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Technology providers are gamifying their products and solutions to help increase participation and usage

Gamification is usually associated with instant gratification and short-term decision-making. What we often find in gamification solutions is that the end user is lacking in patience and is seeking a quick resolution. Traditionally, gamification solutions have addressed the learning and development segment, but more recently we are starting to see more uptake across HR and recruitment functions. This increasing expansion from an internal to an external focus is further reflected in uptake across business functions such as marketing and customer experience.

What are the main ways in which Australian businesses can leverage gamification tools and solutions?

The Australian government has rolled out several schemes related to digital adoption, with the Digital Economy Strategy being a key focus of the 2021-22 federal budget. This involves a $12-million commitment to enabling digital skills for small businesses. Often, small business owners and operators do not have enough bandwidth to focus on technology, so ensuring that they have the necessary tools and skills to thrive in the digital economy will likely lead to a huge uptick in gamification tools, solutions, and approaches.

There has been much discussion on the digital exclusion of the elderly in Australia. The global pandemic has introduced many new digital requirements to the lives of individuals, such as checking in and out of locations and providing evidence of vaccination status. Offering a gamified solution, which would be inherently simpler, would go a long way in addressing this issue.

Where are the greatest opportunities for sectors or business functions within Australia to best leverage this technology to their advantage?

Learning and education remains the domain that has best adopted gamification technology. One of the biggest opportunities for such technology is within the marketing sector and the ability it provides a business to better engage with a target audience or customer.

An example would be the ability of an organisation – for instance, an insurance firm – to ensure that the customer really understands the product that they are purchasing, cut through jargon-heavy policy documents, and reduce the need to have technical knowledge or understanding. Augmented reality can help the end user and reduce the need for human agents to simplify and explain processes and products.

Finally, initiatives across the three categories of health and wellbeing, mental wellbeing, and financial wellbeing can benefit from gamification.

What are the main opportunities and concerns for the C-suite across sectors and industries where there has been the greatest adoption of gamification solutions?

One of the key current discussions amongst the C-suite is what the new normal will look like and which challenges and opportunities it will present. The second is around climate change – bringing about an awareness and implementation of sustainable practices throughout the organisation. The third is around onboarding employees and customers and keeping them engaged throughout their entire lifecycle with a business.

Employee engagement: Focusing more on increasing employee productivity via personalised gamified challenges that help drive performance; customised learning to help employee development; and peer-to-peer recognition to promote teamwork. This results in higher productivity and better employee lifetime value.

Customer engagement: Within the financial services sector, gamified nudges enable customers to develop healthier financial habits through challenges. For example, category-based gamified savings exercises make financial fitness more fun and engaging.

Global sustainability challenges can help individuals learn and encourage them to start contributing to an organisation’s sustainability strategy. Enterprises can also enable their employees and customers to track their carbon footprints and offer comparisons within the local community.

Additionally, interactive marketing games can help a business better engage with customers and generate new leads. Such games can significantly help organisations achieve goals such as attracting new customers, new product launch promotions, and entertaining customers to educate them on consumer policies.

What are the main opportunities and areas of growth for the gamification of technology?

Wellness-based research and design initiatives within the banking system will be one of the initial areas of growth in the medium term. The banking ecosystem holds a lot of data about customers, their spending habits and transactions, along with several other details. These could be better utilised by leveraging gamification technologies to create awareness among consumers regarding their financial wellness.

The second area is servicing and marketing within the same sector. Interactive gamified videos encourage customers to play an active role in marketing campaigns. By inviting customers to choose their own preferences in the video, an organisation can deliver a personalised journey that is more engaging and memorable. Actionable insights about the customers help organisations achieve higher conversions.

When it comes to servicing, if an individual has an issue with a credit card bill, for example, this could be dealt with using interactive augmented reality videos by simply taking a smartphone photo of the statement. This will enable the organisation to engage and educate the customer about the statement in an interactive way and reduce the strain on the contact centre.

Arun Kannan

Arun Kannan leads innovation for TCS Banking and Financial Services clients in Australia and New Zealand. He has 18 years of experience in the IT industry, spanning product development, consulting, ideation, and co-innovation. Arun has developed expertise in data analytics, AI/ML, IoT, digital transformation, conversational AI, and CX initiatives. He has global experience in working with fintechs and start-ups and a proven track record of delivering innovation at scale.