From Nawaiam, the video game platform applied to human resources, they say that it is proven that gamification applied to human resources evaluates candidates more accurately; equalizes the conditions; allows testing the knowledge required by the process; improves candidate engagement; and reduces the cycle of interviews, by being more precise.
Over the years, gaming has gained more and more followers, gradually becoming an industry that today moves millions of dollars. This, which many can only associate with entertainment and video games, to which the already installed e-sports are added , goes further, and involves the game as a tool in areas that until recently were unthinkable.
Experts in the area affirm that the video game is no longer a niche activity. The gamification of commerce must be applied to marketing strategies for brand growth.
“ Gaming has an active component of vital importance for those of us who do marketing : entertainment. Playfulness is entertainment and therefore, organizations that bet on this sector as part of their marketing strategy will be able to integrate this component to capture a higher level of attention from their users and generate a higher level of engagement with brands.
Everything remains to be done and technology will raise the bar every day more”, explains Máximo Lorenzo, expert in marketing and communications, current Global CMO of Nawaiam , a video game platform applied to human resources, and with a past in large global companies, such as McDonald ‘s Corporation where he held the position of Regional Marketing Director for Latin America.
Gamification as such has already surpassed the barrier of entertainment and is used by many brands as a tool to obtain all kinds of results. Such is the case of human resources, an area that in the last half century has moved little from traditional schemes, leaving behind the waves of innovation and the trend that is setting the pace of the industry, worldwide.
An example of gamification applied in human resources is the one proposed by Nawaiam , the techno-human company that, through its video game, allows natural behaviors in users to be detected, in order to obtain a behavior profile. This result is given based on the actions and decisions taken in the different situations and obstacles proposed by the game, and the system will manage to detect the natural abilities of people and their predisposition for the development of certain skills.
The game has a very great power when it comes to connecting with the essence of people. We grew up and learned by playing, although some adults have forgotten it. The novelty is to use it as a tool in human resources processes, a trend that is growing. Virtuality , gaming and its intersection with reality make it almost essential . The need to connect with the essence of people is fundamental. On the interviewee’s side, it is very important to have a real reflection of their abilities, without pressure. Not only because of the method of the game, but also because we know that a person who spends his time in something that he is naturally passionate about will be much more productive and happy”, adds Llovet.
“Although gamification is an increasingly heard concept, it is still a new exercise and, like any novelty, it needs its first experiences to be validated”, says Horacio Llovet, co-founder of Nawaiam .
It is proven that gamification applied to human resources evaluates candidates more precisely; equalizes the conditions; allows testing the knowledge required by the process; improves candidate engagement; and reduces the cycle of interviews, by being more precise.
With less than two years on the market, Nawaiam is already used in more than 15 countries by companies such as Epson, McDonald’s, Coca Cola, Bimbo, NotCo, Oxford, Bayer, Iberdrola, Telefónica/Movistar, Insud Pharma, Alain Affleou, AbInBev, among many others, to evaluate their talents. As part of its continuous work on innovation, the company plans to launch, in early 2023, the second season of the video game, with metaverse technology , another of the resources that is going strong in the world of business and gaming.
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“Within our culture is constant reinvention, uniting and connecting people with the responsible use of technology. The human factor is and will always be the priority and what makes the difference. At Nawaiam we try to bring the future to the present, helping our clients to innovate quickly, according to the evolution of the market but, above all, to generational changes”, mentions Javier Krawicki, co-founder of Nawaiam.
Gamification: a growing trend
There are those who affirm that games are becoming a business, taking into account that today the public varies between the youngest -children who are not yet a decade old-, passing through young people and even adults over 45, who They cut across all economic levels. From this follows the landing of massive brands in the world of gaming, since they are the ones who study the needs and interests of their audience, and turn it to playfulness to provide an experience that generates a positive impact on their followers.
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“It will depend a lot on the categories and the brands themselves. There will be brands for which simple sponsorship will serve as part of the strategy, and others that will have to play a more active role, such as creating their own league and generating their own competitions. They all lead to the same space of opportunity: you have to be there”, says Máximo Lorenzo.
Metaverse, the new dimension
Broadly speaking, the metaverse consists of a virtual world that will be accessed through a virtual reality viewer. The idea is to create a space similar to the Internet, but in which users, through digital avatars, can walk inside, and where they can interact with each other in real time. It should be noted that avatars gained great popularity thanks to the gaming industry.
A report ofBloomberg Intelligenceindicated in July 2021, that the metaverse is already estimated at 500 billion dollars. It is the universe parallel to the physical world, made up of interconnected virtual worlds, where human beings can live an alternative existence. By the middle of the decade, they say, it will reach $800 billion. And it will reach 2.5 trillion by 2030.
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“The metaverse, of which the marketing industry talks so much, is today a land for early adopters and in which it is necessary to begin to adopt positions until its complete irruption. It’s a revolutionary opportunity to truly practice reality marketing and immersive experiences where the concept of target audience may be diluted. We must be prepared to interact in this dimension with people, regardless of other variables.