How gaming has worked it's way into the boardroom

Posted: Oct 07 2015

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Team Challenge Company co-director Gerard Crowley reflects on the growing trend of digital gamification in the corporate and events market in a recent publication in Scotland B2B.Many of us have been to a conference, company away day or training session and left feeling uninspired, unmotivated, and, frankly, bored. Games used for team building have always been popular and now digital gamification is crossing the pond with the aim of engaging delegates, increasing learning and boosting teamwork.

Already seen at TEDx events around the world and at the international internet society forum InterCommunity 2015, interactive challenges and team building activities have been bringing colleagues closer while turning corporate events into adult playgrounds. Gamification is the art of applying elements of a game to routine tasks, to encourage and motivate people to increased productivity, teamwork and engagement.

Since 2010, 350 companies have launched gamification projects and Gartner, the world’s leading information technology research and advisory company, predicted that 70 per cent of Forbes Global 2000 companies would introduce gamification to boost engagement, retention and revenues by the end of last year. This trend is now making its way into the team building and conferencing industry in the UK; with groups of corporate professionals seen juggling, singing, contorting and ultimately working together to complete fun challenges, encouraged and lead by gamification software.

The days of flipcharts and awkward conversations with the stranger next to you appear to be numbered. The industry is increasingly moving towards advanced digital technology which encompasses the best team building activities of the past, such as role play and tug of war, and brings it into the digital age.We have found that by introducing mobile and tablet-based team building apps at conferences, corporate events or company away days, not only provides a welcome respite from heavy content, it puts the delegates first and adds purpose. Our purpose is what drives us, and when you present teams of people with a common goal, it promotes camaraderie, competition, and a sense of accomplishment. The perfect outcome for both organiser and delegate.”


Crowley and his team, which specialise in corporate team building, are set to bring the Go Team app to the Scottish market today with an official launch at Gleneagles, where journalists and other guests will get to try it out for the first time. They have signed an exclusive license deal with creative corporate event agency Bluehat Group to be able to offer the new technology to Scottish businesses.

According to Crowley, the software, which uses GPS and QR codes, has already proved a hit in the corporate event markets in the US, Japan, Australia, Europe and the Middle East. It can be programmed with bespoke ‘mini-missions’, featuring tailored questions and riddles to help players reach mystery destinations and complete complex tasks, which Team Challenge Company says fosters greater collaboration.

The firm says the Go Team app can be used for a variety of staff development purposes, such as improving problem solving and time management skills, and identifying and developing leaders.It says the app is also being used at conferences around the world as organisers are able to engage with an unlimited number of delegates, offer virtual tours of conference venues and efficiently gather instant feedback.

Co-director at Team Challenge Company, Gerard Crowley, said: “We are excited to be the first to bring Go Team to Scotland. We are anticipating substantial demand from businesses across the country as Scotland has a number of significant conference destinations.

“Gamification is a fast growing trend in the meetings and events industry and Go Team allows us to be at the forefront of the movement – bringing the latest technology to the corporate events and conferencing market in Scotland.”

In awarding Team Challenge Company the Scottish licence for Go Team, UK-licence holder Bluehat Group’s CEO Tim Shepley said: “Team Challenge Company are at the leading edge of corporate events in Scotland, so are well placed to make the best use of this innovative technology in their wide-spectrum of events.”

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