Blue paper explores pros and cons behind gamification

MANCHESTER, England — 4imprint on Friday posted a blue paper on gaming called "Using Gamification to Improve Engagement." 

The popularity of gamification as a business strategy continues, noted the promotional products retailer. With organizations continuously striving to find new ways to engage and capture the imagination of both their customers and employees, gamification is providing answers.

“Perhaps part of the reason gamification is growing in popularity is because it can be adopted by any company regardless of their size or sector,” stated Cheryl Jackson Leafield, marketing manager of 4imprint UK and Ireland. “When it comes to innovation and engagement, it leads to savings and opportunities. In other words, it’s more than just a fun thing to do, it’s a cost effective strategy.”

The paper takes the reader through the basic concept and terms used (in gamification strategies) and highlights companies that have had success. Conversely, gamification is not without its critics, and 4imprint provides six key points that need careful consideration before such a strategy is employed. 4imprint also considers the opinion that gamification is perhaps unsustainable for the long-term.