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Our Obsession with Games Can Be Used to Drive SFA Adoption, Recruitment

Nielsen confirmed what most people already suspected about gaming, namely that they are the most popular app category, with 93% of app downloaders - people who have downloaded an app within the past 30 days - willing to pay for the games they play. In contrast, only 76 percent of downloaders are willing to pay for news apps.

These stats certainly bolster the business case for several models including game-based ads. They also lead to speculation about how else to use games' popularity.

For Recruitment

Marriott International is trying out one way, with the launch last month of a game on Facebook called My Marriott. It is to be used as a potential recruiting tool. My Marriott is similar to other Facebook games like Café World and Restaurant City, but is hospitality-oriented. (via USA Today) with players responsible for managing the operations of a Marriott kitchen. Later games focused on other components of the hotel business will roll out.

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.

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