December 17th, 2012 by Kelly Liyakasa

Gamification platform provider Badgeville has raised $40 million in capital to date and its cofounder and CEO Kris Duggan says 2013 could mark some major movement in the space. Beyond a possible new infusion of cash – “who knows, maybe we’ll be in the market looking for another [line] of financing” next year, Duggan tells me – in theory, 2013 could be the year the industry “crosses the chasm.”

Despite some of the stats and figures circulating out there, such as Gartner’s prediction that 80 percent of gamification efforts could fail by 2014 due to poor design (we’ll get to what constitutes success and failure in design strategy in a future news analysis piece), we’re seeing real moves in the enterprise gamification space.

Global loyalty and mobile promotions company ePrize spun off LevelEleven to motivate and reward salespeople toward better performance. Bunchball integrated with SugarCRM. CallidusCloud amped up sales performance management with MySalesGame. We’ve seen a unique approach to CRM, with Zurmo embedding game mechanics into the DNA of its system code. And earlier in December, Capgemini Consulting and MIT Center for Digital Business teamed up with Badgeville to offer enterprises more ways to incorporate technology-enabled game mechanics into behavioral change programs for both customers and employees. In addition, here are a couple of predictions for enterprise gamification in 2013 that Badgeville’s Duggan shared with me:

Prediction 1:  You will begin to see large, digital transformations in companies – “Gamification will be a key part of digital transformation. So far, we’ve only seen departmental examples of people adding gamification to their sales function, or to their HR function, but I think a big prediction for 2013 would be – these things start to get enterprise support. It’s, ‘Let’s create a global reputation that runs across the company.’ Every employee gets credit for their attention and their performance, and they have this digital reputation or digital status that kind of follows them inside a company.”

Prediction 2: Collaboration could be huge – “We’re seeing huge uptake of collaboration platforms when we add gamification, and we have a really big deployment for EMC, a $50 billion data company. They use Badgeville on their Jive community for 250,000 users and we’re getting great results from that. We just introduced Badgeville for [Microsoft] SharePoint, and we’re signing Fortune 50 companies to that product that are deploying it to tens of thousands if not hundreds of thousands of users. I think this is where we really start to see collaboration deliver.”

Prediction 3: Engagement “Anywhere” in the Enterprise – “Whether they’re customers, partners, or employees, or developers…wherever you have an audience, you’re going to be thinking about engagement. Maybe even one step further than that, I would think that when you start to break down these walls, these audiences are all kinds of extensions of each other and it’s less of a formal, ‘You’re an employee,’ or ‘You’re a customer,’ and more like, ‘You’re in the ecosystem.’ [I think we’ll see] internal employee deployments really start to take off and those becoming templatized over the next 12 months.”


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