ein Wettrennen gestaltet wird.Denn Spielen beinhaltet in den klassischenSpieltheorien als wichtigste Elemente dieFreiwilligkeit und Selbstbestimmung sowiedas „als-ob“ als Experimentierfeld jenseitsrealer Zumutungen und Zwänge. Marketing companies are already hailing a new era, the market research company Gartnereven forecasts that by 2015 over 50 per cent of all organisations will be gamifying their processes.What do they want to achieve by adding games elements to their processes?Their aim is to motivate people to push themselves while satisfying their need to playgames. This can only succeed with processes where no coercion is involved. Playing issomething voluntary. You could also decide differently, like in sports, writing reviews, visitinga website, taking part in surveys, buying things, doing volunteer work, etc.There are many mistakes you can make. From psychology we know that intrinsic motivationis much more important and effective than that generated extrinsically. Hence, it is oftencounterproductive to try and get somebody to do something simply by rewarding or payinghim for it, because this externalises his motivation and makes it dependent on a reward.The games market is gigantic. The world’s largest computer games fair gamescom,which took place at Cologne Fair last August, was attended by 340,000 visitors this year.This figure is hardly surprising, if one considers that almost one-third of all Germans playedregularly in 2012. Imagine what great opportunities this offers for meetings where peoplecan learn more easily by playing.I want to end my list of successful examples with some from a supposedly dusty environment:Museums are already using adventure-based elements like the San FranciscoMuseum of Modern Art, which employs gamification to address customers and in its exhibitionconcept. Also a thrilling concept: the acclaimed game of the New York MetropolitanMuseum of Art, which is like a murder mystery. And New York’s public library has developed“Find the Future: The Game”, which sends players on a scavenger hunt for information.Bold? No. An idea for conferences? Yes.Ibo Mazariwww.digitale-spielwiese.orgwww.dimedis.dehttp://games.eco.deMore than just fun and gamesGamification: Turningattendees in participantsPCMA. Die Professional ConventionManagement Associationhat den Trend Gamificationfür die Branche schon längererkannt. Bei der PCMA AnnualConference 2013 in Orlandosprach Kurt Nelson, Präsidentder The Lantern Group zumThema „Gamification: Turningattendees in participants“. DieTeilnehmer der Hybrid Sessionsmussten unter bit.ly/pcma2013sogar Spiele über eine App vonEventmobi testen. Das Unternehmenbestätigt: In den USAerweitern die App-Spezialistenjede zehnte Veranstaltungs-Appmit Gamification-Elementen.Voraussichtlich auch zur PCMAAnnual Conference 2014 vom12. – 15. Januar in Boston.www.pcma.org26 CIM 6/2013