In 2010 Jesse Schell described a business approach called Gamification that is now bocoming a global best-seller in the field of people’s motivation and commitment to certain behaviors. The approach is very quickly recognized by the global business elite and analysts as the next super generator of increased sales, long-term customer loyalty and a new source of increased profits. As a result, Gamification began to be called Loyalty 3.0. Unlike Loyalty programs of the past in which more consumption equals more profit decreases for the trader (transactional programs or Loyalty 1.0) and the next level of loyalty programs with targeted and personalized offers (Loyalty 2.0), Gamification seeks long-term commitment from participants, a high level of activity (not just transaction) and a deep emotional connection with the brand.

Gamifications is an approach that is always appropriate when there is a certain behaviour, which if encouraged, we will have a benefit. The encouragement is a result from both external and internal motivators. Internal motivators such as autonomy, competence, meaningfulness and others create this emoitsional connection with the brand and external rewards such as status and honors stimulate greater activity from the participants. On the other hand contests, cooperation, fast feedback, progress, etc., support long term engagement, activity and emotional connectivity.

Despite many extraordinary results, there are many of unsuccessfully introduced Gamification programs. The reason for that is the fact that one Gamification program needs to be well balanced in terms of incentives, game elements (inductive), game thinking (deductive), status and meaningfulness. Satisfaction of certain needs and entertainment are also balances that must be met. When all this is implemented well then we see results such as 300% increased activity (SAP), half a million voluntary reviewed bugs (Microsoft), becoming the most tweeted URL (Magnum Pleasure Hunt), etc.

In Bulgaria companies that have developed a real expertise in this innovative area are almost absent. 11235 Ltd. is currently working on three Gamification projects and the first reported results are expected soon. The project that 11235 Ltd. launched with Mtel in May however is another proof that big players in every market first understand what will be the next source of competitive advantage. Because of confidentiality reasons we cannot give more details on the project, but one thing is clear: In 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes, according to Gartner, according to Gartner.