Following our introduction to how gamification can support B2B communications, we spoke to three experts in the field to hear how work and learning can also be made more engaging, interactive and meaningful.

“If you are not capable of touching emotions, you’re not going to succeed,” begins Jonna Pekkala, a work-life coach at Seppo.io. In simple terms, training and engagement need to inspire action and build genuine connections, not just deliver information.

Accomplishing that can vary depending on your company’s size and structure. Max Söderholm, Country Manager for Finland at Playable.com, adds, “Whether your team is spread across multiple locations or working remotely, keeping everyone motivated can be a challenge. That’s where gamification comes in, transforming everyday tasks into interactive experiences that pull people in.”

Steve Bocska, CEO of PUG Interactive Inc., takes it a step further: “The best workforce gamification programs are built around meaningful engagement loops – systems that create intrinsic motivation. Instead of simply rewarding employees with points for task completion, effective gamification introduces challenges, mastery, collaboration, and a deep sense of purpose. The goal isn’t just to make work fun, but to make it feel valuable and personally rewarding.”

Why gamification works

Gamification taps into the natural ways we engage and learn:

Built-in competition and rewards

Sales teams have long thrived on friendly rivalry and rewards, and this idea can be extended to any team. A little competition can turn routine tasks into exciting challenges, sparking enthusiasm and engagement.

Making learning emotional

Traditional training often feels dry and disconnected. Real learning happens when it resonates on an emotional level. Gamified experiences tell stories and create scenarios that employees can relate to – turning abstract ideas into memorable, actionable insights.

Instant feedback

Quick feedback is crucial. “If they don’t get feedback, do they do it again? No,” says Jonna Pekkala. With gamification, employees receive immediate responses that help them learn and adjust in real time, which is especially important for younger workers.

Personalised motivation

Effective gamification isn’t a “one-size-fits-all” approach. Bocska emphasises that “Employees aren’t a monolithic group, but are individuals with different motivations, career aspirations and work styles.” The best systems account for these differences, offering multiple paths to engagement through competition, collaboration or self-improvement.

Real-World Success Stories

Embraer’s DEI awareness training

Take Embraer, a Brazilian aerospace manufacturer with 20,000 employees. They needed every team member to understand what DEI (Diversity, Equity, Inclusivity) means and how they can contribute. The solution was a six-week interactive game that everyone played, resulting in 100% participation.

Metso’s strategy rollout

Metso, a Finnish industrial company, faced the challenge of getting its employees to understand and act on a new corporate strategy. “Strategy is a difficult word for speech; sometimes it works, sometimes it doesn’t,” Pekkala observes. By turning their training into a game, Metso made their strategy relatable and practical, encouraging real changes in behaviour.

Jysk’s gamified recruitment

Söderholm shares an impressive recruitment example from Jysk, a Danish retail chain. They developed a 19-question personality test that sorted potential managerial candidates into three groups:

• Group A: Top candidates who got immediate interview invitations.
• Group B: Potential candidates directed to open job listings.
• Group C: Applicants not fit for the role but offered a 10% discount at their stores.

With 124,000 participants and a 91% completion rate, Jysk saved an estimated 31,000 hours of HR work – even turning some applicants into customers.

Tackling the concerns

Even though gamification brings many benefits, some companies are still on the fence. Here’s how to address common concerns:

• Worried about costs? People are afraid of the price, but once you see the benefits – reduced training time, better retention and improved engagement – the investment pays off.
• Maintaining professionalism: There’s a fear that making learning fun might undermine corporate seriousness. However, once even top executives try a gamified approach, they quickly recognise its value and get on board.
• Sustaining long-term engagement: Don’t roll out gamification as a short-term fix. The key is to design evolving challenges, meaningful milestones, and systems that reward long-term participation – not just initial enthusiasm.
• Avoiding superficial incentives: If the only reason people engage is to earn an arbitrary badge, participation will drop off quickly. Meaningful rewards should go beyond points, and instead offer personal growth, recognition or exclusive opportunities that employees truly value.

The future of gamification in workforce engagement

As the workplace evolves, so do the expectations of its people. Gamification isn’t just a passing trend, but also a strategic tool for boosting engagement, especially among Gen Z workers who crave interactive, meaningful content. From onboarding and training to recruitment and strategy implementation, gamification turns traditional learning methods on their head, making them more dynamic and impactful.

Looking ahead, Bocska predicts that AI-driven gamification will transform engagement strategies. “Instead of a static leaderboard or a points system, we’re talking about engagement that dynamically shifts depending on what drives a particular user.” Personalised gamification, seamlessly integrated into workplace tools like Slack and Microsoft Teams, will make engagement feel natural rather than forced.

By tapping into the natural desire for competition, emotional connection, and immediate feedback, companies can create work environments that are not only more enjoyable but also more effective. As Jonna Pekkala notes, touching emotions is the key to lasting success. So, whether you’re rolling out a new strategy or looking to train your next generation of leaders, gamification might just be the game-changer you need.

By Asa Butcher