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Gamification’s new role: gathering user behavior data

Gamification — the application of gaming approaches to addressing business problems — is now a big part of business computing. Projections show seven out of ten Global 2000 businesses will be employing gamification in their operations by 2014, and one out of four business processes will be incorporating games by 2015.
The next phase for gamification is gathering data on use behavior, Deloitte states. Here’s the business case:

“As more platforms track behavioral data, the aggregate of data could provide insight to the business. This is a phase where many, if not all, enterprise systems of record ‘talk’ to each other about a user’s behavior throughout the system. At an even more advanced level, these data could be linked with third-party data providers, open data sources and paid data sources.”

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