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swersheet2
Whe
WorkBecomesaGameAWhatmotivatesemployeestodotheirjobswellCompetitio
withcoworkersforsomeThepromiseofrewardsforothersPuree
joyme
tofproblemsolvi
gforaluckyfewBI
creasi
glycompa
iesaretappi
gi
tothesedesiresdirectlythroughwhat’scometobek
ow
as“gamificatio
”esse
tiallytur
i
gworki
toagame“Gamificatio
isaboutu
dersta
di
gwhatitisthatmakesgamese
gagi
ga
dwhatgamedesig
ersdotocreateagreatexperie
cei
gamesa
dtaki
gthoselear
i
gsa
dapplyi
gthemtootherco
textssuchastheworkplacea
deducatio
”explai
sKevi
Werbachagamificatio
expertwhoteachesattheWharto
SchoolofBusi
essattheU
iversityofPe
sylva
iai
theU
itedStatesCItmightmea
mo
itori
gemployeeproductivityo
adigitalleaderboarda
dofferi
gprizestothewi
ersorgivi
gemployeesdigitalbadgesorstarsforcompleti
gcertai
activitiesItcouldalsomea
trai
i
gemployeeshowtodotheirjobsthroughvideogameplatformsCompa
iesfromGoogletoIBMtoWellsFargoarek
ow
tousesomedegreeofgamificatio
i
theirworkplacesA
dmorea
dmorecompa
iesarejoi
i
gthemArece
treportsuggeststhattheglobalgamificatio
marketwillgrowfrom165billio
i
2015to111billio
by2020DTheco
ceptofgamificatio
is
ote
tirely
ewWerbachsaysCompa
iesmarketersa
dteachershavelo
glookedforfu
waystoe
gagepeople’srewardseeki
gorcompetitivespiritsCrackerJackshasbee
“gamifyi
g”itss
ackfoodbyputti
gasmallprizei
sideformoretha
100yearsheaddsa
dthetur
ofthece
turysteelmag
ateCharlesSchwabissaidtohaveofte
comei
tohisfactorya
dwritte
the
umberofto
sofsteelproducedo
thepastshifto
thefactoryfloorthusmotivati
gthe
extshiftofworkerstobeatthepreviouso
eEButtheword“gamificatio
”a
dthewidespreadco
sciousapplicatio
oftheco
cepto
lybega
i
ear
estaboutfiveyearsagoWerbachsaysTha
ksi
parttovideogamesthege
eratio
owe
teri
gtheworkforceisespeciallyope
totheideaofhavi
gtheirworkgamified“We’reatapoi
twherei
muchofthedevelopedworldthevastmajorityofyou
gpeoplegrewupplayi
gvideogamesa
da
i
creasi
glyhighperce
tageofadultsplaythesevideogamestoo”WerbachsaysFA
umberofcompa
ieshavespru
gupGamEffectiveBu
chballa
dBadgevilleto
ameafewi
rece
tyearsofferi
ggamificatio
platformsforbusi
essesTheplatformsthataremosteffectivetur
employees’ordi
aryjobtasksi
topartofarichadve
ture
第4页（共15页）
f2016年12月大英四（第一套）
arrative“Whatmakesagamegamelikeisthattheplayeractuallycaresabouttheoutcome”Werbachsays“Thepri
cipleisu
dersta
di
gwhatismotivati
gtothisgroupofplayerswhichrequiressomeu
dersta
di
gofpsychologr