The Convergence of Gamification and Interactive Multimedia Experiences in Promoting a Culture of Recognition: A Wizeline Case Study

Abstract

Gamification is a powerful approach to enhance employee interaction and cultivate a culture of recognition. Interactive multimedia experiences captivate employees by incorporating engaging narratives, stimulating multiple senses, and offering diverse interaction styles. Building on these benefits, an interdisciplinary team from academia and industry developed a gamification strategy tailored to the needs of employees. The components of the gamification strategy are enjoyment, visibility, gratification, and professional growth, which were defined based on the employees' characterization. This strategy was integrated into the WizeLand multimedia system and designed to recognize employee achievements and encourage participation in recognition and training programs. The Thinking-aloud and Single-Ease Question methods were conducted to learn about the perceived usefulness of employees and their general perception of the components of the gamification strategy integrated into WizeLand. The validation of this approach yielded promising results, demonstrating that the gamification strategy positively impacts recognition culture, employee attitudes, and behaviors. Participation in WizeLand’s mission-based activities reshaped employees’ perceptions of performance management, fostering a sense of fairness that enhances organizational commitment and overall job performance.