Gamification and game-based learning have found immense success in various sectors. These include healthcare, eLearning, education, induction training, HR, marketing, etc. Following the footsteps of various leading enterprises and global giants, Gamification in Malaysia is seeing a rising trend.
The versatility of game-based learning approaches is being accepted by corporate houses, financial institutions, brands as well as leading educational institutes.
Various gamification examples from around the globe provide inspiring ideas for others to follow. Malaysian corporate sector has been taking a keen interest in following the suit and has largely acknowledged the value that this modern-day learning approach brings forth.
Multiple gamification examples can be studied to understand their impact on employee engagement, brand promotion, marketing, and sales. Similarly, examples of gamification being used in the education sector support the science that goes behind these principles.
Educationists, trainers, and managers have long since struggled with issues like short attention spans, long term learning, learner engagement, and low motivation. Gamification and game-based learning provide a platform that is educative, fun and addictive!
The article is an attempt to understand the reasons why gamification works and the principles behind it, key application sectors, the future of Gamification in Malaysia, and some successful examples within the country.
Gamification and Game based learning- How do they work?
So how do gamification and game-based learning work and why are they considered so effective?
Gamification offers easy solutions to modern day learning challenges like short attention span, poor knowledge retention, etc.
Plus games are fun.
Plus games are addictive.
Games are purposefully loaded with elements that grab the player’s attention and keep them keep engaged through different levels. The attractive visuals, creative storylines, competition, challenges, and rewards are all a part of game design and are meant to capture the player’s interest.
That said, games and gamification have a thin line of difference. Gamification makes use of the fun elements of games (challenges, rewards, levels, etc) and applies them to non-gaming contexts that are used for a certain learning module.
Game-based learning, on the other hand, is more focussed on using these elements to give knowledge in a chosen sector/skill/ subject.
The success of gamification and game based can be attributed to the way the human brain reacts to these elements. Various neurotransmitters within the human brain are in charge of controlling emotions, moods, and learning. Dopamine, for example, is a neurotransmitter linked with mood enhancement.
Gaming elements are known to create a surge in dopamine levels, which creates a feeling of well being, happiness and is also linked to the ability to learn new tasks.
Gamification principles and elements
Our article on “10 Effective Gamification Principles for Learner Engagement” talks in detail about key gamification principles like creative storyline, engaging challenges, game level calibration, motivation through rewards and badges, accessibility, visuals and aesthetics, and long term learning.
The key gamification elements that are used to create a successful game design include:
- Learning objectives
- Game design and presentation
- Healthy Challenges
As per the eLearning Industry reports, some of the major application sectors of gamification till the present date have been corporations, local government agencies, federal government agencies, consumer and educational institutions.
Various enterprises and leading brand names across the globe, and now in Malaysia are now recognizing the value that gamification brings for physical training needs, skill imparting,
Some of the key sectors that have successfully implemented the gamification principles include:
- Gamification for eLearning and corporate training
- Gamification for education
- Gamification for health
- Gamification for marketing
- Gamification for technology design
- Gamification for business
Gamification in Malaysia- A bright future
Gamification is definitely a word that’s been an attention grabber in the world of education, corporate growth and business all over the globe. Various enterprises that have used and applied the principles of gamification willingly testify to its benefits and usefulness.
That said, a good percentage of successful examples of gamification applications come from western countries and the corporate giants in these markets.
However, the eastern world has not been too far in understanding the significance of game-based learning in various sectors like healthcare, education, finance, marketing, sales, corporate training, etc.
Malaysia has been at the forefront of understanding and promoting gamification on different platforms.
The Malaysian Multimedia Development Corporation or the Malaysian Digital Economy Corporation (MDeC) has been a leader in carrying out research on this aspect of learning. MDeC has trained and encourages various organizations in the country to use gamification platforms to manage their businesses, transform their organizational culture and promote their brand name.
MDeC’s COO, Ng Wan Peng, believes that gamification is still in its toddler years in Malaysia. However, he strongly believes that the growth possibilities for the future are huge. Various established and upcoming organizations are willing to tap into gamification mechanics and reap benefits.
As per the reports from Global Competitiveness Report for 2018, the Malaysian economy is currently ranked at number 25 amongst the most competitive economies in the world.
Corporate growth has been at an all-time high with competition scaling up like never before. Organizations are now looking at options to create better organizational culture, target more and more customers, zoom up their sales and tap the global markets too.
Gamification is hence being recognized as one of the most important tools for corporate growth in Malaysia.
With efforts from organizations like MDeC, various gamification platforms, and opportunities are now being explored. MDeC has in the past ten years focused specifically on sectors like education, oil and gas, healthcare, finance and industries.
The Malaysian Government has also been at the forefront, encouraging workshops, courses, and training on gamification in various cities across the country. Needless to say, the versatility and effectiveness of gamification is being realized all across.
The education system in Malaysia has also been catching up fast. Leading educationists in the country are now acknowledging the meaningfulness of including gamification in their learning modules.
In the opinion of Professor Hew Gill from Sunway University in Malaysia, gamification generates better opportunities for enhancing learner experience while preparing them for real-life scenarios.
Leading game design organizations in Malaysia are now holding annual workshops to impart training on the application of gamification in work environments. Check out some of these interesting workshops planned for the year!
Successful gamification examples in Malaysia
Yes, gamification is just beginning its journey in Malaysia.
That said, the strongly growing economy of the country is now eyeing on using gamification concepts to strengthen the existing brands and create a better name in the global markets.
Some of the most well known examples of gamification in Malaysia include:
1. Standard Chartered Bank- Being one of the leading financial institutions across the globe, Standard Chartered Bank has been at the forefront of using some of the basic elements of gamification to increase its customer base. Simple techniques like creating rewards to encourage clients who shop using their ban debit/credit cards has worked wonders for them.
The reward system helped capture the customer’s interest, created higher user engagement, and also helped create brand loyalty within its existing customers. Higher loyalty measured in terms of card usage is rewarded with discounts, coupons, etc.
2. Lazada- Lazada is an e-commerce organization based in Malaysia. It is considered the top-most shopping and selling destination in South East Asia. The organization considered the use of gamification to increase sales.
Clients using their app automatically get access to various promotional schemes, discounts as well as gift vouchers. The use of app repeatedly, after getting your first deal, gets you more attractive rewards in terms of deals and discounts.
3. Terato Tech- Gamification techniques were used in the organization’s app including their fitness apps like “Move and Burn”. The games were designed to motivate the players to work out more, compete with each other to achieve higher levels. Appropriate rewards at each level increase the effectiveness of these games.
4. Nettium- Nettium is an e-commerce platform in the country. The organization used gamification to develop the Atlas system which worked as a performance management solution. The performance of the staff is evaluated as they play the game and reach various levels. Badges are awarded at each level.
5. Gamuda- This award-winning engineering and construction company based in Malaysia used gamification to build team synergy amongst various decentralized HR functions and to introduce and cultivate new HR core values within the employees.
Other inspiring global examples
As per a report from Tech Sci Research, the global gamification market in 2018 had a worth of 6.8 billion dollars and was estimated to grow by 32% by the year 2024.
The benefits of smart gamified platforms to grow business, boost sales, get higher conversions, promote brand loyalty, introduce new products or recruitment and training of new employees can not be denied.
Malaysia is amongst the list of countries that have taken multiple initiatives to include gamification and gamified platforms in various sectors.
Various global leaders have set examples that need to be carefully studied and followed. These gamification examples across the world are proof of the effectiveness of the technique.
We have examples like Google’s Travel Expense System, that used gamification for organizational management and showed positive results in terms of 100% worker compliance.
Similarly, other leading gamification success stories include Astra Zeneca’s medicine training, Starbucks – My Starbucks Rewards, The Samsung Nation, M&M’s Eye-Spy Pretzel, Nissan Carwings, CISCO, Ford Escape’s game app, Route, Domino’s, etc.
Read up our article on “Top 12 Gamification Examples That Received Instant Success” to learn in detail about these globally successful examples of gamification.
The future of gamification is definitely bright. It is all set to be a potential game-changer in the years to come. While gamification in Malasia is still in a developing stage, the recognition amongst corporates and government organizations shows that it could soon be creating big waves in the country.