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GAMIFICATION AS A MANAGEMENT TECHNOLOGY

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PDF: Author(s): Kasimova E. R., Kuznetsova E. V., Ruvenny I. Ya.,
Number of journal: 2(51) Date: May 2020
Annotation:

The article actualizes the need of using game technologies as a management tool in business sphere. Gamification is an innovative approach to management and it involves the using game components in non-gaming business processes. This study is based on the fact that the game, along with getting an education and labor activity, refers to the main types of human activity. Elements of the game are present at any stage of a person’s life and are inextricably linked with the development of personality. The article explains the applicability of gamification in business processes related to management and marketing issues; authors’ understanding of the term “gamification„ is disclosed; reasons of using gamification in business are identified. The necessity of dividing gamification into external and internal depending on the target audience (clients or employees) is justified. The role of gamification in the formation of customers and employees loyalty is shown. An implementation algorithm of gamification into the companies practice is presented. The results of the study reduce the discussion’s level about the use of game method in management and increase the effectiveness of communicative interaction’s organization with both external and internal audiences. When used correctly and appropriately gamification can lead to the increasing of consumers loyalty to the company, it’s products and brand and increase employees’ motivation and improve corporate culture. Gamification has good perspectives, as the study showed the universality of game technologies application in business (marketing, human resource management, innovation management, team building) and their effectiveness in organizing communicative interaction with both external and internal audiences.

Keywords:

gamification, business, game methods, marketing, management, staff loyalty, customers’ loyalty, marketing communications, motivation, corporate culture, digitalization.

For citation:

Ruvenny I. Ya., Kasimova E. R., Kuznetsova E. V. Gamification as a management technology. Business. Education. Law, 2020, no. 2, pp. 171–175. DOI: 10.25683/VOLBI.2020.51.238.