Gamification Tools and Practicies of Russian Companies

Alena Morozova () and Aleksandr Rozhkov ()
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Alena Morozova: National Research University Higher School of Economics
Aleksandr Rozhkov: National Research University Higher School of Economics

HSE Working papers from National Research University Higher School of Economics

Abstract: In this paper we explore the concept of gamification and its business applications in the Russian companies. Gamification has been introduced in 2003 and since that time it has acquired a wide recognition as an efficient tool to enhance front-office and back-office business processes increasing performance and boosting engagement of the participants. Gamification refers to the use of game elements and designs in non-game environments. As a result customers and employees involved stay more focused and motivated to accomplish the chosen goal. We explore gamification practices of the Russian companies including application areas, funding and perceived efficiency of these initiatives. As the result we outline four groups of practices observed on the market.

Keywords: gamification; marketing; Russia (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Pages: 22 pages
Date: 2017
New Economics Papers: this item is included in nep-cis
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Published in WP BRP Series: Management / MAN, December 2017, pages 1-22

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Persistent link: https://EconPapers.repec.org/RePEc:hig:wpaper:58/man2017

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