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Gamification, the use of game-like mechanics to make non-game applications more engaging, of the business world has moved beyond its experimental phase. Add achievements, such as badges and leaderboards, to the sales process, and all of a sudden you have salespeople who are seriously motivated to win.

That idea is getting a big endorsement today as Capgemini Consulting, a giant enterprise consulting firm that specializes in transforming companies for the digital age, is teaming up with gamification provider Badgeville to accelerate the adoption of gamification in the workplace. The aim is to engage, reward, and motivate employees and customers.

“Engagement is a critical part of the technology infrastructure, and we help make sure the technology gets adopted,” said a Badgeville senior vice president, Kevin Akeroyd, in an interview with GamesBeat.

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Capgemini’s digital transformation division will offer advice related to gamification to companies that are considering adopting it. Badgeville could then provide the gamification service based on the leads from Capgemini. Badgeville can set up its service to let companies reward employees for collaboration, workforce efficiency, and  loyalty.

“Serious businesses cannot ignore the transformative possibilities of gamification across their enterprise,” said Carter Lusher of Ovum Research. “The partnership between Capgemini Consulting and Badgeville signifies two global leaders teaming up to bring these powerful techniques to businesses aiming to modernize their entire employee and customer management experiences.”

Capgemini and the MIT Center for Digital Business recently studied more than 400 companies and found that digital leaders invest significantly in engaging the workforce about the digital transformation.

Maggie Buggie, a vice president at Capgemini Consulting, said, “The bringing together of Badgeville’s gamification expertise with our track record in large-scale strategic transformation is very exciting. Large and complex digitally enabled business transformations are often dependent on a significant cultural and behavioral shift, and the use of smartly applied game mechanics as part of a behavioral change program can tackle that need in an innovative, engaging, and meaningful way.”

Akeroyd said that his team worked with Capgemini over the past nine months to prepare for the partnership. He said that the alliance will give a nudge to companies that are considering new ways to motivate their workforces. Capgemini has more than 120,000 employees, including 3,600 working on digital transformation. Badgeville, founded in 2010, has more than 200 companies for its software-as-a-service gamification business.

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