By Jason Frank, Director, SAS, MSLGROUP EMEA
Scientists point out that we?re neurologically programmed for gaming. The concepts of ?flow?, being ?in the zone? and ?fiero? (the instant ?high? of achievement) all feed our need for status and reward.
Using gaming techniques to drive participation is nothing new. Global brands such as Volkswagen (The Fun Theory), and even the World Bank (Evoke game) have all addressed sustainability and social challenges in so-called ?serious games?.
This growth also reflects the move towards social and mobile ? tapping into ready-made communities. Marriott Hotels, for example, migrated their existing ?MyMarriott? hospitality game, where participants become managers of their own virtual hotel, to their recruitment Facebook page.
MyMarriott Facebook game
Talent testbeds
Young professionals and graduates, who may lack business connections to get head hunted but are gaming-savvy, can use platforms like GILD to get noticed. This offers both online testing and job posts from the likes of Oracle, eBay and PayPal, to demonstrate individuals? skills before they?ve even submitted their CVs.
It?s also all about creating the right type of challenge and ?filters? for your audience as well as understanding the ground rules ? from leaderboards and badges to solid game mechanics. It?s no good having a fantastic game idea when there?s no visibility for the high scorers to build their own personal online brand.
Harry Trevelyan, Head of User Experience at SAS, sums up the challenge:
?Creating a successful game is hard. To make it work, you need a deep understanding of what?s going to motivate your audiences to engage, a genius game idea to push those buttons, plus meticulous planning and testing.?
Although gaming may be edgy right now, the usual rules apply ? do your research, find what makes people tick, assemble a crack team and build a compelling experience. Then you?ll be on to a winner.
Originally posted on SASLondon.com
Jason Frank, MSLGROUP
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Jason is joint Managing Director of leading design and communications agency SAS. Jason has worked in communications for over fourteen years. His experience encompasses research, strategy and implementation. He has been responsible for evolving SAS?s talent offer over the last seven years to reflect audience and client requirements. Clients Jason has worked with include Unilever, Freshfields Bruckhaus Deringer, KPMG, Sainsbury?s and Ernst & Young. He is a regular speaker at industry events and publishes ongoing research and benchmarks.
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Also read our latest report Behaviour Change Games: The Future of Engagement
Source: http://blog.mslgroup.com/press-play-gamification-and-talent-communications/
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