Emakina/Insights: European business underestimates gamification potential

Author: Alex Papanastassiou

European businesses clearly underestimate the potential of gamification. There is a real need to inform them on this high added-value technique, to increase its intelligent use and positive impact. This is one of the conclusions of research on gamification executed by digital transformation agency Emakina.

InsightsThe yearlong qualitative and quantitative study was made possible with the support of Innoviris, the Brussels Institute for Research and Innovation. The scope included 4000 respondents in 7 countries, and focused on parameters impacting acceptance of gaming techniques in improving business results.


The gamification research is the first major mission accomplished by Emakina/Insights, the agency’s new research unit. Emakina, builder of brand experiences, positions itself as a partner in digital communication. By creating Emakina/Insights the group responds to the growing market demand for strategic know-how, to better understand digital transformation. The expert team uses a tailor-made interaction platform to survey participants in its research programmes.

Aline_Durand_EmakinaAline Durand, Head of Emakina/Insights

 For the gamification study, the scope included the UK, France, Belgium, The Netherlands and Switzerland, besides China and the United States, to broaden the perspective and collect insights on cultural differences in other continents.

Games without frontiers

Gamification is the use of digital gaming mechanisms in other contexts, such as business environments. If used intelligently, it offers vast opportunities to motivate people, strengthen team spirit, and increase efficiency while boosting information collection and sharing. Erasing the borders between digital private and work habits is a relatively new strategy.

Gamification is already better adopted in the USA (33%) compared to Europe (16%), with China staying far behind, linked to its very different work culture.

Flickr_Sebastiaan_ter_Burgimage: Sebastiaan ter Burg/ Flickr

Gamification gap

Gamification really should be higher up on the corporate agenda in Europe. – Brice Le Blévennec, CEO of Emakina

Brice Le Blévennec, CEO of Emakina, comments: “ Gamification is a fun way to add value that encourages participation. It really should be higher up on the corporate agenda in Europe. Our study highlights a ‘gamification gap’ between the USA and Europe. Companies should see it as a great opportunity to improve collaboration and creativity. It is a real opportunity to bring added value to business activities, instead of just the ‘cherry on the cake’. When handled with intelligence, it is a cost effective and efficient way to reach business objectives, using healthy competition and motivation, without the need for financial stimuli.”

A broader scope

Besides mapping knowledge and perception of gamification, the study examined player profiles, gaming mechanisms, factors inside and outside the company sphere influencing participation, cultural components, and new opportunities for the application of gamification. These results will be used in new projects for Emakina’s clients.



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