Skip to Content
Uncategorized

How All Knowledge Work Will Be Gamified

The gamification of labor has begun – and its pioneers are borrowing heavily from everything from World of Warcraft to Twitter.
November 21, 2011

RedCritter is a Dallas-based startup that is succeeding at the gamification of software development in a way that no one else is. But this is just the beginning, RedCritter CEO Mike Beaty told me last week when I wrote about his company here on Technology Review.

Beaty was able to reveal that the next products he plans on rolling out will gamify customer relations management and sales – which is how the now-mighty Salesforce.com got started. He also hinted that the future could hold much more. In general, he implied, there is no reason that gamification can’t be expanded to countless areas of white-collar work.

The methods are straightforward: Anything that can be tracked can be gamified. Since almost all work consists of discrete tasks that must be completed in an orderly, timely and somewhat repetitive fashion, tracking software like Harvest is already helping workers become more productive.

RedCritter Tracker, RedCritter’s package for software development, simply adds game elements to this tracking process, such as badges, points and a rewards store.

Now, there is plenty of debate about how well gamification will work. If we’re not motivated to do our jobs already, is the juvenilization of our toil through the addition of gold stars for good behavior going to improve things? But RedCritter Tracker is already being used, apparently to great effect, by a number of software development studios.

The secret to its success, I gathered from the developers I interviewed, is that by adding transparency to everyone’s productivity, they’re able to figure out how to improve. The game elements are therefore just a way to make the process playful and morale-boosting rather than intrusive.

The reason all this works is that companies like RedCritter aren’t starting from scratch – they have decades of trial and error by game designers on which to build.

“I have that mentality of an Xbox gamer or code monkey,” says Beaty. “That’s why we started our first product as software development service. It’s something we use and understand intimately.”

Beaty’s influences include FourSquare, Twitter, and World of Warcraft, from which he seems to have lifted not just elements like public records of your accomplishments but also a general aesthetic of team building and cooperative rather than competitive play.

Absent team play, World of Warcraft, is about grinding through levels. Or in other words, a particularly toilsome kind of work. So if the developers at Blizzard could figure out how to turn killing the same enemies over and over again and farming for gold into tasks people will actually pay money for, who is to say that companies like RedCritter can’t do it for tasks that are a good deal more engaging, like (hopefully) our jobs?

Keep Reading

Most Popular

mouse engineered to grow human hair
mouse engineered to grow human hair

Going bald? Lab-grown hair cells could be on the way

These biotech companies are reprogramming cells to treat baldness, but it’s still early days.

Death and Jeff Bezos
Death and Jeff Bezos

Meet Altos Labs, Silicon Valley’s latest wild bet on living forever

Funders of a deep-pocketed new "rejuvenation" startup are said to include Jeff Bezos and Yuri Milner.

ai learning to multitask concept
ai learning to multitask concept

Meta’s new learning algorithm can teach AI to multi-task

The single technique for teaching neural networks multiple skills is a step towards general-purpose AI.

conceptual illustration showing various women's faces being scanned
conceptual illustration showing various women's faces being scanned

A horrifying new AI app swaps women into porn videos with a click

Deepfake researchers have long feared the day this would arrive.

Stay connected

Illustration by Rose WongIllustration by Rose Wong

Get the latest updates from
MIT Technology Review

Discover special offers, top stories, upcoming events, and more.

Thank you for submitting your email!

Explore more newsletters

It looks like something went wrong.

We’re having trouble saving your preferences. Try refreshing this page and updating them one more time. If you continue to get this message, reach out to us at customer-service@technologyreview.com with a list of newsletters you’d like to receive.