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Gartner: 80% of Gamified Apps Won't Meet Their Objectives

Experts say developers need to pay careful attention to design to make gamification work.


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Enterprise application development teams are increasingly turning to gamification to increase end user engagement. In fact, researchers at Gartner say 40 percent of Fortune 1000 companies will use gamification as their primary method for transforming business operations next year. However, Brian Burke, research vice president at Gartner, cautions that 80 percent of gamified enterprise apps won't meet their business objectives.

"There are a lot of misconceptions there that you can slap points, badges and leader boards on to anything and it's going to magically become engaging," said Burke. "It's a more involved process to understand who the players are, what their motivations are, what their goals are -- and [then] design an experience that's going to take them along a path to achieving their goals."

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