The increasing complexity of the business environment, increased competition requires the introduction of new management techniques that enhance the competitiveness of modern companies. One of these techniques that are actively being discussed both in ademic circles and among practitioners is gamification (the application of game elements in various non-game contexts). Despite the growth of research interest and expanding the practical application, the gamification concept is not enough developed in theory, there are no standardized rules and procedures for its implementation in activities of companies. The article deals with theoretical and practical gamification matters, defined the prospects of its development in addressing pressing marketing challenges and tasks of personnel management of a modern company.
Highlights:
► potential of gamification to address different business tasks is undervalued by both Russian and foreign specialists
► in Russia only 6 % of respondents are familiar with gamification and use its tools in their activities
► application of gamification requires an understanding of human psychology, as well as knowledge and skills in the use of specific gaming methods and techniques in the non-game context
► the generated design of games should be user-oriented and not technically-centric, as often happens in the moment
► including courses on gamification in educational training programs for managers is the exception rather than the rule in the Russian system of higher education
► the management of companies should realize that gamification brings the greatest benefits if built around long-term values and objectives of the company
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