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2012: When CRM Meets Gaming

One interesting predicting for the coming year is provided by Garret Ippolito of He tells Enterprise Apps Today that as companies redouble their efforts to improve the effectiveness of social media marketing, gamification, or the integration of game mechanics into marketing activities, will be a focus.

"Gamification is not a passing fad, it is here to stay," Ippolito predicted.

Certainly, gamification has become an element in many unexpected industries.

The Fashion Game

It is becoming a part of fashion’s social media outreach–which came slowly to social media and related ad technologies. Now, however, fashion-related games on Facebook have become very popular, very quickly.

Games In Recruitment

Game-like applications are also making their way into internal corporate functions. Marriott International launched a game on Facebook called My Marriott as a recruiting tool. My Marriott is similar to other Facebook games like Café World and Restaurant City, but is hospitality-oriented with players responsible for managing the operations of a Marriott kitchen. Later games focused on other components of the hotel business will roll out.

And SFA Adoption

A more compelling use might be to use games to drive SFA adoption–a long-standing problem among high-charging sales reps. 1to1 takes a look at this idea, noting that there may be a more appealing solution than the tedious academic studies on the topic and tired carrot-and-stick approaches.

"It seems logical that gaming elements would appeal to salespeople - a notoriously competitive bunch - and get them more engaged with the software," says CRM Analyst Lauren Carlson of Software Advice.

1to1 also points to Gartner figures that project that within the next three years more than 70% of Global 2000 organizations will possess at least one gamified application.

Tablet Ownership Changes Gaming Habits

One wild card is the shift in gaming habits, a shift introduced by tablets.

A majority of tablet owners say they use a video game console/handheld video game less often less often as a result of owning a tablet, according to GfK MRI. About six in 10 (59%) tablet owners say they use traditional video game playing devices less often due to the influence of their tablet. Tablet ownership does not affect any other activity as strongly.


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