Problems of using gamification projects in the foreign practice: assessment of implementation efficiency
Recently, the gamification concept is beginning to gain enormous popularity in the business sphere. Gamification can solve both the problem of motivation for each individual employee and the problem of motivating the company to reach a qualitatively new level of development. Formally, gamification is the application of approaches specific to games in non-game processes in order to attract users and consumers, increase their involvement in solving applied problems, and using products and services. The article discusses the foreign practice of using gamification projects. The definition of a gamification project is a project to integrate game mechanics into existing organization processes for increasing staff motivation, engagement and strengthening loyalty, aimed at increasing the overall level of organization’s performance. Since the majority of gamification projects (about 80 %) do not bring the expected result, the article proposes a universal formula for calculating the effectiveness of gamification projects. To derive the formula, existing studies on the economics of gamification projects were studied. To test this formula, six modern gamification projects (including both successful and unsuccessful) were analyzed. As a result of the analysis and calculations, the coefficient of effectiveness of all successful gamification projects is higher than 1, unsuccessful ones are lower than 1. The developed formula for calculating the coefficient of effectiveness of gamification projects should help organizations evaluate the effectiveness of the implementation of the planned gamification project at the preparation stage and understand whether it will bring the expected results in the proposed version or need to change the project.