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The power of games in Europ Assistance

On 4 October 2016, exploring eLearning was the guest of Europ Assistance for a preparatory workshop on Gamification. Christian Venanzoni, Chief Human Resources and Organisation Europ Assistance Italia introduces us to the world of digital economy seen from a business context. The need for well-being of an economy depends on the productivity of the organisation that assumes the connotation of the primary objective of this transformation. Therefore, the goal of turnaround plans can no longer be identified in the improvement of economic performance or profitability, but in the organisation’s productivity. The key to increasing business productivity from a sustainable perspective particularly concerns the ability to introduce the digital component in the organisation, thereby further enhancing human capital. Within this scenario of transformation and evolution towards the digital economy, the HR must know how to play their cards properly in a strategic way, since digital is no longer an option but a path traced within companies, both from the perspective of introductions of external new talent, and by investing in a process to change the corporate mindset towards a digital approach and propensity. In Europ, HR has been the driving force behind this shift, starting from the transformation of all HR processes from a digital point of view: assessment processes are now solely realised using digital tools, the corporate intranet, called “The Square”, has been renewed with a place for specific modules of all the HR processes useful to the company’s collaborators (performance management, talent management, smart working, etc.). Through the intranet, the resources can stay connected and in contact even during smart working activity days. In fact, the introduction of smart working has allowed a 10% increase in productivity and increasingly positive feedback from customers, who have shown greater satisfaction with the services provided. The transformation process will see further steps, starting with the release of the gamification module, just as the “game” will also be used in talent management processes for the increasing involvement and interaction of the resources. Marco Amicucci and Elisa Cipriani, Skilla – Amicucci Formazione Project Managers, highlight in their work the mechanism and importance of play mechanics in training contexts for greater involvement. Games have power over people because they fulfil basic instincts that go beyond mere entertainment. A game is not a soft task. We focus, we invest time, is a very difficult activity that puts us to the test. We are goal oriented, always seeking the objective to be achieved. We do not play just because it’s fun, but for other primary instincts, called core drive:

  • Willingness to accept new challenges and overcome them
  • Need for self-expression
  • Desire for possession
  • Epic Sense

The word gamification is a relatively new term and is the use of game mechanics and dynamics, such as levels, points or prizes, in contexts outside of the game to create more interest, solve problems and stimulate active and measurable behaviour. Gamification does not mean creating a game, but designing with the typical characteristics of a game. Which typical game elements can be brought into an educational context?

  • Badges and virtual medals
  • Scores
  • Social recognition
  • Rankings
  • Contest

We will cover this issue in more detail with the posterLab dedicated to exploring eLearning, highlighting the main mechanisms used and the issues to watch out for: motivation, gratification, score, award, competition. We will also explore the connection between the dynamics of Gamification and social networking mechanisms. Special thanks to the staff of Europ Assistance and participants in Arianna2001 Aviva Italia, Banca Mediolanum, Banca Popolare di Vicenza, FCA Italy, Fiera Milano, John Peter Sloan – La scuola, Kedrion, Nestlè Italia, Sematic, Spindox and UnipolSai.

written by: Team Skilla , 25 November 2016

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