Can Gamification close the Engagement Gap of Generation Y?

Gaming engages. How can employment become more attractive and fun? Only 16 % of German employees are fully engaged and willing to go `the extra mile' for their company. This perceived engagement gap - which is aggravated by the new work ethics of Generation Y - offers a significant case for value creation and strategic opportunities for companies worldwide.

This book analyses the question of whether gamification has the potential to close this engagement gap. It offers a literature review of the emerging topic and creatively and critically develops new ideas. Data from a pilot study on the digital startup sector in Berlin shows a positive impact of gamification on employee engagement.

This informative work is directed at people interested in new business trends, business students, gamification researchers and human resources practitioners.