Jive adds game mechanics to increase engagement on social intranet

By April 06, 2012
Keywords : Digital Working, America
multiple groups connected

Social business software company Jive has now powered its gamification with Bunchball tech. The gamification module aims for more long-term engagement by maximizing personalization.


Social networking was introduced to enterprise software to increase communication and transparency, but usage levels are low enough that it has not reached its potential. Yet another layer of contemporary Web functionality is being integrated into productivity software - gamification. Salesforce recently adopted just such a strategy, and social enterprise company Jive just expanded its features to include typical gamified rewards such as challenges, levels and badges that are available on Salesforce’s platform as well as others, and some additional, more unique benefits, altogether known as the Jive Gamification Module (JGM).

A game module optimized for department-specific usability

While Jive included game mechanics previously, the new engine gives Jive customers “the ability to personalize incentives that encourage specific business activities for greater user engagement and business value,” as Nathan Rawlins, VP of Product Marketing at Jive explains. Jives gives some example applications for an internal employee community who will use this product: the sales team could challenge the product development groups to answer questions, or compete amongst themselves to complete training materials first.

Game mechanics are personalized to keep user attention for longer

For external communities, customers could participate in contests or rewards to become “product champions.” Game workflow is being used here to engage users long-term with personalization, collaboration and rewards. Status levels, badges, virtual or physical rewards all can be employed to connect with customers within the Jive network. The long-term engagement paired with short-term game mechanics may become a competitive advantage, according to Bunchball CEO Jim Scullion. The JGM uses both strategies to differentiate itself and its customers, and may turn the game trend into a viable productivity tool.


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