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Working paper

GAMIFICATION TOOLS AND PRACTICIES OF RUSSIAN COMPANIES

Morozova A. I., Rozhkov A. G.
In this paper we explore the concept of gamification and its business applications in the Russian companies. Gamification has been introduced in 2003 and since that time it has acquired a wide recognition as an efficient tool to enhance front-office and back-office business processes increasing performance and boosting engagement of the participants. Gamification refers to the use of game elements and designs in non-game environments. As a result customers and employees involved stay more focused and motivated to accomplish the chosen goal. We explore gamification practices of the Russian companies including application areas, funding and perceived efficiency of these initiatives. As the result we outline four groups of practices observed on the market.