The appliance of elements and game design and techniques as a new strategy of sucess im business an and social environment

Primarni cilj ovog rada je prikazati i naglasiti kako se mogu uspješno koristiti iste tehnike koje dizajneri video igara već godinama koriste kako bi motivirali svoje igrače na veću i jaču uključenosti i lojalnost. Uočeno je da se takve tehnike, elementi i dizajn mogu implementirati izvan svijeta video igara, u realni svijet i potaknuti bilo koje željeno ponašanje unutar bilo kojeg društvenog okruženja upravo jer dotiču temeljne ljudske motivatore. Ova se tehnika počinje razvijati od početka 21.stoljeća, no tek je 2010. dobila svoj naziv, gamification. Na našim prostorima još je vrlo nepoznata stoga i ne postoji hrvatska istoznačnica za taj pojam. U prvom dijelu rada objašnjava se pojam gamification, zašto ga proučavati i njegova povijest. Taj uvodni dio služi kao temelj za gradnju daljnje teze da se pomoću tehnika, elemenata i dizajna video igara mogu postići željene promjene u stvarnom svijetu i osigurati kompetitivna prednost. Činjenica je da danas živimo svoje živote online. Zajednica, zabava, posao, financije, zdravstvo, ekologija, itd. – sve što radimo posredovano je kroz tehnologiju što kao rezultat daje rijeke podataka (big data) o našim aktivnostima. Pametna poduzeća ovim podacima korisničke aktivnosti hrane gamification sistem koji pak koristi motivacijske tehnike upravljane podacima kako bi potaknuli uključenost, visoko vrijednu aktivnost i lojalnost. Dakle, u kasnijim poglavljima, prikazati će se kompleksna interdisciplinarna pozadina koncepta gamification koja uključuje teoriju ljudske motivacije, psihologiju igara, dizajnerski način razmišljanja i sl. Svrha je rada pokazati kako ova nova saznanja iskoristiti za promjenu tradicionalnih obrazaca obavljanja poslovanja koja donose bolje rezultate mjerene u većoj lojalnosti kupaca i zaposlenika, boljoj edukaciji i motiviranosti istih, većoj ekološkoj osvještenosti, zdravijem životu, itd. Konačno, sve teoretske pretpostavke potkrepljuju se konkretnim primjerima iz svjetske poslovne prakse kao i ponekim statističkim pokazateljima.Primary objective of this study is to describe and emphasize how to successfully use the same tehniques that video game designers had used for years to motivate their players for stroneger and greater engagement and loyalty. It was noticed that these techniques, elements and design could be implemented outside the gaming world, into the real world and stimulate any kind of behavior among any kind of audience because they tap into fundamental human motivators. This technique begins to develop at the beginig of the 21st century, but only in 2010. gets its name, gamification. In our country it is still very unknown, thus there is no croatian word for this term. The first part of the paper explains the term gamification, why it is important to study it and its history. That introductory part serves as a ground for further construction of thesis that with help of video game techniques, elements and design, desired behavior in the real world can be achieved as well as competitive advantages. It is the fact that we are now living our lives online. Community, entertainment, work, finance, health, ecology, etc. – everything we do is being mediated by technology and, as a result, is throwing off streams of data (big data) about our activity. Smart companies are feeding this user – activity data into gamification system, which use data – driven motovational techniques to drive engagement, high – value activity and loyalty. Therefore, in later chapters, the complex interdisciplinary background of the concept of gamification that includes the motivational theory, game psychology, designer way of thinking, etc, will be shown. The purpose of this study is to show how new findings can be used to change the traditional business patterns whose results are measured in greater customer and employee loyalty, better education and motivation oft he same, greater environmental awareness, healthier way of life,etc. At last, all theoretical assumptions are substantiated by concrete examples from the world's business practices as well as with some statistical indicators