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Study: Most Americans Want Gamifications At Work

Study: Most Americans Want Gamifications At Work

June 8, 2011 | By Eric Caoili




55 percent of Americans are interested in working for a company that uses gamification to increase productivity, according to a new survey by consulting firm Saatchi & Saatchi S.

In its report titled "Engagement Unleashed: Gamification for Business, Brands and Loyalty", the agency found that around half of online Americans play social game during a typical day -- 28 percent of them who work play them more than 30 minutes a day at their jobs.

37 percent of survey respondents said they prefer to hear about a new product via online game experiences, versus the 44 percent who said they prefer email and the 3 percent that prefer TV or radio advertisements.

Among smartphone owners, 75 percent of participants want to play clues-based challenges from brands, and 85 percent would be willing to play them for at least half an hour for the chance to win a $100 cash prize.

Of those interested in game challenges tied to products, 27 percent said they would be likely to try out a challenge sponsored by a large corporate brand, and 64 percent said they would try it if sent by a friend or family member.

“Leaders are beginning to understand the enormous opportunities that games hold for businesses, brands and people," says Saatchi S co-founder and CEO Judah Schiller. Games, challenges and the notion of weaving fun and play into the fabric of society is tantamount to a renaissance."

He added, Well-designed games have the potential to create dynamic, rich and deeply enjoyable experiences that can foster innovation, reinforce positive behavior and increase engagement."


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