Employee engagement and team building
A shared challenge across offices, departments or even different companies gives people a reason to come together that isn't a meeting. A common leaderboard does the rest: it sparks conversation between colleagues who don't usually talk, and gives the initiative a collective moment with a precise date.
Internal events, conventions and kick-offs
A game on a shared screen turns the audience into players. People join by scanning a code, use their smartphone as a controller and play together while the scores roll on the big screen. It works as an icebreaker at the start and as a closing moment for a long day.
Recruiting and employer branding
A playable challenge shows how a candidate works better than an interview question, and tells candidates something about the company they are evaluating. For technical and digital profiles, it is also a signal of how the company communicates.
Onboarding and internal communication
Org charts, procedures, values and tools sink in better when spread across a step-by-step path with instant feedback, instead of being handed over as a document to read on day one. The same goes for internal communication campaigns that need to be remembered.
A case with real numbers: Besta Cup
Besta Cup is the multiplayer tournament between agencies organized every year by Noku (Nobody Knows Us), with the game developed by Dinobros: a simple mechanic, a vertical obstacle course, a timer, a global leaderboard. The results of one edition, in a single day:
30 participating agencies;
over 400 registered players among employees and collaborators;
over 900 games played in a single day;
an average session time of 8 minutes and 30 seconds;
€7,311 raised for charity within the competition.
The most telling number is the average session time: eight and a half minutes of voluntary attention on a company initiative is a strong result for internal communication.
A corporate event case: Redday for Generali
For Generali's Redday event we developed a gamification web app: participants picked an avatar, joined the activities with a code earned by attending the event (in person or online) and climbed the leaderboard by answering questions tied to the different moments of the day. Every interaction helped support Fondazione Libellula, which fights gender-based violence and inequality. The game held together the audience in the room and the one connected remotely, giving both the same experience.
How an internal gamification project comes together
Start from the occasion. A convention, the launch of an internal program, a safety campaign, a dedicated day: the game needs a moment to attach itself to.
Choose the mechanic based on who's playing. A company's workforce varies in age and digital fluency: the rule is that the game must be clear within ten seconds and playable from a phone without installing anything.
Decide what to measure before launch. Participants out of total invitees, games per person, play time, activity completion: these are the numbers you'll use to report the initiative back to whoever funded it.
Prepare the internal launch. A game without communication announcing it stays empty. The launch moment matters as much as the game itself.
What gets measured
A playable internal initiative leaves numbers behind: how many people took part out of the total, how many times they came back to play, how long they spent inside the experience, which content they completed. They are also the numbers that make the initiative repeatable the following year, because they show what worked.
Do we need a company app to get employees playing?
Does it work with a workforce that isn't very digital?
Can the same game be used across multiple offices or companies?
How long does this kind of initiative last?
Does the company keep the data collected?
